A cross-platform social strategy could be what is missing from your overall social strategy.

Everyone knows they should be on as many platforms as they can be. I always say to make sure to be on only the ones you can do well and that are appropriate. This still holds true, but many new sites are reluctant to fully participate in what the networks offer based on the fear consumers won’t visit their website if they can see the content on social media for free.

This is a valid concern, but consider:

1. People who want free stuff are not going to pay. Done. So don’t sweat the freeloaders.

2. Some freeloaders may end up converting as they repeatedly see your content. Repetition builds familiarity, and familiarity builds trust. But seriously, stop worrying about the freeloaders.

3. Many people like to preview before jumping in. The best way to let them preview is to show them what you have where they are hanging out, i.e. social networks.

4. People who love your content may spend most of their time on social networks looking for Facebook and Twitter to update them on the happenings in their life. They may be willing to go to your site when they see an update on social media, but they have to see the update. So, make sure you are there to update them.

It would be great to think all people who are interested in our content are logging into our sites every day to see what is new. There may have been a time when that happened. However, people now go to their preferred network to see what is new, and then they decide whether to visit.

However, even within the networks there is a cross-platform element. Let’s look at Wiazza.com. A social network for the adult nightclub industry, Wiazza has been called “LinkedIn for gentlemen’s clubs.” But Wiazza is not fighting the larger trend. The company has a Facebook page and a Facebook Group. Why does one social network need to belong to another social network? Because it doesn’t want to swim upstream.

Facebook has an enormous audience, and everyone wants a piece. To get Facebook’s audience, you have to swim in their pool. Facebook’s EdgeRank algorithm buries posts to business pages, so followers will not see most posts unless the business pays to promote them. Regardless, every business needs a presence on Facebook.

In addition to a page, Wiazza also runs a group. Facebook groups allow more personal interaction between a company and its customers than pages allow. Plus, groups may be public, closed or secret. The latter two types hide group posts from the public, meaning group members can chat without worrying Grandma will see the conversation.

Wiazza.com has embraced Facebook’s pages and groups because Wiazza understands that to have a successful presence — and to have their members be truly connected in a larger community — they, too, need to be part of the larger community.

Your website is the nucleus of your business, but the social networks are the electrons that keep the atom charged.

Lauren MacEwen is the primary strategist and CEO of 7 Veils Media.