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Facebook: Even for a small brand, having a page on Facebook is a must-have in my opinion, but choosing to advertise with FB can turn run pretty pricey depending on your priorities. It’s worth it if your objective is to simply build awareness of your brand or products and you can invest media dollars behind boosting your posts and working with FB to target your posts such that they show up on your targeted consumers’ newsfeed X% of the time. But even with that said, the ROI will be dependent on if your boosted posts can garner the views, likes, and shares (i.e. they have stopping power and can resonate) with your intended consumer.
Twitter: Here’s the thing. I can see the advantage of having a twitter handle, but for a small brand your social SOV on Twitter is going to be based off of your followers. Be mindful that the big brands in this space have the highest followers and likely have invested in teams that can post regularly on twitter, keeping their account active and generating further participation from their audience. Unlike FB, Twitter almost requires an active post every few hours and social listening across its platform (responding to consumers when they mention your brand in a tweet) in order to be most effective. If participation and engaging consumers through conversation are your objectives, this may be the platform you decide to invest behind.
Pinterest/Instagram are great for visually captivating your consumer base- which is why many food companies choose this as their most preferred social media option. If your objective is to simply build awareness (with less emphasis on product messaging), these platforms are great ways to help build your consumer base. I’d try to work with these vendors to understand how you could link your photos to influencer webpages where you can also try to organically build in product messaging, helping drive consumers to purchase.
Video partners (YouTube/ Makers Studio, etc.) are a great way to capture your millennial audience and generally can provide the opportunity to integrate your video content on any of the aforementioned social platforms. But- this can also get expensive. Posting videos on Youtube without media dollars to boost the post will not give you a great ROI. Makers Studio’s point of difference is being able to tap into their network of influencers in a variety of industries and spaces who can boost the video as part of the partnership, which can be more of an efficient strategy, depending on your goals.
Influencer support- while some may argue this tactic isn’t necessarily “social media,” it certainly is social listening and any brand (big or small) can benefit. Partnering with bloggers, experts, and influencers- and no, they are not all the same thing J - will give you the opportunity to grow your SOV across a variety of digital platforms. This can turn into ratings and reviews on customer webpages, or help increase the conversations surrounding your brand in a more targeted space online.
Hope this helps! Good luck!