I am not a big proponent for jumping into the world of social media with two feet without doing your research into whether or not a social media platform is right for your company. I always tell clients that the worst thing you can do is start and then stop because it tells potential clients that you don’t follow through. This can prove disastrous to say the least as many that have come and gone have experienced. I always tell folks that they should identify their audience (age, gender etc) and use this information as a starting point to help with which platforms resonate with these groups. Different age groups use different platforms as do different genders. Pintrest resonates primarily with women ages 25 – 54 (http://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/). Instagram has cornered the 18-29 age group, LinkedIn users are primarily in the age group of 30-49 year olds. Every age uses social media differently. Pictures resonate with all groups because they attract attention and help draw the reader to whatever you are sharing, however if you are looking to target men in the age group 55+, Pintrest is probably not your best option and would most likely be a waste of time and energy because your target audience just isn’t there.
With this said I do believe that we should not always stay in our comfort zone in order to be successful. Look at ABC Casting Director KELI LEE for example. She stepped out of casting standards and stereotypes to make room for more minorities in roles that might have otherwise gone to the standard white american female in the past. She took a chance and it worked for her. By doing your homework to see who is using certain platforms you can also take calculated risks using social media which may have a better ROI on engagement with the right group. I believe that if you stay in your comfort zone you will never grow, learn or improve. That doesn’t mean that you should start snapping Instagram pictures if you run an autobody shop. Don’t be impulsive, don’t be afraid to try something new as long as you’ve done your homework.