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Avoid These Common Misconceptions When Choosing the Right Social Media Channels for Your Brand Mistakes in social media strategy will negatively impact results, and knowing what to look for can help improve success.

By Keith A. Quesenberry

Opinions expressed by Entrepreneur contributors are their own.

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The Covid-19 pandemic has brought declines in marketing budgets but significant increases in the percent of those budgets spent on social media (23.2%, according to Marketing Charts). With increased spending comes increased expectations for return on investment. How do you ensure you are spending your time and money on the right social media channels, with the right message to gain the best results? Start with avoiding these common mistakes.

Bigger isn't always better

It is tempting to focus on global monthly active users (MAUs) when deciding where to focus social media marketing resources. MAUs are important, but the biggest platforms don't always perform the best when it comes to marketing objectives such as website traffic, leads and conversions.

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