As a business or non-profit you don’t need to maintain accounts on more social media platforms than you can effectively manage. Yes, on the face of it that probably sound like “Well, duh” information, but my own experience and that of others whom I have observed tells me that the desire to contact customers and constituents through as many channels as possible leads to spreading social efforts too thin.
Your social marketing should be based on establishing valuable and lasting relationships rather than raising metrics and spreading visibility. Yes, those goals are important but little is gained by jumping from one social media account to another, posting whatever can be scrambled together every day just to prove you’re alive.
Instead, consider your options for social media platforms that will provide the most benefit to your company because they are where your most beneficial relationships can be developed. Start with one platform and do a righteous job of using it to connect and engage with influencers in your target population. Work on it to spawn relevant conversations and popular events. Drive people to your website. Build the community to critical mass where users’ contributions sustain a good level of interaction. Once you’ve established sufficient momentum on that platform, begin to develop the next most promising platform.
For most but not all companies a Facebook page will be the prime platform with Twitter serving as a short-form secondary locale. But for many of you, LinkedIn or Pinterest may be your starting point. It may be your best move would be to select platforms that support different types of populations. Or you might want to use a primarily discussion platform and a primarily graphics platform.
In any case, doing a great job of connecting in one environment will serve you better than doing a hurried half-assed job in several.