Ideally it would be nice to have a presence on multiple platforms to properly promote your brand however, unless your company has a dedicated social media coordinator, finding the time to create that type of content can be costly and time consuming.
My suggestion is to pick your platform or two and run with it. What are the top four platforms to consider for your business?
Who should use it: Everyone – from individuals to large corporations.
What to share: Start, join, and lead conversations; interact directly with brands and customers
Post frequency: Multiple times a day
Who should use it: Lifestyle, food, fashion, personalities, luxury brands
What to share: Share visual content, including short videos
Post frequency: Once a day
Who should use it: Business (Especially B2b) Recruiters, Job Seekers
What to share: Job-postings, company descriptions, employer/employee research
Post frequency: Two to four times a week
Who should use it: Everyone
What to share: All types of online content, events, ads
Post frequency: Once or twice daily