--- title: "Social Media Roundup: The Dangers of Diversification" id: "26527" type: "post" slug: "social-media-roundup-the-dangers-of-diversification" published_at: "2014-12-16T01:01:49+00:00" modified_at: "2014-12-16T01:01:49+00:00" url: "https://associationsnow.com/2014/12/16/social-media-roundup-the-dangers-of-diversification/" markdown_url: "https://associationsnow.com/2014/12/16/social-media-roundup-the-dangers-of-diversification.md" excerpt: "Why associations shouldn't mistake broadening the audience for growth. Also: an ad by Apple that'll get the waterworks going." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "Advertising" - "Aspiring Leader" - "AssociationsNow" - "Marketing" - "Membership" - "Mid-Level Professional" - "Social Media" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Social Media Roundup: The Dangers of Diversification Here’s a sure path to for disaster: trying to be all things to all people. Sometimes, it’s best to admit that your organization is good at certain things, and leave the spare corners of the market to someone else. More thoughts on this in today’s Social Media Roundup: ### Narrow Your Scope > Our BIG Misconception About Growth [http://t.co/sQ4yZlVECY (opens in a new tab)](http://t.co/sQ4yZlVECY) > [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > [#association (opens in a new tab)](https://twitter.com/hashtag/association?src=hash&ref_src=twsrc%5Etfw) > [#assnprofs (opens in a new tab)](https://twitter.com/hashtag/assnprofs?src=hash&ref_src=twsrc%5Etfw) > > — Multiview (@Multiview) [December 15, 2014 (opens in a new tab)](https://twitter.com/Multiview/status/544561124729815040?ref_src=twsrc%5Etfw) **Sometimes it’s the members** you *don’t* bring into your organization that make you better. That’s the take of [Smooth The Path (opens in a new tab)](http://www.smooththepath.net/) ‘s Amanda Kaiser. In her latest blog post [on Association Marketer (opens in a new tab)](http://associationmarketer.com/big-misconception-growth/) , Kaiser breaks down a common misconception about where an organization’s growth should come from. Long story short: Breaking away from the narrow focus and tight audience your organization already has can be dangerous and ultimately destructive to your core mission. “More is the path to destruction,” she argues. “Diversification sounds great on paper but if you have 20 things you have to do you can never get great at doing one of them. If you answer to five or 10 or 15 member audiences, you can never get great at serving one of them, let alone all of them. When we personally wear too many hats we too become ineffective.” If that point isn’t clear enough for you, [perhaps this cartoon version (opens in a new tab)](http://www.smooththepath.net/2014/12/11/there-is-no-excellence-when-there-is-too-much-to-do/) might help. *(ht @[MultiView (opens in a new tab)](https://twitter.com/MultiView/) )* ### Tearjerker of the Day > Great tear jerker ad from Apple just in time for the holidays [https://t.co/xmaTlnipxM (opens in a new tab)](https://t.co/xmaTlnipxM) > > — Adrian Segar (@ASegar) [December 15, 2014 (opens in a new tab)](https://twitter.com/ASegar/status/544538272496898048?ref_src=twsrc%5Etfw) **Apple knows a thing or two** about beautiful, effective marketing—which is why it’s always worth checking out the company’s ads as examples of current marketing trends. [Apple’s latest ad (opens in a new tab)](https://www.youtube.com/watch?v=WRsPnzcZ1VY) combines something old, something new, something borrowed, and something blue, then puts it all on an iPad in a dramatic moment. The simple but beautiful duet between a granddaughter and grandmother will most certainly make your eyes feel like you’ve been cutting onions. Enjoy! *(ht @[ASegar (opens in a new tab)](https://twitter.com/ASegar/) )* (iStock/Thinkstock) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#Advertising](https://associationsnow.com/tag/advertising/) [#Aspiring Leader](https://associationsnow.com/tag/aspiring-leader/) [#Marketing](https://associationsnow.com/tag/marketing/) [#Membership](https://associationsnow.com/tag/membership/) [#Mid-Level Professional](https://associationsnow.com/tag/mid-level-professional/) [#Social Media](https://associationsnow.com/tag/social-media/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoTerin Bates, MBA, CAE, CX-PRO, Shares Her Experience at the 2026 ASAE Annual Meeting & ExpositionAugust 18, 2026](https://associationsnow.com/2026/08/18/terin-bates-mba-cae-cx-pro-shares-her-experience-at-the-2026-asae-annual-meeting-exposition/) - [VideoThe Adaptive Leader: Integrating Values and Strategy to Thrive Under New LeadershipDecember 15, 2025](https://associationsnow.com/2025/12/15/the-adaptive-leader-integrating-values-and-strategy-to-thrive-under-new-leadership/) - [ArticleBefore Members Can Say Yes, They Have to Find YouOctober 14, 2026](https://associationsnow.com/2026/10/14/before-members-can-say-yes-they-have-to-find-you/) - [ArticleDevelop a “Big Rock” Webinar Strategy to Spark Engagement, Generate Leads, and Drive Nondues RevenueJanuary 22, 2026](https://associationsnow.com/2026/01/22/develop-a-big-rock-webinar-strategy-to-spark-engagement-generate-leads-and-drive-nondues-revenue/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2014%2F12%2F16%2Fsocial-media-roundup-the-dangers-of-diversification%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !