There is no right or wrong answer. My advice to all clients, especially when starting out is to do one or two social media channels very well. The first thing to do is think about your target audience and look at where they are ‘hanging out’ online.
Everyone can use Facebook to help their search engine optimisation and to create a social presence. In my opinion, it is the best all round platform and is a good one to start with.
Twitter is used a lot by young people, so ideal if you are trying to reach teenagers and people in their 20’s. The content tends to be quite fast moving, so you would need to post a lot of content to get your messages seen.
An online networking platform for businesses, it is essential if you sell products or services to other businesses. A basic profile is free, but many businesses have benefitted from extra features when they have upgraded their profile to a premium account.
This is a great platform for brands where they have a lot of visual content to share, such as great products that vary or services that are delivered in interesting locations. Very popular with younger people too, it’s where the kids hang out online (while their parents are on Facebook). Facebook actually bought Instagram in 2012 and is aimed at a very different demographic, but slowly some similarities between both platforms are creeping through.
A favourite of mothers and brides to be, Pintrest works best for people selling to individuals and ideally where the product or service has some visual content to share.
This is Google’s own social network and so Google will place a very high value on it in search engine terms (and you can’t blame them for that). It’s worth having a profile as it’s very likely to take off in a big way at some point (because let’s face it, Google are trying to take over the world).
So, there’s loads of options out there and each network is always evolving and adding new features. If you are embarking on a social media strategy, my advice would be to plan your content in advance so that you can create an ongoing dialogue, rather than run out of steam two months in.