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2A Checklist to Deciding if Your Brand is Ready to Use Another Social Media Channel

It’s easy to get caught up in the hype that surrounds a new, shiny tool like a Pinterest or Google+.

And why not? Both of these channels have user bases that are growing at rapid paces (though engagement levels continue to be hot topic for debate) and offer a variety of opportunities for brands to spread product and issues awareness.

However, before deciding if the latest and greatest social media offering is right for your company, here’s a list of questions to first ask when deciding whether or not your brand is ready to leverage another online channel:

- What are your goals with a new channel?

- Are your customers there?

- Are your competitors there? If so, how successful have they been?

- Have you already mastered the channels you’re currently using?

- Do you have the resources needed to jump into an additional channel?

- Are you able to provide unique content on a new channel that is different from your activity on others that you are using?

- How will you benchmark and evaluate the success of it?

There are many brands (and individuals) out there who have ‘shiny, new tool syndrome’ and often jump into a new channel without a plan in place. Don’t fall into that category. If you’re going to do it, do it for the right reasons or don’t do it at all.

As always, please share this post with others and leave a comment below if you have any other thoughts/questions.


Andrew Worob is a Managing Associate in the Digital Practice at Finn Partners. Contact him via or on Twitter.

  1. Having multiple channels increases the possibilities for you, your product, and business to be found, but it should contain up-to-date content and relevance to each other.

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    • Andrew Worob

      Thanks for commenting, Evelyn. While I agree with you that leveraging multiple channels and posting similar brand content on each of them has the potential to increase brand awareness, it’s not always the best approach.

      Ultimately, you need to figure out where your audience is and then build a strategy around just those channels (assuming it’s more than one) that makes the most sent for your brand vs. jumping into every channel that exists. And certainly you are going to offer each of those channel audiences content that is relevant to your brand, but it’s imperative to offer different, unique information that is appropriate to each channel. Give people a reason to follow your brand on all of your online properties (Twitter AND Facebook AND YouTube AND LinkedIn, etc.) in order to maximize your efforts.

      Hope this was helpful!

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