A01 chaf6542 06 se fm indd

Q. How should a company assess the relevance of different social media 

opportunities to prioritise their focus?

Kate Webb, Vision Express

: Having clear objectives and a clear strategy will help – 

enabling you, on a case‑by‑case basis, to identify what social media opportunities work 

for which promotion/aspect of the business.

It’s important for any business/brand not to spread their actions/activities too 

thinly. Identify where the majority of your customers are and focus on engaging well 

with your customers on a few platforms.

As well as identifying which platforms to be active on, it’s important to also under‑

stand to what extent you work with these platforms. Does your business need/require 

interactive apps or games? Or is simple communication the key to your social media 

engagement?

I feel it is also important to identify where social media fits in with your overall online 

and offline presence, and ensure that it complements your other activities. Recently I 

have seen an increase in brands advertising both online and on TV their Facebook and 

Twitter presences, but not their website. To me, a brand’s website should take prec‑

edence, and social media presences should complement the website messaging and 

be aimed at engaging customers with the website.

If through doing these engagement activities we acquire customers, then great, but 

this isn’t our primary focus.