When I am just starting to work with a brand for social media, the two most common questions that I get asked are "Where should I be on social?" and "Shouldn't I be on all the platforms? How do you have time for all of that?"
While some social media managers will say that it is important to be EVERYWHERE on social media, I say, let's get real. TIME is one of our most precious resources. We should use that time/ resource wisely by being active on the social media accounts where your brand's target audience is most likely to be- with ONE exception. That one exception- Google +, every brand, regardless of whether or not their audience is on Google + or not, should have a Google + page. Studies have shown that brands with Google + pages perform better in a Google search than those that do not. So, for SEO reasons alone, your brand should be on Google +.
Otherwise, pick your social platforms wisely.
.Make sure they are ones where your target audience is actively engaged. Sending out messages on a platform where your target audience doesn't exist is like sending marketing messages into space and hoping that someone, somewhere out there will see your message, come down to earth and decide to buy your product (OK, maybe I am exaggerating a little- but you get my point- you would be sending your message out where no one is looking for it).
If your audience is not on Twitter- don't use Twitter. If your audience is too old to be on Instagram even though Instagram seems like the new hot platform for apparel brands and retailers- don't waste your time there.
Focus on the ones that matter. Direct marketing always yields better results.
And if you have any questions about where or how to find your target audiences social platforms, please send me an email at firstname.lastname@example.org