In general, most businesses will do just fine if they manage to avoid the hype.
Mistake #2: Treating all social channels in the same way
This one is for those who think they can participate in several social channels by just publishing the same “title + image + hashtag + link” combo in every channel.
You know you’ve tried this ;)
Think of it like this:
You can’t just copy and paste an ad from Facebook into an email campaign and expect it to work.
The same applies to social media channels.
If you try to create something generic that works for every channel, you will end up succeeding in none of them.
Each channel is different, and the content you share in each of them should be designed specifically for its characteristics, strengths, and limitations.
To pick the right social channels, answer 3 questions:
WHERE is your target audience?
This is a simple but effective first step.
If you’re targeting professionals between the ages of 50-65, it doesn’t make sense for your business to create a Snapchat account.
Before picking a channel, make sure your audience is there.
For example, Hubspot knows a lot of their potential customers hang out on Linkedin, so they are especially active in that channel.