There’s no denying that having a social media strategy is necessary for any business or industry in 2019, but the true question is what does that strategy look like? To answer that, a company must have a true understanding of their customer base. As discussed in Teens, Social Media & Technology, the social mix deployed is 100% dependent on who exactly you, as a marketer, are trying to target. If your customer segment is teenage girls, Instagram is your clear choice, if your target is teenage boys, videos game advertising is a better fit.
Using this mentality for my industry, Medical Content & Technology, we’ve looked past the traditional social media outlets and have built our strategy around niche social outlets, specific to the medical world. Apps/Websites such as Reddit & Figure1 are the perfect social platform for our customers (physicians, residents, medical students) because these sites are tailored to medical professionals. Once our strategy shifted to focusing the majority of our time, budget & efforts to these types of platforms, our ROI & KPOs improved dramatically.
Our social strategy still includes the traditional social sites like facebook, but our media mix has expanded and favors the niche sites especially when it comes to media budget. We’ve found that putting resources (spend & time) into sites such as Figure 1, our engagement, brand awareness & recognition goes farther than on facebook. One key reason for this is, these medically focused apps host an ecosystem that our customers use to seek our the content we offer. Instead of intruding on their social apps, where they go to get away from work, we advertise on the places they want to see ads. Its a win-win for both the seller & buyer.