You don't have javascript enabled! Please download Google Chrome! Social media: Why putting all your eggs in one basket is risky

A recent post on Facebook by a business owner sparked my interest. They were talking about how they weren’t getting as much engagement on Instagram or as many leads as they had been in the past. I read on and discovered that Instagram, was the only social media network this business used. In fact, I think it may have been their only marketing activity.

Putting all your eggs in one basket. Crossing your fingers and hoping that what you do on one platform will generate instant success is a risky game to play.

What happens when there are updates to an algorithm?

Or, your customers and target market change to another platform?

What happens then?

I’m not suggesting you should be on every single social network because that won’t work either, you don’t need to be everywhere.  Instead, focus on the social networks your target market uses. The networks that will help you achieve your business goals.


It doesn’t matter whether you’re B2C or B2B, your customers are using Facebook.

According to these statistics from, 70% of Australia’s population is an active Facebook user.  So, it’s pretty safe to say your target market will be using Facebook in some way. And, I’m sure they’ll be using a secondary platform as well.

What’s important to know is how they’re using Facebook and the other social platforms to connect, engage and communicate. Once you have the answer to this question, you can develop a specific strategy that includes a mix of online and offline activities that will help you achieve your goals.

Take time to really get to know and understand the online behaviour of your community.

Be flexible, be proactive and be prepared because the social networks your customers and target market use today may be different to what they use next year. People change and social media platforms change. What works today on LinkedIn or Instagram, for example, may not work tomorrow or in two months time. Be open to change and commit to constant learning and development.

Don’t rely on one social media network

In fact, don’t rely on social media as your only marketing activity. Instead, focus on developing an integrated strategy involving online and offline activities that will serve your community and your business well.

I’d love to hear your thoughts.



Debra Sinclair | Business | November 2, 2017 | Social Media Management, Social Media Strategy

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