Avoiding the Social Trap: Planning Beyond One Channel

Marketing From X 2 Z: Digital marketing strategy and tips to help you grow your small business

Putting all your marketing eggs in one social basket is risky. Mike (branding/web) and Liz (social strategy) explain why platform dependence can backfire and how to diversify smartly—without doubling your workload. You’ll learn how to use owned channels as a safety net, repurpose content across platforms, choose the next-best channel based on your audience and format, and set simple guardrails if a channel changes or disappears.

You’ll learn

• Why relying on one platform is risky (policy shifts, bans, hacks, outages, algorithms)
• How to pick a second channel by audience type (B2B vs B2C) and content format (video vs static)
• Practical repurposing for TikTok, Reels, Shorts, and carousels without rebuilding from scratch
• What to tweak per platform (captions, hashtags, length, safe areas for text)
• Why owned media (email list, website) is your insurance policy
• A simple quarterly check to spot overreliance and rebalance effort

Quick wins

• Claim your handle on the most logical next platform and post a pinned intro
• Repurpose your last three posts there with light caption tweaks
• Add and promote an email signup this week
• Turn on two-factor authentication for all brand accounts and add a backup admin
• Set a quarterly review to track where reach and revenue come from

Key takeaway

You don’t need to be everywhere—just not only in one place. Establish a second channel, keep building your owned list, and repurpose with intent so one platform change can’t take you offline.