Social media isn’t just one thing to everyone- it’s everything to everyone. Social media is marketing, PR, advertising, customer relations, branding, influence building and most of all, social. To focus only one area for your brand is extremely short-sighted yet ultimately it may be your best move.

Admittedly as a brand you should be proficient and well represented in all of these aspects of social media. That IS what should be happening but let’s face it- most brands are really great at one thing & need help at all the rest. So what does one do?

You could do a couple of things:

• Be a Jack of all trades, master of none by continuing to spread your valuable resources and energy over many areas.

• Hire a competent professional (employee or agency) to head up the areas that your brand isn’t so savvy in.

• Focus on the area your brand is amazing in and just kill it. Be the number one at what you and over time your other areas will pick up because of how great you are in that niche.

The first solution is never the answer because all of the areas suffer when you just half-ass it. The area that your brand naturally shines in is losing out because you have to take away from it to give to the others. You can only split up 100% so many ways.