Another possible mistake is to engage with the wrong social network. MySpace and Facebook are the two names everyone knows, but there are plenty of other platforms out there tailored to more specific demographics. Ending up on the wrong social network wastes time and money. For example, Bebo is very popular with a younger audience in the U.S. looking at lifestyle-related content, while Dogster is targeted at an older audience that dotes on their pets.

Bebo

Dogster

Simple exploration of the sites, as well as some demographic research from free tools like Quantcast, can help corroborate the conclusions reached. The key first step is to understand who is using these tools, how they interact and why.
Primary research can shed valuable information on how a particular audience interacts with their social networks. User interviews, surveys and active participation in social networks are key first steps to understanding who, how and why people use these tools.

Secondary research such as competitive analysis and case studies shed light on what is happening in the field. There are some very big differences in who is using which tools and what they are doing there. Use this information to guide decisions around which platforms to use and the best approach to succeed.

Understanding why people might be using a particular network greatly influences the direction of a campaign. Think beyond what is happening on the web and reach out to platforms that resonate with the particular audience. For example, if a specific demographic contains a lot of mobile users, consider ruling out platforms that don't offer a mobile interface.