Are you are Instagram? Pinterest? Snapchat? How about Meerket, Periscope, or Blab.im…

It seems that with every new social media platform that comes out, there is the ever increasing expectation that small business owners should maintain a presence there. Sometimes, business owners will have a compelling reason for setting up an account and giving it a go. But even with the best of intentions, chances are that most of a business’ social media profiles will eventually lay dormant, collecting a whole lot of Internet dust.

The reality of running a small business is that your time, energy, and money are limited. Yet, each new social media platform comes with its own learning curve; it’s own draw on resources, and it’s own ability to offer an ROI on those resouces.

Many business owners will try out a new social media platform because everyone else is on there or because they are looking for a magic short-cut to good marketing and customer engagement. But, they then eventually abandon that platform when it doesn’t deliver what they were hoping for. They are hurting their business in a few of ways:

  1. They take a loss on all the resources they put into maintaining a presence on the platform
  2. If potential customers see these abandoned profiles it makes the business look unprofessional.
  3. They continue to miss the whole point of social media marketing
  4. Over reliance on social platforms discourages you to put on a suite and go and meet clients.

This applies to any business with any form of social media. First seek to understand your target market or audience and the industry you are in. What is important to them? How do they would want to engage with you? Where are they already hanging out online, what are they doing when they are there, and what does that tell you about them?

Once you know these answers, then it’s just a matter of finding the platforms that allow you to best connect with your audience today. If you go in with this attitude, then even if a new, shiny platform appears, you will know ahead of time whether or not you should be there. Remember! What’s important is not to be everywhere. Be where it’s important and always be there.

Moreover, when really important platforms make important notices or changes to the way they operate, small business owners will know when and how to respond. For example, a couple of weeks ago Google has issued a notice for small business owners with a Google My Business account. The notice states that business owners who have not logged into their Google My Business accounts in over a year may receive an email asking them to sign in and confirm their business information. If no action is taken then Google could turn a business’s account into an unverified one, and even more dangerous, Google could also remove a business from Google Maps which could seriously affect both a business’ online search traffic and off-line foot traffic.

Bottom line: you don’t want to litter the Internet with a social media graveyard of inactive or outdated accounts. Get to know your audience and spend your time and resources where it matters the most.

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