– The Single Network Fallacy
The whole notion of concentrating your efforts on the sites used by those who make up your ideal customers is sound. My concern arises from business owners failing to realize that while their target market may predominantly use one or two social sites, those individuals are more than likely active other sites as well.
A 2014 Pew Research Center study found 24% of online adults were active on two social sites and 16% used three. The oversight of failing to recognize this multi-site usage means potential missed opportunities, both to reach your target market and, more importantly, be in a position to react and respond to them.
There COULD be overlap between all 3 audiences AND you could find 4 or 5 as prevalent. Failing to actively work to reach them on each network is shortsighted.
If I meet you at your office, how I discuss what I do, my approach and my demeanor will be far different than if we were at a bar or on the golf course. Sometimes it is the difference in how you say something or the atmosphere, comfort level. The message resonates more.
A presence on each site affords the option to reach your audience in different ways. It allows for increased opportunities for your message to be seen and heard!