I hear it all the time. So called social media experts advising small business owners that they need to have a presence on every single social media platform as you have to be where your audience is. In a fantasy world this is true. In a world where all small business owners have unlimited resources, personnel, writers, editors, videoographers, graphic designers, content writers and so on then yes.. Be everywhere, add unique relevent fresh, valuable targeted content on every single social media platform.
Everyone wants to have a presence without actually being present, this approach simply does not work.
Now get back into the real world. As a small business owner you need to spend all your day and nights running your business. Yes, social media has a part to play, yes, it can form part of your overal marketing objectives but you simply cannot be everywhere. What most folks do is simply duplicate all their content & blast that out everywhere. That will produce very little. Each platform is different, each audience is different, each piece of content needs to be aimed at the audience on that specific platform. To do it properly and effectively is just not practical or feasable for most small businesses.
What is a far better approach is to understand your target audience and where they’re most likely to hang out and then with the resources you have available, own that platform, dominate it, add highly valuable, relevent, targeted content that helps and supports those potential customers and to engage with them by addinng comments and replies.