Should we be in all social networks? The answer is clear: we must select those platforms that allow us to achieve the objectives we have set and concentrate our efforts on them. This will avoid dispersion and we can focus on achieving the goals.
The ideal is to focus on managing excellently only two or three platforms, although everything depends on the human and economic resources that the company has.
“Defining the target audience is key to knowing in which social networks we should be present.”
Efforts should be focused on the social networks in which the target audience of the company is located (this is why it is necessary to define it).
There are no networks, good or bad, neither better nor worse. There are only different platforms with different characteristics and possibilities that are more or less suited to some objectives or others.
It is true that networks such as Facebook and Twitter are among the most used at the corporate level, but we should not choose them without considering others. We must analyze if our target audience is in them because it may be that our target is in others.
It would be useless to focus our efforts on the mentioned networks if, for example, our target is professionals who mainly move on Linkedin or YouTube. The “everyone is in them” is not worth argument.
We must also bear in mind that the way to use each social network is very different. Therefore, the criteria for addressing our presence in social networks and setting actions and objectives should be different in each of them, although they will always be aligned with the objectives of the global 2.0 strategy. This, in turn, will go hand in hand with the overall strategy of the company.