Skip to content

How Many Social Media Platforms Do You Really Need For Your Small Business?

How Many Social Media Platforms Do You Really Need For Your Small Business?

FOMO stands for the Fear of Missing Out, and for a long time, FOMO has had an outsized role in small business’ digital marketing decisions. Brands felt obligated to have a presence on every possible platform – after all, if they weren’t there, they were missing their chance to connect with the customers who were.

Time has passed, and collectively, we’ve been able to assess if FOMO is a legitimate concern. More than 3/4ths of all Americans use social media, but not everyone uses every platform. Social media platforms have developed their own unique cultures and norms; users choose to visit one rather than another when they are in search of a specific experience. Want to be wowed by gorgeous aesthetic images? Go to Instagram. Want those pretty pictures to inspire your own DIY adventure? Pinterest is waiting for you.

[Tweet “More than 3/4ths of all Americans use social media, but not everyone uses every platform.”]

As users have developed a sophisticated, nuanced understanding of the social media universe, brands need to do the same. Marketing experts are advocating for small businesses to ditch both Google + and Twitter – both platforms are out of favor, Google + for never having found its raison d’etre, Twitter for having limited relevance outside of breaking news events. Instagram and Pinterest are becoming more robust settings for e-commerce, while Facebook continues to enjoy an outsized dominant position in the marketplace.

With all of this in mind, where does your brand need to be? Small businesses have limited time, energy and resources. Maintaining an effective presence on any platform takes all three; to do it all well is a pretty high bar that most small businesses frankly can’t meet.

Every year, you should conduct a digital audit. Part of this process involves assessing your presence on the various social media platforms and the levels of engagement you enjoy there. Engagement is an important metric, but it’s not the only one. It’s important to look at the role each platform plays in driving traffic to your website or business. Creating awareness is a valuable role, but you need to make strategic decisions to focus your energies on those platforms that are delivering the highest overall ROI.

We’ve found that most small businesses can manage two to three platforms effectively. More than that, and things rapidly deteriorate. If you’re in a position where you know your energies are being spread too thin, it’s okay to consolidate. Maintain a profile to ensure no one else grabs your business name, but post information letting your fans know where you’re be more active. It is much better to do a great job connecting on one or two platforms than to fail on many at once.

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office