Is social media overrated?

Social media marketing is one of the noisiest, most confusing facets of digital marketing. For starters, how many social media platforms are there that you know of? Take a second to count them off.

Well, there’s Facebook, Twitter, Instagram, Pinterest, LinkedIn, Snapchat, and for a while there was Vine…

Time’s up. Whatever number you picked, you’re probably off by 30 or 40. No joke, check out the list on Wikipedia. You’re probably thinking, “I haven’t heard of Ravelry. How could it possibly be relevant to my business?”

And that’s fair. The majority of social media sites have zero relevance to your business, and the truth is that even of the big six, only one or two will really make the difference in your growth. The point is that you don’t have to be on every social media platform ever. In fact, more is probably worse as you are more likely to have incomplete postings when you have to do it for six different channels.

Be selective

Pick the one or two platforms most popular with your target audience, and then rock it out there. That might mean digging into a more niche platform, but probably it will mean just maximizing your effort on two of the big six listed above. If you consolidate your efforts on the right platform, you can deliver the experience that drives word of mouth marketing for your brand, empowering existing customers to help you attract new ones.

If you need help picking, we can give you some suggestions.


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