Consider these two pieces of advice:
Choose carefully your social media platform(s) for executing your social media strategy. You want to be highly active and well-known wherever you are involved, in whatever groups or communities on that platform. To accomplish that, you must concentrate your efforts. You can’t be everywhere if you want to make an impact anywhere.
In social media, your customers are all over the place, so you have to be everywhere. If you plan to be successful, you need lots of social signals and you need allies who will support you across a broad range of platforms. If you are not everywhere, you are failing to leverage anywhere.
Which one is correct?
Both. Or neither. The simple answer is that it is just not so simple. A lot depends on your business, your market and your business strategy.
The video below is entitled “Be Everywhere”. It is an interview I did on Social Media Cafe, but I am certainly not everywhere myself. And yet my strategy is one of diversification – to be active as widely as I can while still maintaining a reasonable footprint wherever I am active. This means that if somebody in my network needs my support across multiple platforms, I can help. And if I or my clients need support across those same platforms, I can count on them to help, too.
And that works very well for me.
In the interview, I mention Ron Callari and how he follows a completely opposite strategy. You will find him active on Facebook and Twitter, but hardly ever will you run into him on Pinterest, Google Plus or any of the smaller social sites. His is a strategy of concentration.
When Tsu launched late last year, Ron saw an opportunity. He has since focus on Tsu, even concentrating much of his Twitter and Facebook activity around Tsu. As I mention in the video interview, this has resulted in him being probably the top Tsu guru already.
So that works very well for him.
So which is the best social media strategy for you, concentration or diversification? I can’t answer that question, but I can give you some questions to ask:
How important is it for me to build a good network of social media alliances?
Where is my target market? Are they in one place, or are they everywhere?
How important are social signals for the search engines to my business (in which case diversification might be more important)?
Do I need to make a lot of effort building strong relationships with potentials clients or people who can refer business to me (in which case specific Facebook groups and Google Plus communities might be where to concentrate your efforts)?
How important is it to always be finding new traffic (in which case you want to go as wide as possible across various platforms)?
Diversification or concentration. Both are great social media strategies, but the one that will be great for you depends on your business. Of course, if you can dedicate a whole team to social media, you can do both. But if you are not Amazon or Microsoft, you might have to choose which approach will yield the best results.
No social media guru can tell you which one-size-fits-all – must do – advice you should follow. You will have to make that decision yourself.