Precise Web Marketing: Why you should use fewer and stronger social media tools

The web is busting at the seams with web marketing blogs trying to tell you to use all the social media tools at your disposal.

The common argument goes something like this: the more social media tools you use, the more chances you have at snagging extra followers, readers, customers, or whatever it is that you’re trying to get out of web marketing. So called “experts” would have you sign up with every possible platform out there in an attempt to get a slice of the web’s pie, if you’ll pardon the simile.

social media

I advocate for a different approach. Instead of tying yourself down with multiple profiles across various social media tools, I believe that you can execute strategic and effective web marketing campaigns with just a few social media tools. Using only one or two select social media tools, I think that you have a much better chance of achieving your web marketing goals, whatever they may be. That might seem counterintuitive given the general consensus about social media usage that I briefly outlined above, but give me a chance to present my case.

They optimize your results

At the crux of my argument is the adage that less is more. You select the one or two social media tools that seem the best fit for carrying out your message, and you use them constantly to cultivate a substantial following. Part of that strategy means selecting a platform that closely corresponds to your business or services. You have to use social media tools built to target your ideal audience if you want to succeed in your marketing strategy.

If you’re a freelance photographer, for example, you wouldn’t have nearly as much luck marketing your work with a text-centric service like Twitter as you would with an image-focused one like Flickr. Sure, you might gain some sort of a following on Twitter as a photographer, but that social media tool isn’t specifically designed for photo sharing. Services like Instagram and Flickr would better serve your needs because they’re designed around the concept of sharing pictures with photographs. Heck, even Pinterest would serve you better than Twitter in this case. By prioritizing your social media push on a photo sharing site, you optimize the potential results (followers, potential clients, colleagues).

They help you stay focused on what matters

Keeping your social media tools to a bare minimum will help you hone your web marketing strategy to a fine point, challenging you to focus only on the tools that help you the most. This might prove challenging at first. Finding the right tool for your web marketing strategy won’t always be as easy as it was for the photographer in the above example. If your business doesn’t seem immediately predisposed to any social media tools, you’ll have to experiment with a few to find out which fits your niche. For example, an online security software company might struggle finding relevance on Facebook or Twitter, instead finding that they reach the most interested readers through a more professional-leaning social network like LinkedIn.

It might take quite a while to find the social media platform that works best for your online business or enterprise. Think of your time spent researching various services and trying out profiles as an investment in a successful web marketing campaign. Time spent fiddling around with Google+ will yield rewards later on when you determine whether or not it works into your social media push.

Fewer social media tools offer fewer stressors

Finally, there is a very practical upside to reducing the number of social media tools used in a web marketing campaign. If you set up profiles with every social network, photo sharing site, and message board out there, how are you expected to do any actual work? If you’re signed up with a dozen such services, you’ll be so busy trying to update your various profiles that you could very well neglect the actual substance and message behind them. With a few, strong social media tools at your disposal, you’ll give yourself plenty of time to work on your projects; an update to one or two sites takes no time at all. Getting rid of erroneous social media profiles will free up your time and give you that much less to worry about.

What do you think about the “less is more” strategy when it comes to social media tools? Do you use every online networking service you can get your hands on, or are you more targeted in your approach? Let me know!

This is a guest post by Jane Smith from background check. She is a Houston based freelance writer and blogger. Questions and comments can be sent to: janesmth161 @

I’ve got to say that I’m completely with Jane on this one. At the very least you should tackle each social media outlet one at a time. Trying to constantly be everywhere all the time is far more than one person can do effectively.

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Readers Comments

  1. Good advice. The issue I have on one of the social media accounts I manage is determining which social network is the most effective. I might get lots of retweets and reshare but I’m still not sure I’m reaching my target audience. Any advice would be appreciated. Thanks.

    • Ileane, I’m a longtime admirer of you and I doubt there’s any advice that I could give you about social media marketing that you don’t already know. It is difficult with certain niches to know which of the social networks are going to be the most effective. And within the social networks themselves, which method of promotion. I guess it’s hit and miss using your instinct for the market and backing that up with data gleaned from Analytics and other stats. But it’s something I’m constantly thinking about.

  2. Definitely agree with this Rob. I do think it takes some experimenting to see what works. The channel I’ve done little experimenting with is G+. Wondering if that one affects SEO more tho?

    • I think it’s a good bet that G+ will affect Google rankings more than Facebook – although, as you say, it’s all about experimentation. Certain social networks will work for certain people in certain niches. The difficult thing is to work out which social network give the best returns without spending too much time on it! :) Thanks for your comment as always, Louise, you’re certainly making great strides forward in the social space. :)

  3. Blair Lavista says:

    Well written it was a worth reading.

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