The pressure to be present on all existing social networks as a brand can be exhausting. We are stressed by the idea that the more networks we are on, the better the communication will be, or that we will automatically reach a larger audience. So how do you determine which social networks your organization should focus its efforts on?


When we create marketing strategies, we also decide which social networks your brand “should” be present on, considering many factors such as who you’re trying to reach, what your business objectives are, and the message you are trying to communicate. At the end of the day, no two brands are alike, and no one size fits all.


So, Do I Really Need To Be Present On Every Social Media Platform?

Before deciding which social networks to be present on, we recommend you  take note of these key factors that will help you see the bigger picture.


Not all platforms are a fit for your brand: Depending on the products, services, or even the size of your  company, some social networks could be more beneficial than others.


You must find the best channel for your message: Some platforms are more “friendly,” while others are more “professional.” Knowing this distinction between networks  is vital for the different messages you send.


Too many leads generated: Although it may not seem like it, having too many prospects can be counterproductive, leading to poor service and lost sales.


In some cases, less is more: Having just enough channels would mean that all your team’s efforts could be focused on improving the quality of a specific area and not having too many channels with little follow-up and poor communication.


Adapt Your Content to Different Channels


Figuring out how to successfully deliver your message one channel at a time can be a big challenge. Not spending time and effort on platforms that don’t effectively get your message across to your audience is key.


For example, LinkedIn is a great place to demonstrate thought leadership. LinkedIn users are interested in content that helps them stay informed about their business. You might consider sharing an article about trends in your industry along with your analysis of these trends. On the other hand, Instagram is highly visual, and its users love saving inspiring posts for later. You might consider showcasing your most recent work or behind-the-scenes photos of your team. 


Once you’ve tailored your approach, you can begin to consider a strategy to send a comprehensive and unified message across all marketing channels your brand uses. Integrated marketing provides consistency wherever customers choose to interact with your brand and saves a lot of time.


Still need help creating a social media strategy? Give us a call.