Double down on a top-performing social channel or diversify efforts across multiple channels?
- Part 1Social disconnect between brands & consumers
- Part 2Do consumers want brands to slide into their DMs?
- Part 3Are AI-generated influencers a trend or trash?
- Part 4Responding quickly or providing the right answer to customer questions?
- Part 5 Double down on a top-performing social channel or diversify efforts across multiple channels?
Episode Chapters
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00:15: Double down or diversify social channels?
Explores whether brands should focus on their top-performing social channels or spread efforts across multiple platforms based on audience preferences and brand goals.
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00:50: Strategic platform diversification
Discusses how brands should approach emerging platforms like Threads, Bluesky, and Mastodon while considering demographic variations in platform usage.
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01:45: Focus vs. expansion strategy
Contrasts the approach of mastering a few channels before expanding versus maintaining presence across multiple platforms where target audiences are active.
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03:00: Research-driven channel selection
Emphasizes the importance of understanding audience behavior through research and social listening when deciding which platforms to prioritize or expand into.
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Episode Summary
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Double Down or Diversify? Strategic Approaches to Social Media Channel Selection
Introduction
In this episode, Benjamin Shapiro interviews Scott Morris, Chief Marketing Officer at Sprout Social, to discuss findings from Sprout Social's recent research on the disconnect between marketer perceptions and consumer expectations on social media. Morris brings valuable insights from surveys of customers, social practitioners, and marketing leaders that reveal how consumer relationships are evolving in ways that often differ from platform objectives. -
Strategic Platform Diversification
The central question explored is whether brands should double down on their top-performing social channels or diversify their efforts across multiple platforms. Morris advocates for what Sprout Social calls "strategic platform diversification," noting that nearly half of marketers report their audiences are migrating to emerging platforms like Threads, Bluesky, and Mastodon. However, this diversification must be strategic rather than scattered. -
Meeting Audiences Where They Are
Morris emphasizes that authenticity comes from meeting your audience on their preferred platforms rather than trying to be omnipresent: "Meeting your audience on the platforms they prefer is more authentic than trying to be everything to everyone and everywhere." This approach requires understanding demographic variations in platform usage and tailoring your strategy to target specific audience segments where they naturally gather. -
Mastery Before Expansion
While Morris leans toward diversification, Shapiro counters with a focus on mastery before expansion. He suggests following the 80/20 rule—concentrating efforts on channels you can excel in before spreading resources too thin. Using his own content strategy as an example, Shapiro explains how his team prioritizes YouTube and LinkedIn for video delivery rather than diluting efforts across Instagram and Twitter. -
Finding the Balance
The conversation reveals that both perspectives have merit depending on a brand's maturity in social media. Morris acknowledges, "If you're just getting started, we named what, 10 networks on this conversation. You can't be on all them, so you gotta pick the one that's right for your brand goals and then expand from there." This suggests a phased approach where brands establish strong foundations on core platforms before exploring emerging ones. -
Data-Driven Channel Selection
Both experts agree that research should drive platform selection decisions. Morris recommends using social listening to understand "where the conversations that are relevant for what you're trying to achieve are" across different networks. This intelligence helps brands identify not just where their current audience engages, but where potential growth opportunities exist with target demographics. -
Diminishing Returns Signal
Shapiro provides a practical framework for timing expansion: "If you're seeing continued growth in one primary channel, you should focus your efforts there... And then when you hit the point of diminishing returns, then you think about expanding." This approach ensures resources are allocated efficiently while maximizing results from established channels. -
Conclusion
The conversation between Shapiro and Morris reveals that the "double down or diversify" question doesn't have a one-size-fits-all answer. The optimal strategy depends on a brand's resources, current social media maturity, specific business goals, and audience demographics. The key takeaway is that successful social media strategies require intentional platform selection based on audience research rather than reactive expansion to every new platform. Whether focusing deeply on fewer channels or strategically diversifying, brands must prioritize authentic engagement where their specific audiences actually spend time. -
- Part 1Social disconnect between brands & consumers
- Part 2Do consumers want brands to slide into their DMs?
- Part 3Are AI-generated influencers a trend or trash?
- Part 4Responding quickly or providing the right answer to customer questions?
- Part 5 Double down on a top-performing social channel or diversify efforts across multiple channels?
Up Next:
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Part 1Social disconnect between brands & consumers
Social media creates a disconnect between brands and consumers. Scott Morris, CMO at Sprout Social, shares research revealing how consumers use social platforms as discovery engines and customer service channels. Brands must balance cultural relevance without chasing every trend, maintain platform diversification to reach audiences authentically, and deliver personalized interactions within 24 hours to prevent customers from switching to competitors.
Play Podcast -
Part 2Do consumers want brands to slide into their DMs?
Social media marketing faces a consumer-brand disconnect. Scott Morris, CMO at Sprout Social, shares research revealing the gap between marketer assumptions and actual consumer preferences on social platforms. His data shows consumers expect personalized responses in DMs when they initiate contact, but resist unprompted brand messages, highlighting how timely, relevant engagement builds loyalty while intrusive approaches damage relationships.
Play Podcast -
Part 3Are AI-generated influencers a trend or trash?
Social media marketing faces a growing disconnect between brands and consumers. Scott Morris, CMO at Sprout Social, shares research on how consumer relationships are evolving differently than what platforms intend. He explores the controversial rise of AI-generated influencers, revealing split consumer sentiment while highlighting how younger generations show greater openness to artificial brand ambassadors. Morris also discusses how brands can effectively navigate these changing dynamics to break through increasing social media noise.
Play Podcast -
Part 4Responding quickly or providing the right answer to customer questions?
Social media response speed vs. accuracy: which matters more? Scott Morris, CMO at Sprout Social, shares research on the disconnect between marketer perceptions and actual consumer expectations. Morris reveals that two-thirds of users expect responses within 24 hours and explains how AI can handle routine inquiries while allowing marketers to focus on authentic, personalized engagement that requires human touch.
Play Podcast -
Part 5Double down on a top-performing social channel or diversify efforts across multiple channels?
Social channel strategy: focus or diversify?nnScott Morris, CMO at Sprout Social, shares research on the disconnect between marketer assumptions and actual consumer preferences on social platforms. He advocates for strategic platform diversification based on audience demographics while emphasizing the importance of mastering primary channels before expanding. Morris recommends using social listening to track relevant conversations across networks and aligning channel selection with specific brand goals rather than attempting omnipresence.
