Why your business shouldn’t be on every single social media platform is a discussion that we have frequently on our training courses. The discussion usually starts with an attendee asking, “Surely as social media channels are free we should be on them all?”
Yes, they’re free and easy to set up, but just because something’s free doesn’t mean it’s good for you or your business, in the same way eating everything at an all-day buffet isn’t good for your body.
Many smaller businesses who open multiple accounts, soon find they haven’t got the capacity to do each social media platform justice.
They may be one of the ever-increasing numbers of organisations that display a proliferation of social media logos on their websites. It often looks good, from a design and signposting point of view, but on clicking users are disappointed to discover half-set-up accounts, few or no posts and small or non-existent communities hiding behind these social logos. The effect is that they’ve taken a captive audience off their website to a cul-de-sac of vacant lots.
Those that create content for every channel often copy and paste or automate posts to be sprayed out from a social media management app to each platform. Sadly, in this instance, the act of posting to each channel is seen as the goal rather than fulfilling business objectives.
So, do some research before jumping in and work out where your audience is hanging out. Just because you like a certain platform or there’s a new platform just launched that’s cool, it doesn’t mean your audience is already there or will move there.
Once you find you audience, perhaps on one or two channels, concentrate on building awareness and relationship with them, thinking about how you move them in the direction of achieving your objectives (awareness, lead generation, sales etc.).
Anyone who’s ever come to me or my colleagues at SocialB know that we always stress the importance of strategy. Strategy comes first, the strategy outlines your objectives, strategy defines your audiences and strategy decides on your platforms and the content you’ll post.
A strategy is important and means that you won’t be tempted to be on every platform but concentrate on those which will help you achieve your objectives.
We’re often taught that every rule has an exception and there is an exception to the “not being on every social media platform rule”.
While I’ve personally been quick to set up accounts on new platforms when they appear, I was foolishly a bit slow off the mark with Instagram and Snapchat. On most other platforms, I’m @simonbadman, sadly on Instagram and Snapchat I’ve had to settle for @simon_badman. In this instance, it would be a good thing for me to have claimed all my social accounts before I needed them.
Likewise, your social media strategy could change and the audience you’re trying to reach move to another platform. Secure your usernames on these other platforms, lock them down if needed, but still focus on the those which are critical to fulfilling your objectives.
Additionally, brandjacking has happened throughout social media’s history and a wise decision would be to claim your username on each platform just in case some mischievous person decides to open an account on your behalf and impersonate you. You don’t have to be “on” these channels actively or promote them, you’re ensuring that someone else isn’t active on your behalf on them.
So, don’t feel pressured to be active on every social media platform, create a robust strategy, go where your audiences are hanging out, but secure channels where you’re not active in case of brandjacking and the potential to use these in the future.Discover why being on every social media platform is a bad idea