There’s a school of thought that says whenever two chaps in a garage get a 0.3 beta of a social network out the door, digital folk everywhere should drop everything and get on it.
This is bollocks. Your valuable and limited time, energy and resource is best spent on Twitter. Or Facebook. Or the platform(s) that work best for your customers / fans / etc. When an organisation proudly lists all the platforms they’re on (and the list could be pretty long by now), the question is ‘are you any good on them?’ and probably ‘do your fans care?’.
How many times have you heard ‘this could be the new Facebook’, only to struggle to even remember its name weeks after the initial squeee-ing dies down? I really question the need to spend time building up a platform whose goal might ultimately be to be brought by Facebook or Google when they get popular enough.
You won’t miss much in the early days of a new platform – often you don’t get a fair reflection of what the platform is going to be like because there’s simply no-one on it yet. You’ve got plenty of time to make ground up if you don’t get in on the early days. Take Instagram – for a long time, people on Android, the world’s largest mobile OS couldn’t even use it – folk seemed to catch up just fine.
As always, you need to figure out what platforms are the right fit for your organisation’s fans or customers and what’s right for you.
Some social platforms are more useful as handy places to store your content – think Flickr for photos and YouTube for video – and sharing your content somewhere more suitable, like Twitter or your website. Honestly, no-one really enjoys YouTube for its social functions.
Remember, tthere’s questionable value in getting involved in non-social platforms like Snapchat (where content can’t be shared or even allow a link back to your website). Sure you might get some street cred points for being there, but it feels a bit dad-rock to me if it’s not the right fit for your organisation.
In short, what I’d do when a hot new platform comes along is:
a) register your company name, because 1. it might come in handy one day, and 2. it stops the hilarious pranksters from nabbing it, and
b) keep an eye on it. You’ll know when it becomes right for you
Remember, channels are channels – don’t throw your strategy out the window because someone invites you to a pets-only mobile app.