Most of the times people create company accounts on social platforms just because they heard they are cool, trendy or simply easy to use but it is important to know first the resources that you can dedicate to social media (human resources, time, money…) and then the platforms that you are going to use. If your company is currently deciding on which Social Media platform to start “posting” you may want to read the following lines before:

  1. Keep calm and… do not open all the platforms known on Earth (and continue reading)
  2. Which channels are relevant in your country? What is your target audience?
  3. Who is going to take care of them? Yourself? A friend who “knows how to use Facebook“? How much time that person can honestly dedicate to it?
  4. And last but not least, what do you want to achieve with your Social Media presence?

The answer to this questions will not only stop you from just opening Twitter, Instagram, Pinterest and who-knows-what-else like crazy but also will give you perspective of basic necessity, resources and planning.

A basic research and planning is needed before starting to open social media accounts without purpose.
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Pinterest has around 100 active million users but if you want to open an account for a motorbike shop in the south of Germany you should know that its users are mostly women (around 70%) and the major topics are cooking/baking and fashion. Deciding not to open Pinterest in this case will save you time and probably some disappointment. So make a bit of research and then decide on which channels make sense for your audience, country and business to be present.

If Social Media is only a tiny part of your daily work trying to excel in Facebook, Instagram and Twitter at the same time is not realistic. If you have 0 (zero) budget for Social Media expecting 1k fans per month might be not realistic neither. So again, bear in mind the resources you have in order to set realistic goals.

Social Media should not only have goals but also clear a purpose – a definition of its role as part of the Communications and Online Marketing Channels.

At the end, you want not only to be where the people are but also where your audience is.



I hope you find this tips useful and if you have anything to add don’t hesitate to leave me a comment below or in Twitter.

Thanks for reading!