Before Your Company Launches a New Social Presence, These Questions Must Be Answered — Or Else

Brands that found success on networks didn't do so by going blindly, but by observing first and then finding out how their brand can become an authentic contributor.


It seems like every day, a new social network pops up. Yo, Meerkat and Periscope popped up from nowhere, while overseas, Line, WhatsApp and WeChat are setting the standard. But how can you tell if it’s appropriate for your company to be on “the best big thing?”

As Gartner managing vice president Julie Hopkins told attendees at Gartner’s Digital Marketing Conference this week in San Diego, Calif., check it out first, understand the landscape and accept that a learning experience might be the only thing that comes from it.

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