Social media has become ubiquitous with communications and marketing, and the new and the shiny.
Indeed, in recent years some of the gloss has come off the major platforms as concerns about privacy continue to mount.
This isn't a PSA about privacy, but it is about smart marketing strategy. It's also a simple message.
Be where your customers are.
If your customers use a particular channel, be there in a way that is relevant to them.
Understand why they use that channel, what they want of brands in that channel (do they even want anything of your type of brand in that channel?) and how you will resource the content and customer service for that channel.
If you have no customers there, you don't need another social media channel.
If your customers are there but don't engage with your type of brand there, you don't need another social media channel.
If you can't resource content and customer service, you don't need another social media channel.
