Social media can be overwhelming. Just look at how much the field has changed in the last year alone. A year ago, Pinterest was virtually unheard of, Google+ was still being developed and Instagram wasn’t worth $1 billion. If you’re using all of these channels to promote your brand, while still maintaining your presence on Facebook, Twitter and YouTube, you’re probably doing too much.
You really don’t have to do so much in order to see success through your social media marketing efforts. After all, there is only so much time in the day and you probably want to spend the majority of it running your business rather than running your social media campaign.
So heed these words of advice: More is not always better. Just because you’ve taken thirty seconds to fill out a profile on every social network under the sun, you don’t need to be actively involved on all of them. You just can’t be. That would become a full-time job.
So then, if you’ve read this article and found yourself in the situation described above, it’s time to cut back and focus your social media efforts in the places that really matter. How? First, you need to find out where your fans are. Where are you getting the most engagement? Which network offers the best opportunity to connect with your followers? That’s what matters.
Then, focus on those social networks and don’t worry so much about the rest. For example, if you’re only updating your Tumblr page once a month, it probably isn’t helping your brand image anyway. It would be better if your didn’t have a Tumblr presence at all in that case, but that’s just my opinion.
Social media marketing can be as easy or as difficult as you make it. Your effort will definitely determine your level of success, but where you direct your effort absolutely matters. Direct it at just a few social networks and focus on each and every connection you make on those platforms.
You’ll quickly see for yourself that more is not always better. More is just … well, more. I guess what I’m really trying to say is that quality rather than quantity keeps your audience happy, and a happy audience leads to success for you and your brand on and off the interwebs.