Your digital strategy should include a couple of social networks, although you must recognize that only slightly over 50% of the population is on ANY social networking platform. And, that gets worse once you leave the developed countries, falling to a low of only 6% in Central Asia.
Trying to use every platform out there is a huge mistake, even if you’re a large brand with lots of resources. Adding more people just complicates issues of integration across platforms, especially when it comes to voice.
