Social media seems like a goldmine for going viral and transforming our business.
We’re tempted to use every platform, thinking more exposure equals more clients.
In reality, being everywhere drains our energy and wastes time.
This approach leads to burnout rather than success.
The Myth of Omnipresence
There’s this widely accepted belief that the key to success in the digital age is to be present on every social media platform. It sounds sensible at first. The more places we show up, the more likely we are to catch someone’s attention. But here’s the catch—it doesn’t work like that. Imagine trying to be the life of five different parties at the same time. What happens? We end up hopping from one room to the next, catching snippets of conversation, but never really connecting with anyone. That’s what being everywhere on social media is like. It’s like shouting into five different megaphones at once and wondering why nobody’s hearing us.
When we try to juggle all the platforms, we end up diluting our message. Instead of mastering one or two and really engaging with people, we just spread ourselves thin. We might get a few likes here and there, maybe the odd comment, but nothing that really moves the needle. The problem isn’t just a lack of time or energy, though those are major factors. It’s the fact that each platform requires a unique approach. Instagram’s visual nature demands polished photos or snappy reels, while LinkedIn is all about showcasing our professional expertise. And TikTok? Well, that’s its own beast, requiring humour, creativity, and sometimes the ability to pull off a viral dance. Trying to do all that at once isn’t just ambitious; it’s madness.
Quality Over Quantity
The idea of being everywhere stems from a numbers game mindset. More platforms equals more eyeballs, equals more clients—or so the theory goes. But here’s the thing: we don’t need millions of followers, we need the right followers. It’s a bit like trying to fish with a massive net but not checking if we’re in the right part of the ocean. We might scoop up a lot of fish, but none of them are the kind we were hoping for.
In reality, focusing on one or two platforms where our target audience actually hangs out is a much smarter play. When we hone in on the right social media channels, we can tailor our content and messaging to fit that platform perfectly. Instead of half-baked posts on six platforms, we get the chance to go all in on the ones that matter. And when we do that, we start seeing real engagement—conversations, meaningful interactions, and, shockingly enough, actual results.
The beauty of this approach is that it frees us up to put more thought and effort into what we’re posting. Instead of a quick image slapped together for Instagram, we can craft something that resonates. Rather than a generic update on LinkedIn, we can post insights that get people talking. It’s about depth over breadth, something that makes us a lot more memorable in the long run.
Save Our Sanity
Let’s not kid ourselves: managing social media is hard work. Each platform has its own quirks, algorithms, and best practices, which is exhausting to keep up with even on a good day. And unless we’ve got a fully staffed marketing team at our disposal, we’re probably doing all this on our own, in between running the actual business. That’s when trying to be everywhere all at once becomes less of a marketing strategy and more of a fast track to burnout.
By focusing on just a couple of platforms, we not only save ourselves the headache of managing a dozen different accounts but also free up mental space to focus on other aspects of the business that actually need our attention. Social media can be a great tool, but it’s not everything. At some point, we have to prioritise, and spreading ourselves too thin online just isn’t it. We’re better off picking the platforms that work for us and sticking with them.
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