The Social Approach: Diversify How You Connect with Your Community

The last year has forced us to make many changes to how we operate and navigate this world. Businesses have had to embrace an innovative attitude to make do as the usual drivers of growth such as trade shows, in-store demos, and other in-person events were at the very least significantly diminished. With this, many were required to transition over to the digital landscape. With 15.5 users joining social media every second, many of the usual social media platforms such as Instagram, Facebook, LinkedIn, and Twitter have become incredibly saturated (1). Don’t get me wrong, these platforms will do wonders for your brand and/or company, and you should be on them if you’re not already—take a look at my last article to find out how your brand can optimize the benefits of these outlets. Still, with so many folks increasing their activity on these social media platforms, the voice of your brand can get lost in the noise.

You can combat this in a number of ways, but the one I would like to suggest is to stray off the beaten path. Here are a few platforms you can use to diversify how you are connecting and communicating with your company’s community.

ClubhouseI don’t know about you, but my social media feeds have been loaded with influencers and brands promoting their upcoming clubhouse meetings. The invite-only app that a tech article by NPR said “may be social media’s future” allows users to engage in audio-only chatrooms where they can take part in powerful discussions with thought leaders like Oprah or Elon Musk (2). This platform will provide an opportunity for its business professional users to exchange ideas, keep a finger on the pulse of what their customers are interested in, and connect with the industry in a new way.

RedditWhile I’m sure many have heard about Reddit, it may not have been something that they considered useful to their business. However, the discussion-based website presents the opportunity for marketers to perform audience research and gain insight into the content that they are most likely to enjoy and interact with. It also presents the opportunity to tap into more niche audiences. Peruse the subreddits based on topics relevant to your company, and try to answer questions you come across. This can help you establish your role as an authoritative voice.

TikTokWhile seemingly geared towards younger audiences, TikTok has exploded into such immense popularity over the past year that this platform is something that businesses should start taking seriously when planning their social media strategy. Use this platform to give behind-the-scenes level insight into your company, and it doesn’t hurt to get involved with some of the trends on this platform to increase your reach and relatable charm. Tip: If you’d like to try your hand at the video style of this platform, take a look at the reels feature on Instagram and try making some of your own.

These are just a few of the many platforms that can help you diversify your social media marketing plan in 2021. Take a look and see what kind of value they can bring to your brand.

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