How Many Social Networks Should I Use?

When we at the WM are out speaking about using social networks as part of a corporate communications strategy, we often get a question like this:

"How many social networks should I be using? I already have a LinkedIn account that I can't keep updated, when can I use Twitter, Fastpitch, Plaxo, Wikipedia, YouTube....etc and still do my day job?"

There are a few ways to look at this. First, don't start 20 accounts and then immediately neglected them. If you won't devote the time to adding content and connections, don't bother building a profile. Secondly, look where your audience gathers and thirdly, clearly define your goals.

Are you a B2B software company looking to determine what features would most benefit your users? Then IT user communities and groups on either dedicated networks like IT Toolbox or topic specific groups on the larger networks like Facebook are the places to be.

Are you a public relations professional looking for the best way to learn what the media in a specific geographic area or vertical niche is interested in? Try following those reporters and editors on Twitter.

Are you a retailer looking to see what consumers think of your competitors new product lines? Again, think specific vertical networks. If I operated dog kennels, I'd be active on the Moochie Community (full disclosure: this community was a Webbed Marketing project), and I'd be connecting with pet owners on MySpace.

If I'm a small business owner and I want to make sure potential customers can find me, I'll make sure that local business directories as well as larger business information sites like Manta.com (again, a WM client).

Okay, so I've given you the typical "consultant answer" of "it depends." And, as an action-oriented kind of guy, I hate those kind of answers.

If you were to hold my feet to the fire, I would say that for 80% of our clients, Twitter, Facebook and LinkedIn are the "have-to-be-there" networks. Mix those in with your industry specific networks and you're probably off to a good start.

Comments

[George Black]

Bill, I'm glad you addressed this particular issue. I have been asking myself this question ever since I started investing time and effort in these tools. Every week, it seems, new platforms arise and I wonder if I should be expecting myself to participate in all of them. You’ve helped to crystallize and focus my thinking. Thanks!

[Bill Balderaz]

Thanks George. I feel the growth in new networks is accelerating. One trend seems to be toward deeper fragmentation. There are networks for technology professionals...marketing technology professaionals...SEO marketing technology professionals...Columbus-based SEO marketing technology professionals...with curly brown hair...etc.