There will always be the next big thing, the new social media network. Existing networks will continue to change, and people will alter how they use networks. With each new offering and change, whether it’s a new network, new applications for an existing network, or usage, there will be a buzz among marketers about how a business should, could, or might use the latest unique social media experiment. Before you buy-in, you should ask yourself a few questions.

Does the New Social Media Network Reach Your Target Audience?

Before jumping in with both feet into new social media territory, you need to ask yourself if the new network will reach your target audience. For example, no one has convinced me that Instagram is worth the effort for a B2B (Business to Business). While there might be some advantages such as branding and recruiting, overall the time a B2B would spend on Instagram might be better served on other networks. Should Your B2B Use Instagram?

Does the Network Fit Your Culture?

The TKO social footprint is conservative. Our base customer is conservative; I’m not talking politics I’m discussing lifestyle. We avoid going over the top, even about being a little silly. I have to be held in check quite often. Snapchat is fun by being silly. It can be an excellent platform for many businesses especially if they have a whimsical side and nonconformist culture, but that’s not TKO. Snapchat doesn’t fit our culture or reach our client. Is there a place for Snapchat in B2B Marketing?

Do You Have the Time?

The latest, greatest, newest, network might be the talk of the town, but can you and your marketing team afford the time it takes to build an audience and make it work for you? Is the ROI (Return on Investment) worth the effort? And consider this, will developing this new network take resources away from existing marketing efforts? If so, at what cost?

Will Your Message be Diminished?

Can a business be on too many networks? I’m not only talking about the time, effort, and content creation, but also dilution of your message. Is there a tipping point where one more network not only doesn’t add to the social marketing effort but detracts from it through overexposure?

Could it be that a network that doesn’t fit your target audience, culture, or daily to-do list lessons your other efforts because it’s seen as superfluous? For example, if TKO Signs added a SnapChat account would some see it as a nonsensical fad rather than a professional marketing action?

The bottom line is you shouldn’t jump on the newest bandwagon without careful consideration. First ask if the network fits your corporate culture, reach your customer, and is it worth your time?