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Maybe being on all possible channels isn’t quite as effective as focusing on a few of them. In this episode of the Weekly Marketing Cast we discuss how you can approach this question.

Where Is Your Target Audience? 

“What is really important is to figure out where the people that you are trying to reach are,” says David Meerman Scott. If you are trying to reach executives, for instance, LinkedIn is probably a good starting place. If you are trying to reach teenagers, however, you might need to look elsewhere. In this case, Facebook would probably be the preferred platform for communication.  

Don’t Be Everywhere 

You don’t need to be on every social network in order to be a social media-savvy business. David Meerman Scott, for instance, is not on LinkedIn because he invests most of his efforts on channels like Twitter, Facebook and YouTube. The idea behind this practice is to not spread yourself thin, but to perform well on a few selected sites.  

Eventually, as David pointed out, it comes down to choosing the right social media networks and giving yourself permission to not stress about being present on some other channels.

Photo Credit: Asthma Helper

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Originally published May 2, 2011 8:44:00 AM, updated June 10 2021

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