Social Media is overwhelming.

I am an Adjunct Professor of Social Media and a corporate trainer, and even though I use Social Media professionally ALL DAY, EVERY DAY; *I’m* overwhelmed with keeping up-to-date on this ever-changing landscape.

When I started my business in 2009, I focused on helping companies develop strategies, plans and policies to optimize their online presence. At the time, I only needed to keep on top of Facebook, Twitter, LinkedIn, YouTube, blogging, and email newsletters, and even just keeping on track with the changes to these major sites, was mind-boggling.

Now there are even more popular channels to choose from including Instagram, Pinterest and Snapchat.

It’s almost impossible to stay on top of ALL changes for this broad range of channels.

What’s important to know is that you don’t have to be everywhere.You just have to be connecting where your target audience is hanging out.

I focus almost all my efforts on LinkedIn. Why? Because my clients and business connections are investing time here.

We know that Facebook is the world’s largest Social Media channel with almost 2 billion people connecting worldwide, and new channels will continue to emerge as the younger demographic find new online forums where they can hide from the prying eyes of mom, dad and grandparents.

The fastest rising of these “new channels” is Snapchat.

I’d like to think I’m fairly savvy at figuring out how to use most aspects of Social Media, but this channel is particularly baffling to me.

I “get” the allure. It’s got immediacy and a perceived privacy to allow for the disposal of the content (snaps only last for 10 seconds and have an online shelf life of 24 hours before they disappear).

I find it’s not very intuitive to use (which may be part of the allure to millennials as well?) and I find it hard to wrap my head around how this channel will have longevity as an effective medium for brands considering its impermanent nature.

What I do “get” is that Snapchat is not meant to be a channel for brands. It’s meant to be fun and focus on EXPERIENCES.

Brands who have done well on this channel are using Snapchat in very playful and imaginative ways. They focus on entertainment more than they do on education or engagement.

And despite the baffled looks of my students when I tell them I don’t really “get” Snapchat; I also don’t care.

I have avoided this channel primarily because my peers, colleagues and clients are not using Snapchat.

There are only 24 hours in a day. I want to focus my time and efforts where I’m going to produce the most results.

If my target audience was using Snapchat, you can be darn sure I’d be rocking this channel with relevant, contextual content.

I give you full permission: You don’t need to be on Snapchat. You don’t need to be on Twitter. Heck, you may not even need to use Facebook!

Focus on the channel(s) where your target audience is and be “of service” to them. Provide them with great content that helps to entertain, engage or educate.

Provide the right content, in the right context to the right people using the right channel(s).

Now it’s YOUR turn: What is your “channel of choice” and why? Answer in the field below.


Leslie Hughes is a LinkedIn Optimization Specialist, Professor of Social Media, Corporate Trainer and Principal of PUNCH!media

Leslie was called a “Social Media Guru” by CBC Radio and has been working in digital marketing since 1997 and founded PUNCH!media in 2009. PUNCH!media clients include The Children’s Wish Foundation of Canada, Guardian Life Insurance Company of America and TVO.

PUNCH!media’s goal is to empower through education and help executives gain confidence in their online presence so you convert higher-paying clients.

Leslie provides LinkedIn corporate training and LinkedIn profile writing for executives and teams who need a strong, powerful presence online.

NEW: Check out Leslie’s newly launched book “CREATE. CONNECT. CONVERT.”

It’s designed to help empower you to effectively build a strong professional brand, connect properly with higher quality clients and prospects to ultimately convert clients. or