Google ‘small business social media’ and you’ll find hundreds of articles touting the need to be on every single social media platform.

People think that they have to be everywhere in order to reach the most people.

But the truth is, being on every social platform can hurt your business more than it can help.

Establishing your business on every single social media platform (and there are a lot these days!) can distract and disengage your followers. Plus, not all social platforms are the right fit for your target audience.

Being On Every Social Platform Can Hurt Your Business
Of course, it seems tempting because social media is free marketing, but only if done well. If you’re creating bad content, or irrelevant content just to have something out there on a specific platform, you’ll turn off your followers.

There is a lot of competition for people’s attention. Only the best content is getting seen these days, thanks to endless algorithms. Throwing something out there to see if it sticks isn’t a great social media strategy.

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It’s also time consuming to create content for multiple platforms and multiple audiences. Your business should only be on the platforms that are relevant to your target audience and that are generating a ROI.  As a small business owner, you have enough on your plate without wasting time on platforms that don't make you money.

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Focus On Finding The Right People, Not The Most People
You don’t need to be moderating a Facebook group if your target audience spends most of their time on Pinterest and Instagram. Picking a select few social platforms to grow a loyal following on is better than being on every platform and having no interaction.

Curation has become the name of the game, both in regards to content and to audience. You should be speaking in a specific language, to specific people, using specific marketing tactics.

For example, if you’re speaking to moms about working from home, you should be on Facebook, using images of parents and children, and talking about how to balance schedules and daycare costs. You don’t need to be on Instagram (which has a younger demographic base) sharing vacation photos. It’s not what your audience is looking for, and it’s not a good platform to find your key audience.

So before you spend your days creating accounts on Snapchat, Facebook, Instagram, Pinterest, Twitter, What'sApp and Youtube, do your research. Find out where your audience is already, and focus on those platforms. Think about what your message is, and how you can best present that.

Write Better Content 
One complaint I hear often from business owners is how no one responds to their social media posts. More specifically, they complain that no one buys based on their social media copy.

If this is you, then the first thing you need to do is realize that social media isn’t necessarily to get people to buy. Instead, social media is the first step in your sales funnel. You use social media to drive traffic or increase leads.

If you want people to buy from you, they need to trust you. One way to do that is to be as transparent as possible on social media. For example, participating in twitter chats can give you the opportunity to have open dialogue with customers.

The same concept can also be applied to any social media platform. For example, you can ask your Instagram followers a question and encourage them to comment. You can also encourage them to tag their friends.

Some of the most engaging social media copy is when business owners share stories. For example, a customer of ours recently shared a story of some of the biggest mistakes they've made in business. It’s provocative, it gets people talking and it allows people to get to know you a little better.


It's better to start small and do things well than waste time, resources, and goodwill by trying to please everyone.


 Emily LaDrig is the Chief Execution Officer at Excelerate America, the fun, smart services for businesses looking to level up. Which social channels does your business have the most success with? Reach out to Emily at

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