Broader coverage can be good, but you might water-down the one or two groups you want to focus on. When we analyze for example an app's audience we look at the potentials, but always be ready to shift if the market does too. Good to have the presence on the majors, but only if your customers are there.

If your not promoting in at least 5 different platforms you will be outnumbered by competitors. Do not limit yourself on just one platform. Use HootSuite to plan out your posts in advance so you can spend less time doing it manually. However the temperature is different on certain platforms. LinkedIn is professional, Instagram is more lifestyle.. Twitter is informative, YouTube is for teaching. You get it... use as many platforms as possible for stronger reach: 

I agree with many of the comments so for me in a nutshell 1) The more you can utilize the better (broader coverage) 2) Go most where your audience's eyes are and my most favorite 3) The one that you enJOY using if you are the one managing the posting. It has to be something that is fun or at least enjoyable and if that is not you, that might be the time to outsource. As a Social Media and Business Coach I personally love to coach and empower people to run their own social media but when I run into the ones that do not want to, don't like it, or just want someone else to do it, then I do it for them but I really like when I can get them excited about doing it because it is always better for the business owner to have hands-on engagement and interaction... I just believe it is more powerful and effective, but whatever works for the situation

I believe it depends on the business and the resources dedicated to creating fresh content, but I would say video and blogging are two of the best possible media types for driving brand awareness and preference.

They should regularly post on all if they can (Twitter, Google My Business, Instagram, Facebook, LinkedIn, Pinterest, even TikTok if it fits!) The reason for this is beyond just where their customers live on social, but to tell Google they are active on all their social media channels. In other words, its great for SEO and visibility. It's also great to be ahead of their competition. There are a few social media planning and publishing platforms that allow for posting on multiple platforms at once, so using the excuse that there isn't enough time to post on all is just that - an exuse.

A good place to start is to focus on the platform where your ideal clients are. Build authority there, then spread out to another. 

You can post on other platforms to be active, just lean into one a lot more than the others until you have a large following to leverage. 

People on a platform consume media in the style of that platform meaning, getting someone on Instagram to subscribe to you podcast is more difficult than giving them great Instagram content.

Great responses and helpful! I did an audit and found that my clientele is mostly on IG and Facebook. 

choose 1 or 2 platforms you engage on daily. It's pretty hard to keep up on more than that if you aren't as tech savvy. Content and frequency will help establish you as an expert and ideally your customers are on these platforms.

multiple platforms and you need to be posting twice a week.  They help with people finding you on Google.