Have you ever wondered which social media platform is best for business? 

How do you choose between Twitter, Pinterest, Instagram, SnapChat, Tumbler, LinkedIn, Google+, Facebook, Periscope, YouTube, Vine, BlogLovin, and all of the others?! 

As women entrepreneurs, a common trap we can fall into is thinking that we need to be everywhere all the time. 

We see women who have been in business for 25 years who appear to be on every social platform, and we start to compare. 

We ask ourselves “Do I need to be everywhere, too?”

And then we get even more overwhelmed because not only do we feel the pressure to be everywhere, but we also feel like we have to be super-popular everywhere.

If you've struggled with these thoughts, you are not alone!

I speak with women on a regular basis who tell me how overwhelmed they feel trying to grow their following on social media.


I get it — I've been there. I used to play the comparison game. And the problem is, I always lost.

I would compare myself to someone who had been on Instagram for three years longer than I had, and I would wonder why my follower count wasn't the same as hers.

I would compare myself to my peers, and wonder why they were getting more “hearts” or “likes” than I was.

If this sounds like you, I want you to step back and ask yourself this question:

How much do you get paid for each heart that you receive? What about for every like? How about for your follower count?

The answer: Nothing!

{Ouch, that kind of stings, right?}


The reality is, popularity does not necessarily translate to profitability.

When we don't understand the purpose of our activity {the “why” behind what we do}, that's when we end up super-stressed, super-overworked, and quite frankly, spending time on activities that don’t matter or aren't in line with our priorities.

Popularity ≠ Profitability! Hearts and likes don't pay the bills… this does!


Instead of asking how many hearts we have, let's ask ourselves a different question.

Before writing a blog or posting on social media, let's consider: “What is my purpose for the post and what am I hoping to achieve?”

If all I'm hoping to achieve is looking more popular, then I've missed the mark.

But if I'm hoping to educate, to inspire, to provide value, then that's a different story.

Because serving others is what it's all about.

Yes, serving others well will ultimately help me to grow my list. And yes, serving will generate sales.

But more importantly, when I focus on my clients and those I'm meant to serve, it means that ladies are finally getting the help they need to take their businesses from starting and stuck to thriving and profitable. 

It means they are getting coached from someone who has done it before. It means they aren't spinning their wheels and focusing on activities that don't matter. It means their businesses are finally experiencing that turning point that they've always known was possible.


Listen, I’m not trying to make this all about sales, so don’t miss my heart in this. My heart is to serve and help others, but the purpose of this discussion is business. And you simply cannot have a thriving business without sales.

That being said, making money isn't and doesn't need to be the priority. In fact, if money is the purpose, then I believe you're going to have a hard time in business {or at the very least, in any type of service-based business}, because serving others is what it's all about.

In my own business, I form strong friendships with many of my clients. I care about my clients, and their vision and mission becomes my vision and mission. 

I am obsessed with helping my clients succeed.

And the reality is this: The only way I can help more women and serve others is by growing my list and to converting more of my leads into customers.


Which brings me back to my main point… success in business doesn't require us to be everywhere. We can be selective.

I like to think of social media as a buffet. You can put a little bit of everything on your plate, or you can choose only your favorites.

It's completely up to you.

For me, Twitter is a great example of an area where I choose not to focus and spend my time. I don't focus on Twitter because {to this point and to my knowledge} I have yet to make a sale from Twitter.

Am I on Twitter? Sure. Do I tweet? I do. Do I share my Scopes to Twitter? Yes.

But because I don’t see a large number of conversions from Twitter, I don't spend a lot of time and energy in Twitter. It's just not an important avenue for my coaching business.

In my business, I actually convert really well via live-streaming. Many of my current clients met me on Periscope. In fact, in every broadcast, I remind my viewers that if they want to know exactly what it is that they should be doing every day in their online business, they should head to rachelmcmichael.com/weeklychecklist to download the exact guide that I used to create momentum and success in my own business. And then I get the opportunity to get to know and serve the ladies who download this checklist.

Instagram and Facebook are also where my ideal clients hang out, so I spend a lot of time on these three platforms: Periscope, Instagram, and Facebook.

{One other platform I should mention is Pinterest. Pinterest drives a lot of traffic to my blog, but I don't spend a lot of time on Pinterest because it doesn’t require a lot of time. I only have to put in about an hour or two per week and Pinterest does everything that I need it to do.}


For your business, it’s really important to be aware of which platforms work for you. This means testing out different platforms and spending time reviewing your data.

Where are your ideal clients spending their time? Which platforms convert well for your business? These platforms should get more of your time and energy.

If you're really clear on the data, it will become really obvious where you've been wasting time on things that don't matter. And you'll likely realize that you can free up a lot of energy when you aren't trying to be everywhere all the time.


Know which platforms work for you, and spend more time there. Know why a certain platform works {or does not work} for you, why you care about the platform, and how you can use it to turn quality content into qualified leads that will convert to sales for your business.

Because when it comes to your business, popularity will only take you so far. And I don't know about you, but I care much less about being popular and much more about finding and serving my ideal clients!

I would love to hear from you! Which social media platforms do you find most effective for your business and why?