Conventional wisdom has been to carefully select brand participation avenues and social communication. But consumer behavior and engagement shifts have smashed those rules. A fast-paced treatise from Jay Baer will have you rethinking the foundation of your social program.

Jay Baer of Convince and Convert shares Why It Might Be Time to Completely Change Your Social Media Strategy.

The gist is this. Unless you call, email or otherwise send your content to your audience, you have no idea if it’s going to reach them. Even if you have a huge fan base on your social networks, you never know if your people will see your message.

Jay’s solution is to have a shotgun approach for your social media strategy, as opposed to a rifle approach, which is how most people distribute their content.

Jay went into detail on this at the Social Fresh conference.

Jay Baer explained the shotgun approach to social media strategy.

According to Jay, the rifle approach represents best practices for social media: create quality content, approach each channel in a unique way and build a large following.

The shotgun approach, Jay says, is based on the mathematical realities of this wave of social media. Increase the amount of content and post in more places to increase the chances it will be seen.

When you post more content in more places, the possibility of connecting with your fans increases substantially.