What is the best social media channel for my business?

I’ve been blogging for more than a decade and I realized I’ve never answered this question — the most-asked question I receive — “What is the best social media channel for my business?”

So I will try to answer it today.

I normally cringe when I hear this question because to give a very specific answer, I would need to know a lot more about the company, competition, etc. The optimal marketing mix might be different for every business.

But I do have a general answer … and it might surprise you.

Is it really about the best social media channel?

When somebody asks this question, it’s normally because they are just starting out with social media — and they’re overwhelmed! They have some inclination that their business needs to be on Facebook or LinkedIn and they don’t know where to start.

Here is the place to start: You’re asking the wrong question.

You see, the real value in marketing is driven by content. The content is the fuel behind the social media engine. Social media is simply the distribution system for the content. So the first question isn’t “What is the best social media channel for my business?” It’s “What is the best content for my business?”