I believe we’re coming to a time where we will see a lot of businesses exit social media spaces.

The 5, 7, or 10 social media icons at the top of their websites are going to dwindle down to 1 or 2.

For some, it’ll be 0.

And I think this is a good thing. A great thing.

Because far too many businesses got into the social media space because someone told them they needed to be there, but they didn’t have a reason why.

Or there reasons were another business’s reasons of “connecting with customers”, “providing great content”, or “giving great service”.

But they didn’t have their own reasons connected to their own actual business with their own strategies of how they were going to use social media to move them forward.

They were simply told that they had to be on social media if they didn’t want to be left behind.

Channel Overload

So they started up a Facebook page and Twitter account because those were most popular.

Then they heard that YouTube is the second most popular search engine so they started a YouTube channel.

Then they heard that LinkedIn was a great place to connect with other professionals so they started a LinkedIn page.

Then they heard that Pinterest was the place you needed to be if you wanted to connect with women so they fired up an account.

Then they heard that Instagram had passed Twitter as the second most popular network so they started an Instagram account.

And along the way they had been told to just jump into new networks and “just get started” so they had a Vine, Snap Chat, Tumblr, and Google+ accounts that they didn’t really use.

On and on it goes.

And they aren’t really getting results. Or they seem to have some engagement, but their business isn’t actually growing.


Because there was never a plan as to why they were on social media spaces in the first place.

And because of that, they’re just putting out content aimlessly hoping to gather followers and engage people, but even if they do, it’s not connected to a clear business case so it’s not likely to help the business succeed.

These are the questions you want to be asking when it comes to your business being on social:

1. Why do we need to be on social media at all?

2. What’s the business case we are serving by being here?

3. Is there be a better option than social media to accomplish the same thing?

4. What are we going to have to do to make this something people will care about?

If you have great answers for these questions, becoming effective on social starts becoming a whole lot easier because you have clear guidance.

If you know why need to be there, it’s so much easier to know what you need to deliver and where to deliver it.

Keep Asking

And these aren’t questions that you answer once.

Every time you are looking at doing something new or different, ask the questions again and make sure they hold up.

By not being afraid to keep challenging your presence there, you’ll stay focused on delivering value to the people following you.

The tension of serving a business objective and an audience at the same time fosters a lot of creativity and leads to results.

You have to make interesting content to keep people coming back, but you also can’t just be entertaining – you need to be strategic.

I find that marrying those two is the fun part.

And that’s actually the entire reason for why you are on social.

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