Social media is as homogenous from network to network as soda pop is from brand to brand. Sure, it’s all social media, but Google+ and Twitter might as well be Mountain Dew and Pepsi. Each network is unique, with its own best practices, own style, and own audience.
You should choose the social networks that best fit your strategy and the goals you want to achieve on social media.
You don’t have to be on them all—just the ones that matter to you and your audience.
Some things to consider that can help you choose not only which social networks to try but also how many to try.
Audience – Where do your potential customers hang out? Which social network has the right demographics?
Time – How much time can you devote to a social network? Plan on at least an hour per day per social network, at least at the start.
Resources – What personnel and skills do you have to work with? Social networks like Facebook emphasize quality content. Visual social networks like Pinterest and Instagram require images and videos. Do you have the resources to create what’s needed?
For the first part of this decision, you can reference the audience research and demographics from surveys like those conducted by Pew Research. For instance, Pew has complete data, collected last year, of the demographics for Facebook, Instagram, Pinterest, LinkedIn, and Pinterest. Here is a side-by-side comparison of the major social media platforms’ user demographics.