Inspired by the Constant Contact session I attended at the Small Business Expo, I wanted to conceptualize the Bredemarket online presence, and decided to adopt a “planet with rings” model.
Think of Bredemarket as a planet. Like Saturn, Uranus, Neptune, and Jupiter, the planet Bredemarket is surrounded by rings.
A variety of social platforms, including Bluesky, Instagram, Substack, and Threads.
Additional social platforms, including TikTok, WhatsApp, and YouTube.
While this conceptualization is really only useful to me, I thought a few of you may be interested in some of the “inner rings.”
And if you’re wondering why your favorite way cool platform is banished to the outer edges…well, that’s because it doesn’t make Bredemarket any money. I’ve got a business to run here, and TikTok doesn’t help me pay the bills…
For the past few months I have been posting some of Bredemarket’s reels on Flip, but my (mostly) business-related reels didn’t resonate with Flip’s consumer-oriented audience.
(Which makes my posting life easier, to be honest, but I will keep the app on my phone for a bit just in case someone with money buys the company’s assets.)
Is Instagram next?
No, seriously.
What if you based your entire business model on a single social media channel…and it suddenly disappeared?
If in 1969 I was creating videos about a 1993 standard issued by the National Institute of Standards and Technology (an agency that didn’t exist under that name in 1969)…
If your strategy is solely based upon a single platform such as TikTok, CapCut, Substack, Canva, or any other, you’ve already lost by putting all your eggs in one social basket.
Social dependence
My Saturday TikTok post got me thinking about companies whose entire STRATEGY is based on TikTok.
Not tactics.
Strategy.
Even though the chance remains that TikTok may be banned in the United States, as it is already banned in India…and is not available in China.
Or the people that are so thrilled with Substack that they are stopping all other social media activity and concentrating solely on Substack.
Or the companies (I know of one) who base their strategy solely on Canva.
Or you can cite any other platform, dependence upon which could devastate your business overnight.
So own your own website and mailing list…right?
Well, at least Bredemarket doesn’t have to worry about losing access to my prospects and customers.
Even if I lose access to every single social media service, I still have my WordPress website and my MailChimp mailing list.
So I am 100% insulated, right?
Um, right?
OK, guess I’m threatened also.
Omnichannel distribution
In the biometric world, we talk about five factors of authentication and identity verification. If you depend upon a single factor, you’re in trouble. But using multiple factors lessens the risk.
Similarly, if you distribute your content via multiple channels, then a threat to any single channel doesn’t put you out of business.
(Sales pitch incoming)
And your distributed content can take multiple forms. Blogs. Case studies. White papers. Social content on multiple channels.
Assuming you actually create the content.
Or get someone to help you create it.
(Told you there would be a sales pitch.)
So rather than reading Bredemarket’s sales pitch (call to action), why don’t we work on creating yours? Click the image below and reserve a free meeting time.
“The U.S. Cybersecurity and Infrastructure Security Agency said that Mitre, which has run the CVE Program since its launch in 1999, can continue to do so until early March 2026.
“This is a temporary solution. Clearly, the U.S. government wants to get rid of CISA paying for the CVE program. Someone else needs to seize the funding and governance reigns, and the opportunity to do so allows for creating a less U.S.-centric endeavor.”
If a new funding mechanism can ensure technical program continuity—while at the same time providing the $30 million business continuity by shielding the program from the chaotic whims of one country and one person—then this could be a long term solution.
The cybersecurity ecosystem has a little over 10 months to figure out how to fund the CVE program beginning in 2026.
Which means that nothing of substance will get done for the next 9 months. (How’s that TikTok sale going?)
Well, maybe North Korea will volunteer to fund the program…
Celina Moreno is the CEO and Co-Founder of Luna Marketing Services. And I always forget her name, so when I see her in Luna Marketing Services’ Instagram videos, I always call her “Luna.”
You remember the first TikTok ban, which had the same outcome as your usual “fights” between cable/satellite providers and content channels. Everyone gets all excited, but then they all kiss and make up.
Except with TikTok, we have to go through it all over again. And maybe again after that.
I’m not going to steal Luna’s…I mean Moreno’s post, but I do want to quote a brief excerpt.
We are now not in the hands of the Supreme Court or the legal system. We are in the hands of the current administration, a potential deal, and fate….
Unlike January’s drawn-out drama after the Supreme Court ruling upholding the ban, nothing is certain yet, but the pressure is mounting. For many, this feels like a countdown to an uncertain future.
April 5th might not be doomsday—but it could be the day the countdown gets real. There are still a lot of unknowns.
Bredemarket promotes itself in all sorts of places. My LinkedIn newsletter is an example, but there are other places where Bredemarket speaks, including the Bredemarket blog and a number of social channels.
The channels that Bredemarket uses have varied over time. While wise minds such as Jay Clouse have recommended to not spread yourself thin, I ignored his advice and found myself expanding from LinkedIn to TikTok. (TikTok is a Chinese-owned social media platform. You may have heard of it.)
Then in May 2024 I contracted my online presence, announcing that I was retreating from some social channels “that have no subscribers, exhibit no interest, or yield no responses.” After I had shed some channels, I ended up on a basic list of Facebook, Instagram, LinkedIn, and Threads.
Now I may contract again, and I may expand again, but for now I want to touch upon the reasons why a business should post or not post on multiple social channels, and how the business can generate content for all those channels.
Why should you only post on a single social channel?
There is no right or wrong answer for every business, and there are some businesses that should only post on a single social channel.
If all your prospects are using a single social channel and are on NO OTHER channel, then you only need to post on that channel.
If you are NOT in danger of losing your account on that social channel because of some automated detection of a violation (“You violated one of the terms in our TOS. We won’t tell you which one. YOU figure it out.”), then you can continue to post on that channel and no other.
If the social channel is NOT in danger of business liquidation or forced government closure, then you can continue to post on that channel and no other.
Why should you post on multiple social channels?
Not all businesses satisfy all the criteria above. For one, your “hungry people” (target audience) may be dispersed among several social channels. From my personal experience, I know that some people only read Bredemarket content in my blog, some only read my content on LinkedIn, some only read my content on Facebook (yes, it’s true; one of Bredemarket’s long-term champions primarily engages with me on Facebook), some only on Instagram, and so forth.
What would happen if I decided to can most of my social channels and only post TikTok videos? I’d lose a lot of engagement and business.
Even if I concentrated on LinkedIn only, which seems like a logical tactic for a B2B service provider, I would lose out. Do you know how many people on Threads NEVER read LinkedIn? I don’t want to lose those people.
So that’s where I ended up. And if you know my system, the question after the “why” question is the “how” question…
How can you post on multiple social channels?
Repurposing…intelligently.
You don’t have to create completely unique content for every platform. You can adapt content for each platform, when it makes sense.
So now I’m going to eat my own wildebeest food and see where I can repurpose this text, which was originally a LinkedIn article. Yes, even on TikTok. I may not come up with a whopping 31 pieces of content like I did in a 2023 test, but I can certainly get this message out to people who hate LinkedIn. Perhaps maybe even to my mailing list, for people who have subscribed to the Bredemarket mailing list.
I haven’t figured out what I’ll do in this particular instance, but here are some general guidelines on content repurposing:
You can just copy and paste the entire piece of content on another platform. For example, I took all this text and copied it from the original LinkedIn article. But I hope I remembered to edit all the phrases that assume this content is posted on LinkedIn. And I’d have to consider something else…
You can just copy and paste the entire piece of content on another platform and remove the links. To be honest, no social media platform likes outbound links, but some platforms such as Instagram REALLY don’t like outbound links. So before you do this, ask if the content still makes sense if the links aren’t present.
You can provide a summary of the content and link back to the original content for more detail. Isolate the important points in the content, just publish those isolated points, and then link back to the original content if the reader wants more detail. Bear in mind that they probably won’t, because clicking on a link is one extra step that most people won’t want to do.
You can provide a really short summary of the content and link back to the original content for more detail. Bluesky and other Twitter wannabe platforms have character limitations, so often you have to really abridge the content to fit it in the platform. I’ve often written a “really short” version of my content for resharing, then discovered that even that version is too long for Bluesky.
You can address the content topic in an entirely different medium. Because of my preferences, I usually start with text and then develop an image and/or a video and/or audio that addresses the topic. But trust me—if I convert this blog post (yes, I rewrote the preceding three words when I copied this from the original LinkedIn article) into video or audio format, it will NOT include all the words you are reading here. Unless I’m feeling particularly cranky.
Oh, and if you’re using pictures with your content, don’t forget to adjust the pictures as needed. A 1920×1080 LinkedIn article image will NOT work on Instagram.
So there you have it. Posting on multiple social channels helps you reach people you may not otherwise reach, as long as you don’t spread yourself too thin or get discouraged. And you can repurpose content to fit within the expectations of each of these social channels, allowing you to re-use your content multiple times.
If you’ll excuse me, I have a lot of work to do. (Plus the usual Bredemarket services: I onboarded a new client yesterday and hope to onboard another one this week.)
While many questions arise regarding DeepSeek’s performance, another critical question is whether the data it collects goes straight to Xi and his Commie overlords.
You know, what Congress suspected was happening with TikTok.
Well, here are a few excerpts from DeepSeek’s Privacy Policy.
“(DeepSeek) is provided and controlled by Hangzhou DeepSeek Artificial Intelligence Co., Ltd., and Beijing DeepSeek Artificial Intelligence Co., Ltd., with their registered addresses in China…
“The personal information we collect from you may be stored on a server located outside of the country where you live. We store the information we collect in secure servers located in the People’s Republic of China.
“Where we transfer any personal information out of the country where you live, including for one or more of the purposes as set out in this Policy, we will do so in accordance with the requirements of applicable data protection laws.”
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