In the modern age, social media appears to be everything.  Plenty of business owners have made it their goal to appeal to their core customer bases through each and every channel available. Even smaller businesses these days have YouTube channels, Facebook pages, Twitter feeds, even Snapchat accounts.  That’s all well and good. But doing all of this can feed into a diversification strategy. In practice, that’s probably not the best route to be taking for business success.

Is Diversification Bad?

Diversification isn’t necessarily bad if you apply the right focus.  That’s what we will be looking at here.  Modern diversification seems to revolve around doing absolutely everything to get through to the right people.

That means making use of every single social media channel.  Every single e-commerce plugin.  Every single hashtag, marketing ploy, unironic use of memes, the whole package.

It’s a little bit exhausting, to tell you the truth. Diversifying your marketing and diversifying your approach towards your customers is good enough if you have a big enough team to tackle each avenue.

But even then, it’s perhaps not the healthiest model to be following. What’s the harm in just picking one or two channels to really focus on?

What is the risk in choosing one social network – let’s say Twitter – and really giving it your all?

Focus Works Long-Term

Building focus on the right channels is a long-term strategy.  Many people who prefer to diversify will tell you that they spread themselves so thin so that they can catch as many fish as possible. That’s simply a waste of time in the long run.

A better strategy, one which is likely to be more fruitful for you and for your customers long-term, is to research one channel at a time.  Really get to know how useful one particular avenue can be before moving onto the next.

I’m not saying intensively immerse yourself in Facebook analytics for weeks on end.  I’m suggesting that a far more effective way to reach the right people and to continue engaging with them in worthwhile ways, will be to take time in finding the best avenues.

Spreading yourself across several different channels and endeavors is going to give you less time to build your brand, and the quality of engagement people are going to get from you is going to be spotty at best. Plenty of people out there can diversify.

There’s also the argument that bigger businesses and corporations manage all numbers of channels at any one time.  That’s not the point.  Unless you have dedicated people working those channels, you’re going to need to focus on one or two which really get fantastic results.

Find a Channel That Works for You

You’re going to need to find a channel which offers you the engagement you’re looking for.  You’re also going to need to find a community of people using that channel who get something worthwhile from you.

It can take time, but focusing on one or two areas, and really finding a brilliant channel, is a great long-term strategy.  Spinning several different plates at once is not.