In the digital marketplace, there is always a new digital innovation or social media trend. And the hype that goes with it will make you think it’s necessary for your company or organization to adopt it in order to stay relevant or current. But that’s not always the case.

peer pressure in branding

Know your audience

The important thing is to know what makes the most sense for your organization and how to best engage your audience. Social media can be a great avenue to share content and be seen as a thought leader in your industry. But before you jump into it, you need to look at who you are trying to reach and which social media channels are right for your firm.

After looking at your audience, if you determine that only a small percentage even use social media, then you may not need it. More traditional methods like direct mail, email or print may be the better avenue rather than the latest digital innovation. But this decision should be made after thorough research.

Choosing the right channel

What’s the point of monitoring and managing a Twitter or Facebook page if your audience is unwilling to connect with it? Once you know your audience, it’s important to know each social media channel well, and how it can help you reach your marketing goals.

Each social media channel has a unique purpose and audience. Facebook is more social, Twitter is more real-time and news related and LinkedIn is more professional. Be sure to do your research and see where your firm fits best. You especially want to avoid these pitfalls if you are just getting started with social media.

One popular social media channel is Pinterest. But according to a Nielsen study, 84% of Pinterest users are women. It is also a very visual platform, so if you firm has visually stimulating work to showcase, then Pinterest could be right for your business. For example, if you own a retail store, you could showcase your products on Pinterest and then link them to your ecommerce website to drive traffic and increase sales. But if your firm targets an audience of mostly males, then it may not lead to the results you want.

Don’t give in to the peer pressure

Today, it’s easy to feel that we need to catch up and keep up with the latest technology trends and integrate them into our marketing strategies. But there’s a constant flux of technology out there. And maybe the right one for your firm hasn’t come up yet.

Be strategic in choosing which social media channels or technology trends you want to incorporate into your marketing program. Once you do choose one (or a few), the most important part is to commit to it. One of the worst things your firm can do is create a social media channel and then not update it frequently, or at all.

Being innovative with social media and technology does not mean throwing everything that comes along into your strategy. It’s being smart about what you use and how you use it—if you use it at all. And sometimes the smartest thing you can do is say no to technology you don’t need, and focus your efforts on what truly matters for your organization.