When you think of social media marketing, you may think of the behemoth — Facebook. Sure, it has almost 1.5 billion monthly active users, but where there is a lot of sound, there is a lot of noise. It is difficult to get your message heard.
I interviewed Danny Gavin, Vice President and Director of Marketing, Brian Gavin Diamonds, about using emerging social media platforms to create brand awareness.
Here are a few lessons I learned from our conversation.
Focus on branding, not selling
Since many emerging platforms are, well, emerging, there hasn’t been a lot of commerce on them yet. Most social platforms focus first on building an audience, and only later on actually monetizing that audience.
New social platforms tend to have a loyal, niche audience that is looking for authentic, organic conversations and wary of the nefarious effects of commercialization. So whatever content you create, make sure it rings true with what the social platform is known for.