While studies show users definitely expect businesses to be on social media, they don’t expect us to be on every social network.
Many companies new to social media think they should be on every network their audience is on in order to look professional.
In reality, creating accounts on too many networks results in wasted money or effort when, months later, you find that neither account has generated any leads, sales, or social activity. Ouch.
But why does this happen?
When you join more networks than you can handle, you end up either sharing “filler” content that isn’t engaging (so no one pays attention), or sharing the same thing on every network, (so no one follows or engages because accounts look managed by a robot).
Smaller brands can often only effectively manage one or two networks at a time. Unless you have at least one team member whose primary job is social, you’ll burn out quickly trying to create content for, and engage prospects on, numerous networks.
How Market Like a Pro:
If you’re active on Twitter, stick with it, master it, completely rock it out… and join another network only after you’re consistently finding (and converting) leads on Twitter.
If you move on before that, you risk spreading your team so thinly that you get clients from neither network.