Where should I be on Social Media? & Why do some work better than others?

It seems a smart move to be everywhere, and that does work. To an extent. You do want to be seen and push and reuse your content as much as you could. But there's a caveat: be everywhere, sure, as long as your audience is there. That means you don't have to be on Pinterest just because it's hot. If your audience isn't there, that's just a waste of time and resources. So do your research. And don't just ride assumptions. It might surprise you that professionals are also on TikTok and Instagram! You might want to create an account and start publishing content there if your people do hang out there. What it comes down to is what platforms your target audiences like. It's not about where you want to be or what platform is "good." Go where they go.