Picking the right social media marketing mix for your business

The temptation is to be everywhere. The discipline is to be where your customers actually are — and to show up well, rather than thinly, across too many channels.

Start with the audience, not the platform

Map where your customers spend attention and what they expect from each place. A channel that works for a B2B service rarely works the same way for a consumer brand.

Fewer channels, done properly

It is almost always better to win two channels than to be mediocre on six. Concentrate budget and creativity where the return is clearest, then expand only once the core is working.