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What platform should I be on as a small business?

I talked last week on Facebook Live and on Instagram stories about which platforms you should tackle and my answer to businesses and the clients that I coach is: The one you LOVE.

Why?

Because it’s going to be the one you are already connected to emotionally and the one where you’ll be the most genuine and authentic. It will be less work because you already like it.

It seems like a very simple answer, but I know everyone feels like they have to be on every platform to reach every person. However, when you do that, especially on the ones you don’t understand or the ones you’re not comfortable on, you spread yourself too thin. You begin posting on whatever platform you can without knowing the ins and outs of each one, and before you know it, you’re not doing any one of them right and you’re burned out. Completely.

And overwhelmed.

Think about this:

There’s Linked In, Twitter, Instagram, Facebook, Tik Tok, Snapchat, What’s App, and a company blog on top of that.

And inside these platforms, there are Instagram Stories, and now Reels, and Facebook Stories, and LinkedIn now has “moments.” There are platforms WITHIN platforms now!

You CAN be on all of those, but what if, for now, you just picked one, the one you love, spent all your time on that ONE creating content in a way that resonates with you AND your ideal audience?

THEN, you can move on.

This applies mostly to businesses who are handling their own social media and are trying to figure out where to start or are outsourcing it to someone and they are paying for a certain number of platforms.

If you have a team in-house, obviously, you have more resources to use to create content on more platforms and you have the freedom to allow your in-house experts to roam about the proverbial social media cabin.

Remember, you always want to pick the platform you will be most genuine and authentic on, the one that you gravitate toward naturally. Once you become the master there, you can move on and branch out.

Create content tailored specifically to that platform and THEN, listen to your commenters and your audience. Analyze your posts and your audience, timing of posts and what posts you’re knocking out of the park. Ditch the duds and replicate the successes – over and over again – in different ways. Use the comments, emotions, and shares as an indicator of who your audience is and what they like. LISTEN TO WHAT THEY’RE SAYING.

It’s like holding a seashell up to your ear and hearing the ocean.

So, what platform should you be on?

Pick one. Do one thing. Go for it. Do it well.