There are many social networks nowadays. Should advertisers try each one, or how should they choose the right ones?
Start with the placements that have the best chance for success and progressively grow from there — eventually you should be everywhere that is contributing to success (however you determine that). If you’re engaged and using the tools, it’s pretty easy to determine which social media tools your customers are on. If you can’t figure this out, Forrester has a good Social Technology Profile Tool that will help direct you to where your customers are.
