5 questions brands should ask before using any social media tool

Just because a shiny, new platform or digital network is dangled in front of marketers doesn’t mean your company should necessary be on it.

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When I was overseeing content strategy and execution for my clients, we would generally work on a POV for each new platform that would come into play. We did this for Pinterest, Instagram, and Vine (among others) over the last few years. Part of that POV was assessing which brands would be a good fit for the platform.

That doesn’t mean the client would automatically sign on for that platform, but it was incumbent upon us to make sure we at least made the recommendation (sometimes over and over and over).

Here are five key questions:

1. Are people using this platform to talk about your brand, your industry, or your competition?

This is easy enough on platforms that use hashtags. I can search #Starbucks on Instagram, for example, and see that nearly 1.9 million photos bear that hashtag. If I’m managing the brand’s social media presence, this tells me that there are 1.9 million potential conversations and pieces of user-generated content out there. This is definitely the right move for that brand to be using that platform (and Starbucks is using it—quite effectively as it turns out).

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