Do you have social media on the brain?

When social media is successful, it’s normal to consider adding another network to the mix. It’s also normal to have some hesitations. Do you have the time to manage another channel? Is there room in the budget?

A lot is on the line when you create another social media account. The last thing you want is a profile that you don’t have the time to maintain. At the same time, there is no greater joy than watching your brand flourish on multiple social channels. After all, there are new stories to share and people to meet.

Before you make a decision, here are a few questions to ask yourself.

Is Your Audience on the Network?

The first question is if your audience is on the network. No matter how popular a social channel is, the only thing that matters is if your buyer personas are there. This is why Facebook is often recommended as a top choice for all brands, as 88% of 18-29 year olds in the U.S. use it, according to the Pew Research Center. The chances of your audience being on this channel are high. On the other hand, only 34% of 18-29 year olds use LinkedIn.

Can You Do Something Different?

Before opening another account, understand what will be new. For example, does the platform allow you to share content that your other channels cannot (i.e., live streaming, infographics, short videos)? Is there a new audience that you’re trying to reach? Don’t start another account for the sake of it. You should have a specific business need in mind.

Do You Have the Time to Manage the Account?

As you work toward building a new presence, it’s important to have extra time in your schedule. Otherwise, your new account will end up looking disconnected from your others. To help stay organized, create a social content strategy. How often will you post? Who will monitor the page? Who will be in charge of responding to comments?

What is the Goal of the Account?

Creating a social profile is for more than being social. What specific goals do you hope to reach? What value can it bring you? If the time and money that you plan on putting into the new account don’t add up, it’s probably best to stick with what you have. If you do choose to proceed, decide how you will measure success. This way, you can determine how to best allocate your resources.


With so many social media sites popping up, it’s easy to feel intrigued yet confused by the options. Social media is a great way to connect with your audience and build relationships, but you don’t need to be on every channel. Instead, choose a few channels where your audience is likely to be. Of course, if you feel that you have the time and resources to manage another successful account, we say go for it. You just never know what can come from being social.