A Scenic Tour of the Online World

Doing Social Media Right – How Many Channels is Too Many?

Tuesday, October 15th, 2013

Remember Archie Bunker’s famous malapropisms? (Here’s a sampling in case you don’t.) My father-in-law has been known to pull a page or two from Archie’s language-mangling book. One of my favorites:

If you’re not going to do it, don’t do it right.

Something along those lines might be good advice for B2B marketers, who seem to be intent on doing it all rather than doing it right. According to CMI’s great new content marketing benchmarks survey,social media is an area where a lot of us B2B marketers are still doing the whole “throw a bunch o’ stuff at the wall and see what sticks” thing with our content marketing. B2B marketers are using, on average, 6 social media channels for their content marketing. 

Nothing wrong with that – the more the merrier, right? Except … LinkedIn and Twitter are the only two channels that are at or above 50% for effectiveness according to the same marketers who are using them.

YouTube, Slideshare and Vimeo are close to “breaking even” at 50% perceived effectiveness, but the rest fall off pretty dramatically. (This is a B2B audience, so it’s not surprising that Facebook is down at 30% confidence. That would be much higher for a B2C marketing audience.)


Nothing wrong with trying your hand at different channels to find what fits your style and, more importantly, what speaks to your audience’s needs, but “f you’re not going to do it, don’t do it right.” And not doing it right, I’m willing to bet, contributes mightily to the lack of effectiveness.

You’ll see a much better return on your efforts if you master the one or two channels that are most important to your audience and then branch out from there. Be bold, but be smart about it. Otherwise, you do more harm than good by creating a poor impression on those platforms where you’re not striving to be your best.


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