Social media made its way into the minds (and budgets) of the C-Suite. But when marketing channels reach mainstream consciousness, misconceptions start to develop. To help make sense of it all, we’re debunking our top 5 social media myths:

1. You need to be on every social media channel.

Actually, you should choose wisely—pick the ones that best communicate your message and are where your audience lives. There are too many channels to be good—and relevant—everywhere. Consider, do you really need to be on TikTok?

2. You need to post every day.

Depending on the nature of your business, it might be a good idea to post every day. But many organizations don’t need to. Assess your goals and audience before establishing a content calendar.

3. Social media is just another distribution channel.

If you’re repurposing your content for social, you need to make sure your messages match the medium. Social content should be quick, crisp, and inspire reaction.

4. Great posts are all you need.

You can’t just post great content and walk away—this makes social another one-way channel. Strong social media marketers drive conversations and constantly engage their audience to humanize the communication.

5. Social media doesn’t help the bottom line.

If you are in a relationship-based or leads-driven business and using social media well, it can be a remarkably low-cost, efficient relationship builder and sales driver.