ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Social Media for Business: Why You Don't Need to Be on Every Channel

Updated on February 20, 2019
heidithorne profile image

Heidi Thorne is an author and business speaker specializing in sales and marketing topics for coaches, consultants, and solopreneurs.


The same show or sporting event doesn't broadcast on every channel. So why should you? Yet, small businesses scramble and struggle to keep up with every available social media channel.

Let's see why they do it... and why maybe they shouldn't.

Being "On" Social Media Doesn't Necessarily Mean Being "Actively On"

Ever visit a small businesses website and the entire top navigation bar is loaded with every social media icon available? Then when each one is clicked it goes to an account where no one is home.

Merely having an account on the various social networks does not necessarily mean being "actively on" that network.

Being active on a social media network means that the business is regularly posting content or status updates and having interaction with other users on that network. Those accounts where a business is truly active should be the only ones promoted. Nothing says "we don't care" or "we don't know what the heck we're doing" more than a dead blog or social media account.

Reserving accounts on the major social platforms in a company's name is definitely recommended to protect the business' company name and brand names. For social media platforms where the accounts are simply placeholders, redirect visitors to the main website or other truly active social media accounts.

"Like Us on Facebook?"

I almost have to laugh as I drive down the road and whiz by a variety of business vehicles that have big signs on them that say "Like Us on Facebook." I wonder if these folks, as well meaning as they might be, really expect that to happen. I also wonder what results they hope to achieve. I do have to applaud them for making the effort to keep their marketing relevant and current though.

Let's take on-demand type businesses such as for health, emergency home care or transportation services (all of which I have seen promote their Facebook accounts on vehicles). If potential customers are faced with an immediate need, they are not likely to wander over to Facebook to do some searching. These frantic customers are much more likely to go to Internet search than social media. Again, where are potential customers hanging out and why?

As discussed earlier, businesses should definitely protect their branding with reserving social media accounts in the business' name and brand names. They may even wish to populate the account with some helpful posts and resource links. However, other marketing tools may have a bigger impact and be more worthy of major investment such as:

  • Mobile Website and Accessibility. With more and more smartphones in the population, access to Internet search anytime anywhere is becoming more and more common. But here are some frightening stats of wasted marketing: SearchEngineLand reports that Google found 70 percent of mobile searches have called a business directly from search results. BUT, a different survey found that only 36 percent of surveyed businesses are using call extensions or click-to-call features in their search campaigns. Wow! Time to think about getting mobile friendly and SEO/search friendly.
  • Magnetic Business Cards. While they are losing favor due to fewer metallic surfaces in homes and offices, these low cost promotional giveaways can still find a home where they will be seen when needed. Newer, removable adhesive business cards could be a non-magnetic alternative.

Bottom line is that not every social media network is right for every business.

— Heidi Thorne

Bottom line is that not every social media network is right for every business. Choosing the right one will depend on the following factors:

  • Business goals for being on any of the social media networks.
  • Personality and preferences of both the business and the market served.
  • Time and resources available to post and be actively on the network.

This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.

© 2014 Heidi Thorne


This website uses cookies

As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

Show Details
HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
LoginThis is necessary to sign in to the HubPages Service.
Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
AkismetThis is used to detect comment spam. (Privacy Policy)
HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
MavenThis supports the Maven widget and search functionality. (Privacy Policy)
Google AdSenseThis is an ad network. (Privacy Policy)
Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
Index ExchangeThis is an ad network. (Privacy Policy)
SovrnThis is an ad network. (Privacy Policy)
Facebook AdsThis is an ad network. (Privacy Policy)
Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
AppNexusThis is an ad network. (Privacy Policy)
OpenxThis is an ad network. (Privacy Policy)
Rubicon ProjectThis is an ad network. (Privacy Policy)
TripleLiftThis is an ad network. (Privacy Policy)
Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
ClickscoThis is a data management platform studying reader behavior (Privacy Policy)