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.
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.
- 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.
- 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.
- 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.
- 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.
- 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
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.
In other network news, TikTok is partnering up with Shopify to offer TikTok ads.
Helpful links on how to improve your digital marketing
Learn how three Facebook tracking tools—the pixel, offline event tracking, and Facebook SDK—can help you create higher-performing ads.
If you want to finally start ranking on Google, follow this simple four-step guide to on-page SEO optimizations. (No need to create new content!)
Lean on mainstream style guides for things like state abbreviations or comma usage. But beware their limitations in helping you contextualize sensitive issues or write about marginalized identities.
Anything I've enjoyed reading recently
Though gardening was a common profession for Japanese American immigrants pre and post-war, their era is now over. How do their descendants perceive and preserve their family’s history today?
Americans are drinking significantly more coffee at home during the COVID-19 pandemic, according to a major new national poll released
Gender-based barriers not only affected female entrepreneur’s mental health but also added pressure to their work and impeded their success.
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!
At this time, I'm open to: one-time coaching session clients or future project work (2+ months).
What'd you think?
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By Jenn Chen
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