Don’t Go There – Or There
Most people know the Johnny Cash song, “I’ve Been Everywhere,” but just in case you’d like to get the earworm in full effect:
While I support testing out the horizons for travel purposes, it just does not make sense when it comes to social media marketing.
Many people have the misconception about social media that they have to be EVERYWHERE. This simply is not true. In fact, spreading yourself thing over too many social media platforms can actually hurt your small business instead of helping it.
While it won’t hurt your brand to reserve social media channels (for instance, getting the same username on Facebook, Instagram, Twitter, etc.), as a small business owner, you do not have the time to be on every platform and do it well. And if you aren’t planning to do it well – you shouldn’t plan to do it at all.
So how do you choose which social media platforms to use?
It all comes down to your target market.
If you are a boutique that sells baby clothes – you have no business being on Twitter or LinkedIn, but you need to be on Instagram.
If you are a community hospital – Snapchat may not be right for you, but Facebook definitely is.
One of your absolute first steps is identifying who your target market is (age, gender, interests, etc.), followed by where/how to reach them (social media and which particular platforms, sponsorship opportunities, etc.). Once you have determined both of those things, you can then look at your goals for marketing, and align your goals and how social media can help you achieve them.
You still run the risk of spreading yourself too thin, though. Remember what I said about doing it well or not doing it at all? It is always better to start small and grow. So, if you think you only have time to do one well, but your target market is on both Snapchat and Instagram – pick one, do it well, and then eventually branch to a second.
If you still do not think you have time to manage your social media activities (or to figure out which platforms you should be on), our social media management and comprehensive social media marketing plans can help