We’ve all heard it said that we shouldn’t put all our eggs in one basket and, in business especially, this idea of spreading things out can often seem integral to success. After all, the more you branch out, the more you should be able to increase productivity and results overall.
With social media, especially, the ability to set up free profiles leaves many business owners believing they should forever work towards more. The trouble is that, as well adding to workloads, attempting to cover all social media bases could see your efforts failing across the board.
Of course, this goes against a great deal of popular advice, and we don’t expect you to follow our word blindly. Rather, before you set up yet another business profile on Snapchat, TikTok, or whatever else, consider how doing so is actually damaging your cause.
# 1 – You’re spreading engagement too thin
Success on social media means engagement, with the most recent algorithms seeming far more favourable towards accounts that like and comment on other people’s stuff as well as their own. Yet, there’s no way that you can keep up with the level of engagement necessary for success across the growing ream of modern social media platforms.
As such, trying to do it all is going to leave you falling out of favour with the platforms of your choice and, more importantly, failing to respond to the follower comments and messages that inform your ability to grow the trusting relationships that social media is all about.
# 2 – You’re failing to reach your objectives
As you’ll know if you’re working at achieving your targets with the OGSM model, objectives quite literally form your understanding of what you’re trying to achieve, how you intend to achieve it, and also how you measure success. Unfortunately in the modern business market, many businesses assume that all social media platforms can help towards that in some way.
But, like anything in the working world, cherry-picking the most applicable social media options means considering which will help towards your objectives. For instance, if you’re aiming to appeal to a personable, young audience, then platforms like Snapchat or TikTok are almost always best. By comparison, service providers or other B2B businesses are sure to see much higher success on professional platforms like Linkedin.
# 3 – You never know where to direct customers
It’s also worth noting that dipping your toes in too much social water can make it increasingly difficult to know where to direct potential leads. After all, you want to keep things simple and make sure that you’re easy to find. That’s never going to be the case if there are more than four or five social handles on your business card.
As many companies are finding out the hard way, while social media matters, more isn’t necessarily more where online efforts are concerned. Instead, strip back to the most essential of social media bare bones, and start enjoying more returns for a whole lot less work as a result.