Christian Arno from Social Media Today has said: ‘The world of social media might be crowded, but that’s certainly not stopping new players entering the market.’ These days, businesses are integrating social media into the marketing mix more than ever, and it’s important to pick the correct channel. If you don’t, your social media strategy may not go as smoothly as first hoped!
Image may be NSFW.
Clik here to view.
In recent years, Facebook, Twitter and LinkedIn have all been dominant in online marketing strategies as they are often less complicated for marketers to get their heads around. But, recent research carried out by Reuters and Ipsos has found that some people are getting bored of Facebook, and it could be the perfect time to broaden your brand’s horizons and step into the niche sector to more specialised platforms.
While Facebook may have close to a billion users, many alternative social networks are aimed at more exclusive audiences. And, these new networks have been praised by Stylus’ media and marketing editor Christian Ward for doing “the preliminary stages of marketer’s job -the targeting and segmenting of consumers.” The Marketer believes niche social networks fall into two distinct categories; themes and interests. And, by engaging with consumers on smaller networks that tend to attract a more exclusive and loyal audience, such as those engrossed by a particular subject of interest to your brand, you are creating a much more personal relationship with your consumers which, in turn, should help increase brand loyalty. Mike Spicer, Pulse Group chief executive said: “Loyalty only comes through meaningful engagement”. He couldn’t be more correct in this instance!
Another way of looking at niche social networks is as a booster to the networks at the social media top table. Lbi communication and social strategist Graeme Wood suggested brands use niche networks to enhance existing social strategies allowing the brand to gain the most benefit.
For those of you not familiar with the new networks making a splash in the social pond, here are some examples:
Quora
Image may be NSFW.
Clik here to view.
With the exception of Instagram and Pinterest which are steadily becoming more mainstream, Quora is one of the more well-known niche platforms. It has the same feel as LinkedIn as well as being a question-and-answer-based network.
SumZero
Image may be NSFW.
Clik here to view.
SumZero is another smaller social network. It is aimed at professional investors and provides a platform to share trading ideas as well as networking.
Best of All Worlds
Image may be NSFW.
Clik here to view.
Best of All Worlds is the ‘go-to’ social network for “leaders in their field”, whether that’s media, investment banking, fashion or politics. The invitation-only site is designed to help users find events and contacts as well as giving members access to city guides and the option to view others’ recommendations.
StachePassions
Image may be NSFW.
Clik here to view.
Although not directly related to business matters, StachePassions, a social dating site specifically for those who like people with moustaches, is an example of just exclusive niche social networks can be.
James Murray, Experian’s digital insights manager, may have hit the nail on the head when discussing the reasons for the growing success of niche social media by suggesting they have done their research and identified areas of the market to explore by offering users something different, rather than being simply “another Facebook”.
However for brands to reap the full rewards, ModCloth’s Alicia Barnes believes niche social media strategies “must be part of your larger brand story and be supported by the other channels.” If your brand is reviewing its social media strategy, have you considered building engagement on niche social media?