Behaviour in social networks: Why do certain strategies work better on one social network than on another?
It is very difficult for companies to determine the right strategy to invest in social networks. In fact, many brands are unable to deploy the right digital activities to achieve their business goals. And as technology and behaviours change at a rapid pace, it is even more difficult to adopt the right practices on social networks. There is virtually no one strategy that works every time. You have to constantly try new methods and above all adapt.
Goal setting is a key factor
In order to deploy the right strategy on social networks, you need to set a specific, measurable, achievable, realistic and time-bound goal. Don't think that you will be successful on Facebook or any other network without having taken this first step! You need to ask yourself why you are using one network rather than another. Is it to increase your visibility, gain more contacts, build your brand or improve your employer brand?
Whatever your objective, you should also avoid certain practices. For example, avoid publishing only messages that talk exclusively about your company and only publish professional offers. Also, avoid copying the competition, offer something original. You are definitely shooting yourself in the foot if you deploy any kind of strategy on a social network without first testing it. Of course, be flexible and do not hesitate to reconsider your certainties when you see that they are not borne out by the facts. Finally, do not make the mistake of opting for only one format or type of publication. Vary between video and image, combine the promotional and the informative, and don't forget the humorous.
The determination of the audience is also fundamental
Whatever your objective, you need to adapt your communication to the audience you are targeting. So you need to know exactly who you want to reach. Don't get started on social networks without having found the answer to this essential question. And don't forget that your objective is nothing other than to provide a solution to their problems, to satisfy their needs. So you need to find out what they want and how you can help them get it.
Deploy the right strategy for the chosen network
Facebook is arguably the most popular network in the world. But that doesn't necessarily make it the best platform for your brand. Companies with more than 1,000 employees, for example, are more likely to use Twitter. Since each network has a specific strategy, it is important to choose your network carefully. To do this, first make sure that the audience you are targeting is using the network you are targeting. Also review its strengths and weaknesses. Have a clear idea of the resources you will need to maintain a presence on the network, and ask yourself whether and how your competitors are already using it.
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