Did you know that if you were to Google the words ‘small business social media’ you’d find hundreds of articles about why your business needs to be on all social media platforms?
“The thinking is this,” says Small Business Trends, “[that] you have to be everywhere people are in order to reach the most people.”
But that thinking is flawed. In fact, being on every social media platform can actually hurt your business more than it will help.
Why You Shouldn’t be on Every Social Media Platform
“Getting on to every single social media platform (and there are a lot these days!) can distract and disengage your followers,” warns Small Business Trends.
While it’s true that social media is essentially free marketing, it’s only effective if it’s done well. Creating bad or irrelevant content just so you have something to post on all social platforms will only isolate readers.
“Social media is about the people! Not about your business. Provide for the people and the people will provide you.”
Source: Matt Goulart
As you know, there’s a lot of brands vying for people’s attention. But due to search engine algorithms, only the very best content is getting viewed. That means quality content is going to win over quantity.
Unfortunately, few businesses actually manage to produce compelling content that social media users share. Without this level of engagement, suggests OMI, content can’t fulfill its true purpose.
Shareable content is always high-quality content. You can’t expect people to become interested and engaged with superficial and/or sloppy content.
“Do not write BS if you don’t know what to write! It’s as simple as that.”
Source: Lilach Bullock
Creating quality content for multiple platforms can be very time-consuming, so it’s important to focus your content on the platforms that will actually produce returns for you. After all, as a small business owner, you have too much going on to be wasting your time on social media networks that aren’t profitable.
It’s Better to Find the Right People Than The Most People
Not every social media channel will be an ideal fit for your brand.
Let’s say, for example, that you want to reach moms about working from home. You’d probably want to focus on Facebook, posting images of parents and children, and sharing content about how to balance schedules and daycare costs. In this case, being on Instagram—which has a younger demographic—probably isn’t a good platform for finding your key audience.
The important thing is to focus your energy on the areas where you notice stronger audience engagement.
“It’s not our job to tell our audience where we live. It’s to grow communities where they live.”
Curation applies to audience as much as it does to content. “You should be speaking in a specific language, to specific people, using specific marketing tactics,” says Small Business Trends.
Selecting just a few social platforms on which to grow your loyal following is far better than being on every platform and getting no interaction at all.
Author Erik Qualman once said, “We don’t have a choice on whether we do social media, the question is how well we do it.”
With that in mind, don’t waste time creating accounts on Snapchat, Facebook, Instagram, Pinterest, Twitter, and Youtube before you do your research! “Find out where your audience is already,” suggests Small Business Trends, “and focus on those platforms.”
Once you find out where your audience is most likely to engage with your brand, put some real thought into creating high-quality content. You’ll know when it’s working because your social traffic, engagement & leads will increase (and they’ll be higher in quality, too).
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Also published on Medium.