The importance of choosing the right social media platforms as a business
A brand should only appear where its target audience is
Most of the time, the businesses Geoff works with are looking to build awareness and brand equity on social. However, he’s also noticed an interesting tension with smaller clients who want a monetary return but don't want to cut corners and be aggressive with advertising.
So, the need for a social media presence really depends on the client as what they’re trying to achieve through social. For example, Geoff has recently begun working with a licensed cannabis retailer, based in Canada (where cannabis consumption is legal). A tricky subject to cover, with a largely reduced potential audience due to the nature of the product, and the laws surrounding it in many other countries of the world.
Relm Cannabis’ needs on social media are therefore very different to those of a more typical retailer, as they need to focus on education and clever communication of their products, targeting a very specific audience.
Why businesses should select the right communication channels
The people who make up the team at Syatt Media are able to guide their clients through the choice of their preferred social media platform. This is something Geoff takes very seriously. Generally, the main focus for the companies he works with is Instagram, but he also works on Facebook, Pinterest, LinkedIn and Twitter, depending on the business objectives of the company in question.
Geoff is very careful to not push for a social media presence on a platform which doesn’t make sense for the brand he’s working with. Some brands only work on Twitter, others stay away from LinkedIn: the decision is made on a case-by-case basis.
Most of the accounts Geoff works with are trying to build awareness with Millenial and Gen Z demographics. A difficult task, and one that the team takes very seriously. Creating great content is one thing, creating content that actually helps to convert prospects into leads is a whole different matter.
This is why it’s extra important to select social channels carefully, and only be present on those where these target generations are actively listening.
What is the key to creating the perfect content?
The importance of taking into account the business’ global objectives is paramount for Geoff when drafting social media strategies for each of them. And the same goes for the content he produces for them, also.
I start with the business goals of the clients. What is their business trying to do and how does social play into that? I use this as a starting point before researching competitors, influencers and do a deep dive into the client's social and web analytics.
Geoff Faber
Geoff then combines this research with the brand's identity and is able to develop stories that will reach the business’ goals. With a handful of stories set out, he then builds out the social posts thanks to a dose of inspiration from social media channels, the brand itself, the people who work for the brand, etc.
