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5 Questions to ask when considering a new network

I am writing this in a very sleep deprived state. Zoey has been having digestive issues since Sunday
Coffee Marketing
5 Questions to ask when considering a new network
By Jenn Chen • Issue #113 • View online
I am writing this in a very sleep deprived state. Zoey has been having digestive issues since Sunday night, we just got back from the emergency vet, and now have antibiotics on hand. Next week, I’ve tried to limit my hours and also to preemptively take Wednesday off. I hope those of you in the US are able to give yourself extra self-care next week.

Featuring my own work & press
Featuring my own work & press
5 Questions to ask when considering a new network
This question comes up as often as a new social platform pops up and reaches a certain threshold of users. Some, like Snapchat and TikTok, defy odds and become big enough for brands to take notice and spend ad money on. So when should a small business consider joining or taking on a new network? Whether it’s new to the scene or new to you, the considerations are the same. 

  1. What resources do you have to explore and learn a new network? There’s a learning curve to every new tech platform so you’ll need to set aside a significant amount of time for just setting up your account and exploring around. After the setup, you’ll also need to dedicate time to creating/posting/managing the account. If you’re feeling stretched thin on your current networks, then a new one would not be a good idea.
  2. Do they have the right audience for you? Whether it’s a new audience you want to target/reach or a demographic set that you know is now on the platform, you still need to do your research and see who’s using it AND how often. The network could have half a million users technically registered but only a few thousand who log in daily or weekly. Finally, if the audience is a new demographic for you, you’ll want to make sure that you have someone who is able to engage authentically with them.
  3. Will you need a new software to manage it? If you use a third-party platform to manage your current networks, you’ll need to factor the costs (time, labor) that managing a new one would bring.
  4. Are there other companies in your industry already on there? Or related industries?And are they (from the outside) performing successfully? On one hand, few businesses in your field means you’re a big fish in a small pond. On the other, it might mean that the network isn’t for you.
  5. Do you have the content or capacity to create the content that is needed? It’s one thing to use the same video for Facebook and YouTube, it’s another to put those onto TikTok and expect similar results.
New networks are exciting but also a risk. You’ll need to balance all the considerations first before joining a new one. If you need some research on users and their usage, Pew Research Center is a good place to start.
Quick text updates & links on what's new on the networks
Quick text updates & links on what's new on the networks
Instagram added: IG DMs to their API, which means that if you use a 3rd party management software, you might get to respond to DMs from there pretty soon! The network also changed the IG Live limit from 1 hour to 4 hours and added a new post-level age gate for branded content. It’s working on having the Live sessions be available in the Archive for 30 days (instead of needing to save right after the Live ends). Finally, it’s cracking down again on influencers/businesses who do not disclose branded partnerships.
Facebook added: new ad options such as tagging products. It’s testing: discount features for shops. It also released an updated report on how the pandemic has affected small businesses.
In other network news, TikTok is partnering up with Shopify to offer TikTok ads.
Helpful links on how to improve your digital marketing
Helpful links on how to improve your digital marketing
How to use Facebook Tracking to Measure and Improve Your ROI
How To Optimize and Update Your Published Articles and Blog Posts to Rank on Google
How to Find Inclusive Style Guides That Lead to More Thoughtful Writing
Anything I've enjoyed reading recently
Anything I've enjoyed reading recently
Pruning the Bonsai: How the History of Japanese American Gardeners Lives on Through Their Descendants
Americans drinking as much coffee now as pre-pandemic
Self-Employed Women Are At A Higher Risk Of Having Poor Mental Health, According To Study
An update from my container garden!
An update from my container garden!
I recently chopped up my oyster plant because it was getting leggy. The new propagations have taken root and are quite happy!
I recently chopped up my oyster plant because it was getting leggy. The new propagations have taken root and are quite happy!
At this time, I'm open to: one-time coaching session clients or future project work (2+ months).
At this time, I'm open to: one-time coaching session clients or future project work (2+ months).
What'd you think?
Feedback, questions, or fist bumps 👊 – send them my way by hitting the reply button. Also happy with the 👍 at the end. Or find me on the social networks @thejennchen.
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Jenn Chen

Thoughts on digital marketing as they intersect at specialty coffee, social media, writing, photography & social issues. 2x a month on Wednesdays. @thejennchen | https://jennchen.com

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