Twelve years of marketing, tested in public, one post at a time.

Should your business be on every social network? Do you really need to be active on all of them?

Listen, there are a LOT of social networks out there. From Facebook to YouTube and everything in between. There are easily TEN mainstream networks that most people know about but there are literally new networks launching every day. Not to mention platforms like Discord or Slack where private communities can be hosted.

That’s a lot of potential platforms to be on and let’s be honest… that’s too many for most businesses to stay on top of. Even if you have a full time social media manager, they’ve likely got their hands full being present on just a few of the mainstream networks.

And here’s the truth: businesses today do NOT need to be on every network and platform. You don’t have to be active everywhere. You only have to be active where it counts.

That means understanding where your target audience tends to prefer to spend time, and prioritizing your social media marketing accordingly. Maybe that means LinkedIn and Facebook are your priorities, or maybe that looks like TikTok and Instagram for you. The key is to have done your research and to have an understanding of who your target audience is, and which networks or platforms they prefer.

Now, should you create a profile on all of the mainstream networks? Absolutely. Make sure you have a branded page or profile with your name and logo and details, even if you never or seldom post there. And if you see a new network gaining traction, like we saw with Threads in late 2023, set up a profile there too. That way you have your brand secured in the event it appears your audience is trending on that network.

But forget about the idea of being active on every single social network. It will only drain your resources and dilute your success.

I hope you got something from today’s Marketing Minutes with Mike. But whether you did or didn’t, leave a comment and let me know. Just please be nice, my mom reads these too. Cheers!

About Mike Allton

Mike Allton is a practitioner, not a futurist - founder of The AI Hat, which runs on a Digital Crew of his own.
He helps teams clear the Admin Drag burying their best people - redesigning the work first, then building a Digital Crew of AI agents to take the busywork.
He is the host of The AI Hat Podcast and a keynote speaker who works the rooms he teaches - from national sales meetings to insurance and Medicare distribution conferences.
He also helps organizations bring Shadow AI into the light through governance and training.