“Should my company be using TikTok/Wechat/Instagram/(Insert another social media channel)?”
Does your boss or client ask you this?
The problem with this question, if you think about it, is that it is back-to-front.
When you see a doctor, do you ask the doctor what medicine is best to take, or would you normally start by describing the symptoms of your illness?
The thing that you will find most people asking sometimes is that they focus on the tools, not the task.
Most companies jump onto the next social media marketing tactic/trend without thinking, because their competitors are doing it, and/or because it is seemingly the trend, hence they have to do it.
But should they be doing it? Do they know what success look like? What are they expecting from this new social media marketing tactic?
If your boss or client ask you this question, you should consider reframing the question.
"How might X platform help achieve your goals?"
This is how you can help them reframe their problem, and get to the core of their need. The purpose, so to speak, of needing to market digitally.
In order to help you, here’s what Simon Kemp, CEO of Kepios (Strategic Marketing Consultancy) suggests as points we have to consider:
After you get a better understanding of the situation, will it only be clear as to what any platform can help with, how to go about it, and with what potential costs it may be.
Then, you'll be able to suggest to your management team a clearer way forward, and your briefs to the team (or social media marketing agency if you're working with one) will also automatically be more focused on the purpose and objective.
HEROES OF DIGITAL
We were born to save SMEs from ineffective digital marketing. Most digital marketing agencies in Singapore lack the proper digital marketing expertise, and transparency. They take SMEs for a ride, over-promise them on results. The end result is unhappy clients wasting a lot of money and resources. We are here to save them.