Mastering One Social Media Platform at a Time

Whether you are a large business or a small business, you are more than likely on some social media platforms. With almost 2.8 billion users worldwide, social media has become essential for businesses to improve …


Whether you are a large business or a small business, you are more than likely on some social media platforms. With almost 2.8 billion users worldwide, social media has become essential for businesses to improve brand awareness, boost traffic to their websites, and connect with their audience for seamless customer experience. It is clear that you should use social media to promote your business, but do you really know how?

In an ideal world, you have a strong presence on each major social media site with varying content for each. But with over 300 active social networking sites and at least 10-15 major sites, having top-notch content and engagement on each is not very realistic. Between busy schedules, limited resources, and other important things to accomplish, staying consistent on social media can be a challenge. When it comes down to it, having a strong presence on one or two sites at first can be much more beneficial than starting an account on every site. Don’t believe us? Consider these factors.

Each platform has a purpose and an audience.

Each platform has a purpose and an audience

Facebook, Twitter, LinkedIn, Pinterest, Instagram, Youtube…the list goes on and the content type varies. While it’s great to be able to post the same information across each platform, that is not going to fair well with the audience. For example, If you are a restaurant and you want to share your special dish of the day – Facebook and Instagram users will essentially eat up your photo advertising, however, your followers on Pinterest are just going to want your recipe – there is no time for eating out in the world of DIY.

Algorithms are constantly changing.

Algorithms are constantly changing

Facebook alone has made over 50 changes to its algorithm in the past 10 years to meet the demands of online trends – many of which have to do with how your News Feed is organized. This may seem like a lot but compare that to a Search Engine algorithm that updates hundreds of times a year and that number might not seem so bad. As a business, if you want to stay on top, you have to be relevant. So now, you have to create various types of engaging content and keep up with how the network prioritizes its content each time the algorithm changes. Spreading yourself across 4-5 platforms can be counterproductive and cause you to waste valuable work time.

The jargon can be overwhelming.

The jargon can be overwhelming

Reactions, hashtags, avi’s, DM’s, and filters. What word did we lose you at? Different platforms have different words that accompany their operations. Remembering that hashtags are more popular on Facebook, Twitter, and Instagram and that DM stands for Direct Message may not always be the easiest thing when you have millions of other tasks to accomplish during the day. While a fair amount of jargon does translate across some platforms, this is not always the case. It’s important to know what you are talking about when you are creating content.

If you want to make the most out of your online presence. Dedicate your time to learning one platform before creating accounts on all of them. The purpose of using social media as a business is to connect with your audience, and spreading yourself too thin can jeopardize your hard work. Learn your platform, learn your audience, and deliver the content that keeps your business at the top of their news feed.

About the Author:

In 2012, after just two years in business, Proximo Marketing Strategies went from a small home-based consultancy to a multi-faceted marketing agency with a brick and mortar office and a staff of seven dedicated marketing professionals. We are a team of designers, developers, creatives, social media managers, marketing strategists, search engine optimizers and search engine marketers that have come together to form Proximo Marketing Strategies, a digital creative agency based in Hampton Roads, Virginia. We hope you’ll reach out to us to see why we’re not your grandmother’s marketing agency.