Carrie Harman


Should my business be on every social media platform?

August 29, 2021

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“Should my business be on every social media platform?” 

I’d have to say, this is one of the most common questions that I get asked, all of the time! There seems to be a myth among small business owners that they need to be on EVERY social media platform to be successful!

While there is no hard and fast answer to this for a small business I believe it depends on the answer to two important questions:

  • Where are your ideal followers and target market?

  • Do you have the capacity to be on every platform successfully?


Where are your ideal followers and target market?

To attract your ideal customers you need to be present and visible to them where they are. Even if you are not a huge fan of Instagram for example, if that’s where your target market is then it’s worth putting in the effort to be there.


What if I am not comfortable on the platform my target market is on?

Upskill, get help, or outsource!


What if your target market is on every platform?

In an ideal world then Yes, your business should be all over all of the platforms then. BUT as a small business it’s unlikely that you have the capacity (time, $$s, skills, energy…) to do every platform justice. Remember the advice “Quality is better than quantity”?… You will see far better results if you pick say 1-2 platforms, and focus on doing those well, than trying to be everywhere.


How do you choose which platforms?

  1. Rank the social media platforms in order of where your MOST ideal clients are.
  2. Rank the social media platforms in order of where you know well and/or are most comfortable.

How similar do these lists look?

Hopefully, a couple of them will align, and that’s where you should put your focus.

Here’s what I do:

Broadly speaking, my target market is 1. Local businesses and 2. Service-based professionals.

Facebook is my 1st priority.

I initially create my content for Facebook, which also suits my own personal style – a mix of visual (for attention) and written (for educational content). I plan out my content in advance so there is a mix of personality-based and educational content. This helps my feed appeal to my target market no matter which point of their customer journey with me they are at.

Because Facebook and Instagram are linked, it’s then easy to also have a presence there, even though it’s not my top priority. I then tweak the content for Instagram with the addition of #hashtags, maybe a few less words, and sometimes different visuals – though most of the time my content for Instagram is pretty much the same as my Facebook content. Being visually driven, I’ve planned out my Instagram content in a grid that is appealing and eye-catching when viewed as a whole. I stick to that plan on Instagram, which gives me a decent presence, without the creation of new content for that platform ruling my week.

LinkedIn is my 2nd priority.

This is where I will connect with service-based professionals. My master content plan that I use for Facebook forms the basis of what I post on LinkedIn, but I tweak it to be more relevant to the nature of this platform. I also spread my posts across my personal LinkedIn profile and my LinkedIn business page.

Both Facebook and LinkedIn bring good engagement and conversations for me.

My 3rd focus is YouTube

YouTube is the 2nd most popular search engine after Google, and being a video hosting platform, it’s an ideal place to have a presence as a video content creator. However, I will readily admit that I am woefully behind optimising my presence there, and am only partway through updating my YouTube Channels in line with my rebrand (August 2021). It’s on the To-Do list!

I COULD be on TikTok – being a video sharing platform, but TikTok is really not my thing and I don’t have the capacity to create enough of my own video content to keep up a good presence there (I’m too busy creating great video content for my clients!). I’ve accepted that and no longer feel the pressure of where I ‘should’ be.

Likewise Pinterest probably could be good for me, as more and more people use that platform as a search engine and for inspiration, but I haven’t got there yet.

Key takeaways:

  • As a small business you DON’T need to be everywhere. Do 1-2 relevant social media platforms well.
  • Be where your target market is and where you have the skills/confidence/capacity to be.
  • If your preferred platforms and your target markets preferred platforms don’t align, upskill, get help or outsource.
  • Have a master content plan and tweak it to be relevant/most appropriate for each platform you are on. You don’t have to create new content for each platform!

Next steps…

Show up, be consistent and put your effort into the social media platforms you have chosen for 3 months, then analyse, reflect and reassess.

If you need a hand knowing what to post about, putting together a content plan, or are interested in having content created for you, check out the services I offer, or get in touch for a chat.

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