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.
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.
Continue reading this article — and all of our other premium content with Entrepreneur+
For just $5, get access to a ton of exclusive content and resources that will help grow your entrepreneurial mindset. You’ll find:
- Exclusive content from our network of today’s leading CEOs and business strategists
- Receive our flagship Entrepreneur Magazine - free!
- No more ads, and get access to the Entrepreneur+ homepage
- Free E-books written by our staff and other industry thought leaders