Updated: Jan 7, 2021
A common misconception I hear is "I have to be on all the social media platforms."
This is false!
You want to be where your target audience is going to be and for each business that will be different. Create a buyer persona . Figure out who your ideal customer is, where do they live, how much money do they make, what is their family situation, What is their gender, age etc. This is important to know and understand so that you can choose the right platform accordingly.
When you sign up for all the social media platforms you spread yourself across too many different avenues. You tend to burn yourself out trying to create content for each individual platform, and oftentimes don't see engagement or an ROI.
I always recommend creating a social media plan. The plan generally outlines what platforms you want to be a part of, your tone and voice (funny, professional, easy going, relaxed, educational etc), goals for your marketing efforts, content calendars, company integrations (if multiple people are a part of the marketing & sales department), and more!
Don't burn yourself trying to be everywhere at one time. Generally I recommend to pick two or three platforms that you know your target audience is a part of and do well there.