Do You Really Need Every Social Media Platform for Business Success?


Facebook. Snapchat. Twitter. Instagram. Pinterest. The number of social media platforms available for your business is often larger than your time and focus. While it’s easy to want your business to be everywhere, less is often more when it comes to social media. The most important thing to demonstrate on a social media platform is relevant activity. Before rushing to join every social site, there are a few basic questions you need to ask yourself about your business and its goals:

Who Is Your Target Audience?

One of the first questions you need to ask yourself when choosing how to build your online presence is about your target demographic. Who are you trying to reach with your business? Are you marketing to teenagers or middle-aged adults? Is your business marketed to a specific gender? Certain social platforms are more popular with one group than another.

While Facebook was once the chosen website for young people and it remains the most popular social media platform overall with 2.07 billion users, it is now most popular with older adults. Meanwhile, 37% of 18-to-24-year-olds could be found on Snapchat in 2016, with the number of users dropping steeply after age 34. Some social media platforms have also proven to be more popular among specific genders, with Pinterest being wildly popular among women of all ages, while males dominate Youtube and music sites.

What Are You Posting?

Although they all provide a platform for publicity, not all social media platforms are created equal. Pinterest might be the main option for a fashion company, with the ability to ‘pin’ well-taken photographs of clothing to attract potential buyers. But is it right for a company specializing in consulting young entrepreneurs? If your business isn’t going to generate a variety of appealing images, Pinterest is likely not a social platform in need of your attention. However, if you can produce interesting video content, Youtube may be your platform of focus.

What is the Goal of Your Social Media Use?

It’s important to compare your social media goals with each platform. Twitter, for instance, is ideal when it comes to succinctly promoting information, but avoiding oversaturation on the site is important. Twitter is, at its core, a website of conversation, and it’s important for users connected with a business to keep their output compelling and relevant. If every tweet you post is an ad for your company, the surrounding conversations on your audience’s feeds will simply drown out your business.

How Much Time Do You Have?

Be honest with yourself – How much time do you really have to devote to social media? Are you hiring someone to run your accounts, or are you maintaining them yourself? Being present across every available social media platform is not only unnecessary based upon the needs of your business, but an inactive platform may actually be damaging if potential clients or customers stumble across the site. If you have limited time, it’s better to be active on a few platforms than present but inactive on all.

You want your business to succeed, and social media provides incredible tools at contributing to this success. Nevertheless, registering your business on every social media platform is likely not the best option. Take the time to determine who exactly you are trying to reach by using each service, and if that service is the best choice to meet that goal. Research the various platforms, and compare how they distribute news and information to your own plans. Finally, take stock of just how much time you have to devote to your platforms. As with most things in life, quality over quantity is usually the way to go.

This is a guest post by Josh Elkin, founder of Best Coast Marketing – a marketing agency which helps increase their clients’ traffic through organic link-building. Josh enjoys writing about entrepreneurship, marketing, productivity and self-improvement.


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