There’s no value in simply having a social network profile for the sake of it.
We see lots of startups that build profiles on every social media channel going: from Twitter to Tumblr, Snapchat to SoundCloud, and everything in-between.
But for the majority of startups, either they don’t have the resources to properly build and engage with audiences via these channels, or the audiences they find simply aren’t relevant to their service or product.
Get a return
As with anything, having focus is the key to maximizing the return you get from investing time in social media.
Clearly there’s no point in having a social media profile unless you’re active on it. And there’s little point in being active unless you’ve built an engaged audience.
So start small: pick one major social network that’s a good fit for your product or service, and work on building an engaged network of connections, followers or friends.
Once you know what initiatives and content works, what resonates and what converts into leads and valuable conversations, you can replicate this effort on other channels.