Instead of going with one strategy and one social platform, your best method is to diversify, while keeping consistency in your message.
Suppose you’re targeting the C-level employees, who make the final decisions, especially on financial matters, you will not use the same process as you would the manager and employees on the floor.
C-level employees are not spending time on social media sites like Facebook. They
typically have very limited time during the day. If they go on the Internet, it’s to find specific information regarding their company, their industry and/or their competitors.
In some industries, lower-level managers and employees may have more time when it comes to the Internet. They are not always seeking more information about their industry, their company or their company’s competitors.
To reach the C-level suite, email marketing is still effective, to be followed by direct mail. You can acquire industry information from companies such as Hoovers or IBIS World. With well-crafted emails, you can reach these decision-makers and keep their attention. This must be followed up with direct marketing efforts.
These are the leads you want to ultimately reach. However, you cannot discount the influence lower-level employees have.
To reach lower-level employees, social media sites, the biggest being Facebook, are still applicable. But these posts, however, must have attention-grabbing imagery and/or video. The information gathered here can be shared with upper-level management, who have access to the C-level suite.
For example, a construction supply company has a particular product. Their challenge is to reach the decision-maker. At the same time, they would like to reach the construction project manager, and even the construction worker.
With a diverse approach, using targeted emails, direct mail and social media, the construction supply company can reach its diverse target audience.