Ever hear the expression, “Too much of anything is bad a thing?” It may have been something your mom said when you asked for more double-stuffed Oreos or wanted an extra hour of TV time, but it doesn’t only apply to trivial things…it can apply to marketing as well.

People think if they blast out as much content as possible, the better. They want every social media platform imaginable and they want to blog every week, but the truth is, that approach is misguided and can end up being very time intensive with little result. If you are a new business, or a new product, it better to sit down and come up with a sound social media strategy before deciding to do everything at once.

There are a few things you should consider when deciding where to start building your digital presence.

Where is your target audience? – Hate to break it to ya, but your target audience is not everywhere. Chances are you can bet they are on Facebook, but don’t assume they are on Twitter, Instagram, Pinterest, Vine and whatever other flavor of the week social media startup. You can create accounts that aren’t live and simply observe. Listen. See if anyone is talking about you or maybe watch your competition. Don’t spend time creating content where there is no one there you want to listen.

Are you doing something different? – Now that you’ve decided where your content is going, make sure it’s different. Don’t Tweet all the same things you post on Facebook. Or post all the pictures you take with Instagram on Facebook. Sure, it’s okay to occasionally cross post, but not all the time. You need to make sure you are giving its audience its fair share. What’s the point of being on multiple sites if you only post the same thing? Would you go to three different restaurants if they all served exactly the same thing?

Will you be consistent? – You also need to make sure you can handle managing multiple social media sites. It doesn’t matter if you post daily, three times a week or once a week, just make sure it’s consistent. Nothing is worse than going on a page and not seeing activity for weeks or worse…months. All you’ve done is created a virtual ghost town. And the only things that like ghost towns are tumbleweeds. Do you actually want to be found on social media to only have the visitor think there is no point in following you because you don’t post anyway?

Building a social media presence is important, but doing it strategically is the real trick. Anyone can go ahead and create a dozen different social media accounts, but doing so blindly is poor decision. You might find yourself with quite a few different accounts, but you don’t need to have them all at once. Start with one or two that make sense and build from there. Rome wasn’t built in a day, and neither should your social media presence.


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