Newsletter #12

Do NOT Use This Social Media Platform

written by

Sam Driver


You clicked that subject line faster than a cat chasing a laser pointer, didn’t you? 

Admit it. You’re curious. 

Because you’re wrestling with the million-dollar question… 

“Which social media platform should I use for my online business?”

You’re told to be everywhere, and you’ve likely signed up to your favorites.

But here’s the hard truth…

Just because YOU love a social platform doesn’t mean it’s right for your business.

Shocking, I know.

So, in today’s issue of Profitable, we’re slicing through the noise. We’re going to pinpoint exactly where you should (and shouldn’t) be.

And for those of you playing a guessing game with your audience’s whereabouts, we’ve got a starting line for you too.

Let’s begin.

So, Which Social Media Platform Should You Use?

It depends. Every social platform has its unique charm. 

Instagram and Pinterest are great for visuals.

LinkedIn? It’s great for professionals.

And TikTok? (Actually, I don’t want to talk about TikTok.) 

But here’s the thing… 

Your business needs to be on whichever social media platform your audience spends its time.

“But how do I find out where my audience is?” 

The easiest (often overlooked) way is to simply ask.

You see, many entrepreneurs overcomplicate this step. They dive into endless social media tools and dig deep into the mindset of their ideal customer before heading straight to the source.

So, ask your current customers and followers through surveys or direct engagement where they like to spend their online time. Easy.

“But Sam, what if I don’t have any customers or followers (yet)?”

Ok. If you’re in this bracket, then yes, you’ll have to dig a little deeper. 

Start by considering the nature of your online business. What type of people does it attract?

If they include lots of professionals or industry experts, they’re probably scrolling through LinkedIn during their coffee break. 

On the other hand, if they are creatives or trendsetters, they’re likely swiping through endless feeds on Instagram or TikTok.

“Are there any social tools to help?”

I’m glad you asked.

Now, you could use paid tools like Sprout Social or BuzzSumo, but let’s face it, they’re expensive.

And there is a free tool to take advantage of…

Google Analytics.

Yes, it’s more than just a website analytics tool. It can be your guide to understanding where your website traffic comes from. 

If you see a surge in visitors from a specific social platform, that’s a neon sign pointing to where your audience might be.

“What if I’m already invested in the wrong platform?”

It’s tough, but sometimes you need to cut your losses. 

If your audience isn’t there, every social media post is a wasted effort. And let’s face it, your time and energy is finite.

However, it’s not a total loss. 

You’ve likely gained key skills, confidence, and maybe even some fans who will follow you to your new platform.

So, here’s what to do…

Start by slowly integrating content on the new, more suitable platform, and gradually reduce your presence on the old one. 

And If You Still Don’t Know Where Your Audience Is?

It happens. You’ve done your homework, but you still can’t pinpoint the right social media platform. 

You’re not alone.

So, if all else fails, start with X/Twitter


It’s simple, it’s direct, and it’s a fantastic platform to build your brand’s voice. You can share insights, jump into conversations, and even drive traffic to your website with just 280 characters.

Plus, it allows you to dip your toes into the social media world without the pressure of crafting the “perfect” image or video. 

It’s about your words and your voice — a great starting point for any business.

Now, if you’ve been following our newsletters since the beginning, you’ve probably noticed we’ve bought up Twitter (a lot).

It’s not because we’re die-hard advocates, well some are, but because it’s so darn good if you’re just starting out.

So, if you want to know how to grow your audience on Twitter, check out these previous newsletter editions (here and here).

Ready to Jump into the RIGHT Platform?

Let’s quickly recap what to do:

  • Research your audience and find out where they spend their time online.
  • Audit your current social media presence and decide whether you’re on the right platform.
  • Choose X/Twitter if you’re unsure where your audience is most active. 

Once you have your answer…

Consistency will become your new best friend. Keep a regular posting schedule to stay on your audience’s radar.

And if you’re unsure what to post…

Craft daily narratives about your brand, your journey, and what you stand for. Stories create connections, and connections build communities.

But don’t forget to engage with your audience by responding to comments. Show them there’s a real person behind the brand.

If you keep this up, you’re ahead of 90% of your competition.

The Best Links:

Your Next Steps:

Before you go, can you do us a favor?

If you’ve been nodding along and found value here, share it with someone who’s trying to make their mark in the social media world. The more we help each other, the stronger our community becomes.

And the more referrals we get, the more awesome content we can publish.

Thanks in advance.

Sam Driver