You can read countless newsletters, blogs, RSS and Twitter feeds about what is successful in Social Media. But the raw truth is this: Nothing substitutes for experience.
What are the response rates for your industry for Twitter feeds? You might not even be able to find out because your competitors consider this proprietary knowledge and not apt to give it up in trade publication interviews. What works for retail might not work for B2B. Or, what works in one B2B category has no bearing on another whatsoever.
For example, if your category skews younger, Twitter may work well. Older demographics may work less well because that medium is used more by younger folks. So, the only way you’ll know for sure is to do it yourself.
Of course, you want to follow closely what your peers are doing on FB, Twitter and mobile apps. In fact, if you find they’re thriving with large followings, you’re probably already behind in your learning curve if you’re not doing likewise. Use that as a clarion call for your company to get moving in these new channels now. LC