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A Marketing All You Can Eat Buffet

by Larkin G.

Who can pass up a great all you can eat buffet? Get a lot. Pay a little. What if there was an all you can buffet for your marketing? Sound too good to be true? Check out these stats: (all for the US)

What am I talking about? Social networking sites. Reading these statistics may tempt you to create an account on every social networking site. Before you do, read how social media is like an all you eat buffet.

Overeating

The abundance of food on buffets make it tempting to overeat. Social media is the same way. It is easier than ever to establish a presence on Facebook, LinkedIn, Twitter, Instagram, and many more. It makes sense: over 50% of all Americans have a profile on at least one social networking site. That percent jumps to over 61% when you look at just millennials.

Who wouldn’t kill to reach that many customers with the click of a mouse?

Choose with purpose

The only way to avoid leaving a buffet without a serious case of indigestion is to be selective about what you put on your plate. Chicken or the steak? Cake or pie? You may like each dish, but indulging in will give you a stomachache.

Social media requires similar choices. Creating and maintaining a presence on every social network is not only extremely time consuming but unnecessary.

No matter what product or service your company sells, you should not be targeting the entire GLOBE.

Selection Process

So how do you choose between macaroni and mashed potatoes? Twitter and Flickr? Choosing the best social networking site for your company is similar to selecting the best side dish to compliment your main course. You wouldn’t pair mac and cheese with General Tao’s Chicken. They don’t mix well. Same concept with social media:

pair the social networking site you choose with your company’s branding, mission, products, and goals. Here are some tips:

If your business is in the hospitality or entertainment industry consider mobile and location based options.

If your products are extremely high tech (early adopters), consider Twitter:

  • There’s a subset of “super socials” who use their profiles multiple times a day
    • They have profiles on:
      • Twitter: 23%
      • Facebook: 98%
      • My Space: 45%
  • 56% have smartphones
  • 43% follow brands on social networks

All businesses should consider a Facebook page.

Go Back for Seconds

The best part about a buffet is that you can go back for 2nds. And 3rds. Do the same with your social media. Don’t feel pressured to start out with a million profiles. Be realistic in evaluating how much time you have to commit to creating content and maintaining the account. Having two profiles that really kick ass is much more effective than having five profiles that you only half-heartedly maintain.

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To learn more from or connect with Larkin, follow her on Twtitter – @LarkinGrant
You can also follow the rest of The Millennial Chat Team here.
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Have you started social media marketing imitative at your company? How did you choose which site to use? How many social media sites do you currently use? Are you using different sites for different purposes? What advice would you give someone just starting out in social media?

Join the discussion on Twitter or our Facebook page!

9 Responses so far.

  1. My latest #MC Team post RT @MillennialChat: A Marketing All You Can Eat Buffet http://t.co/XWa0DJuT #millennialchat #millennial

  2. Do you overeat at buffets? http://t.co/4OcxbJLJ Well here is why you shouldn’t overeat when it comes to #socialmedia #millennialchat

  3. How much will you pay for a buffet? http://t.co/DwXHXw54 New #MCteam post by @LarkinGrant for #millennialchat’s blog!

  4. Happy Monday @MackCollier! Would you say that social media is like an all you can eat buffet?? http://t.co/vwnd9ca5 #socialmedia

  5. Jennifer says:

    Love these tips on not going overboard with social media. There’s so many choices out there that someone can really go overboard.

    One tip I’d like to add in is not duplicating exact posts across sites. You are reaching different people on the different sites and they all have different wants/needs. Facebook is great for polling and posting longer pieces, while Twitter is great for sharing information that is important but might clog up a slower-moving stream.

    Also, beware of social media sites that just pull from other sites. Jumo was big news in early 2011 because it was the first social media site for nonprofits. However, all it did was pull in posts from your Facebook page and have a donate option. This might not still be true, but there really nothing that made Jumo stand out from Facebook or any other social media sites.

    • Larkin Grant says:

      Great point Jennifer! Blasting the same content across multiple channels does not do your brand any good. Your Facebook audience is NOT the same as your Twitter audience as your YouTube audience. There may be some overlap, but one surefire way to lose them all is posting the exact same content to every site. That is why you need to identify exactly who you are targeting BEFORE choosing your platform.

      Posterous is another site that lets you publish to multiple platforms at once, which can be useful at times, but like you say should not be used all the time. Also be careful about the buttons that auto post all your tweets to Facebook and vise-versa.

      • Jennifer says:

        I hate it when companies post all their Tweets to Facebook. Hashtags do not work on Facebook and neither does @username. Using either of those just confuses people on Facebook who don’t use Twitter. Companies should have that figured out by now.

        Another pet peeve of mine with the auto-posting to social media idea, blog posts (or something else with an RSS feed) being automatically posted. Take the time to give your audience a little preview of what you’re linking them to and they’ll be likely to click through to read it.

        I might have to do my next blog post on social media pet peeves, I just keep on thinking about them now.

  6. Great #MCTeam post by @larkingrant on how to not go overboard and sign up for all 209 social media sites. http://t.co/psH8OFRh

  7. Great comment by @jenniferlspies http://t.co/Q6RKevqo talking about not cross posting updates on two platforms! What does everyone think?