One look at your phone’s app store or search results and you’ll see that there is no shortage of smaller players in the social media space. Whether it’s trying to escape the gaze of parents and real-world friends, expand on their interests, or go for a laugh, these networks continue to thrive even as mainstream brands are slow to participate there.
The infographic below asks whether and how brands should establish channels in these spaces, and details how to take first steps.
One quick note: There is a key distinction between “establishing a channel” and “having a presence” within a social network. A user may post a photo of your store, or a product review video, giving you presence on the space. When you, as a brand manager, decide to take control of your name, and plan for content and interactions in the space, you have established a channel.