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One of the biggest problems faced when businesses try to use social media as a marketing tool is that there are simply too many social media sites. A day doesn’t go by when I’m not asked about this new site or that old site and whether or not they can be used is marketing. Most can. However, most simply do not have the reach to make them worthwhile. For the majority of businesses, if they stay focused on four current social sites, they’ll have the vast majority of their marketing covered.
Some big sites were excluded. It’s not that Tumblr doesn’t have its place or that Foursquare is useless. It’s that the time and energy necessary to make them stronger is not worth the return on investment. Facebook, Twitter, Google+, and Pinterest are the big dogs right now. They don’t take a ton of time to master and the results are strong compared to the effort put into them.
There’s a common theme here. Effort versus reward. If you measure your returns relative to the amount of effort put into the maintenance, you’ll find that these are the sites that generate the highest level. Used properly, just about any business can benefit from a strong presence on these four social media sites.