Is being everywhere actually helpful?
Pratichi Avinash
by Pratichi Avinash
Increasing visibility is of course a good way to attract a bigger audience and secure more clients. But is being on every social media platform really a good idea? Should one be as active as possible across all available platforms? Some digital marketing professionals believe that being on all social media platforms increases your visibility. But is this really true?
Having an active presence across all platforms can be harmful to your business and brand development. Your social media strategy should focus on quality, not quantity, if you wish to focus on impact and reduce effort.
Attempting to be everywhere at once on social media can lead to a range of issues, including the following:
Spreading your resources too thin means that none of your social media platforms get the attention and quality content they deserve.
Being equally active on all platforms can lead to automated cross-posting (by the user as well as online bots), which can be seen as inauthentic and can reduce engagement. This eventually leads to diluted efforts, reduced authenticity, and inconsistent branding.
Every platform has a different audience base, and its own demographic and user behaviour. Content that works on one platform might not work as well, or at all, on another. Each platform has its own culture, language and rules – ignoring these can lead to poor reception and backlash. Each digital platform requires the content to be optimised according to its specifications and audience. This may require the deployment of varied resources which can be time-consuming and costly. It is therefore necessary to create, optimise, and utilise content according to the selected platform.
Exposure is good, but overexposure can be harmful. It can lead to fatigue among your audience, desensitising them to the brand’s messaging or annoying them with constant repetition. Also, being on too many platforms can complicate analytics, making it harder to track and interpret where the best return on investment (ROI) is coming from.
If you decide to have a presence across all social media platforms, you should focus on the strategy of your campaigns. Your main aim should be to run different campaigns on different platforms, tailored to your specific audience.
For example, when Yahoo acquired Tumblr, they wanted to monetise it. One of the strategies involved turning popular posts automatically into ads, which resulted in the promotion of inappropriate content. This example shows how one-size-fits-all and automated strategies across platforms can backfire, as different platforms require individualized approaches.
If you want a digital marketing strategy that can help you improve your brand identity and visibility, along with organic leads, it is advisable to focus on the platforms most commonly used among your target group, or which are more attractive for the message you wish to deliver in a particular campaign. Another plus, this will help you save time and allow you to put more effort into creating new strategies.
GGI member firmR.N. Marwah & Co. LLP, Chartered AccountantsBangalore, New Delhi, IndiaT: +91 11 4319 2000
Advisory, Auditing & Accounting, Corporate Finance, Tax
R.N. Marwah & Co. LLP is a Chartered Accountancy firm that was established in 1946 by the late Mr R.N. Marwah. Its head office is located in Janpath, New Delhi (India). The four major service divisions of the firm are audit & business advisory services, tax & regulatory services, legal & company law services, and consultancy services. It has been serving a huge international and domestic clientele for the last 77 years.
An MBA in E-Business, a certified digital marketing & communications professional, and a certified lead auditor, Pratichi Avinash comes with 5 years of experience in various diverse industries in the field of digital marketing. Her forte lies in content writing, and search engine and social media optimisation. Contact Pratichi.
