When considering what social media buttons to add to you store or blog, your immediate reaction might be “All of them!” More the merrier right? More buttons, more exposure?
Not necessarily. Having dozens of social sharing buttons looks cluttered and can be visually overwhelming to your readers and customers. Too many options can scare away or distract even social users. So how do you decide which ones to add?
You need to ask yourself three questions:
What social platforms generate the most traffic/sales?
Like everything else in online business, you need to measure your social efforts. From looking at your store or blog’s analytics, you should be able to tell what platforms are the most profitable for you by looking at the traffic generated from each platform. Make sure to also take in to account the time on site, pageviews and obviously conversions (if you have conversion funnels set up in your analytics).
Just as beneficial as knowing knowing the social platforms that work best, knowing what platforms don’t work is key to choosing the right social buttons. Focus your users attention on the sharing of valuable networks by eliminating the option to share on networks that won’t generate value for you.
Who are you customers?
While understanding what works now is an important element, it is not the whole picture. You may be just getting started and not have the history to work off or you know from studies and research that one social network is working for your industry, but you haven’t seen the benefit yet. Just as important as measuring existing social efforts, is knowing the platforms- who uses them and how.
For example, if you are selling fashion, you shouldn’t ignore Pinterest (even if you haven’t seen Pinterest traffic yet, there is great potential). If you write tons of great content on your company blog, don’t ignore Twitter – it’s an information sharing machine! Once you understand each platform, who uses it and how they use it, you will start to see the networks that are right for your company. The below infographic does a great job of giving the typical profile of each network.
Where am I?
Make sure that the buttons you choose are networks that your company can connect with them on. But don’t ignore a social network that meets the other two criteria just because you are not active on it. After measuring your efforts and researching the platforms, you need to consider amping up your engagement on the social networks that rose to the top.