Remember Clubhouse?
Oof. I do. I remember about 15 of my closest friends and colleagues telling me I just had to get on it. I remember waiting anxiously for the exclusive invite. And I remember hosting a conversation there on behalf of my then-employer, a conversation that was way more cringe than cool.
They swore it was the next big thing. They said it would change the way we did social media.
And then, just as quickly as it blew in, it faded away.
For that reason, and maybe a few more, I’m hesitant to get on BlueSky.
The new social media service – the biggest current competitor to Twitter (X) – has seen a huge uptick in recent weeks, as folks join a mass exodus away from traditional platforms.
And if, like me, you’re the leader of a social organization, you might be thinking to yourself, great, do I need to sign us up there too?
Well, not necessarily.
The truth is, social media, in and of itself, isn’t the answer to all of your marketing problems or goals.
Why?
Because marketing is all about your audience – from what you say to how you say it, and even to where you say it, marketing is all about meeting your community where they are.
So if your audience is on BlueSky – and I mean really, actively engaging on it – then yes, you want to be on BlueSky.
If your audience is on Instagram, and their feeds are just waiting for that content that only you can provide them, yes, get on Instagram.
But if your folks are not really paying attention to new platforms, or if they sign up with accounts there that they don’t use, don’t bother. You don’t need to be everywhere, you just need to be where they are.
Think about your crowd’s age, interests, habits. Where are they likely to hang out? Let that guide your social media strategy.
And let’s not forget about email!
Believe it or not, email is still the most effective way to reach your community. It’s still the most personal, immediate, and algorithm-free way to communicate with an audience that wants to hear from you.
Take care of your email list first, and then tackle social media. Selectively.