Life Beyond the Four Social Media Giants

As a growing number of companies embrace social media, a key strategic and tactical decision is selecting what social media services to use.

This process depends on determining the best fit for a particular business and its customers, as well as the social media services being used by the people that a company is trying to reach and engage.

Not surprisingly, the default choices are Twitter, Facebook, LinkedIn and YouTube because they are the most popular.

While these solid choices that no one is going to question, they’re just a small part of the massive social media “menu” in which there are thousands of choices that cater to different markets and interests.

In a recent blog post, Jay Baer made an excellent point that there is life beyond the “Big Four” but that “in the rush to “do” social media, companies are forgetting that the communities that are most social (and thus carry the most potential) are those that are topically focused.”

If you’re in the sports business, it’s a no-brainer to consider sports-specific social networks such as RootZoo, FanNation, ArmchairGM and BallHype.

If you’re in the food business, the non-Big Four options include FoodBuzz and Group Recipes.

In other words, there is a vibrant social media ecosystem beyond Twitter, Facebook, LinkedIn and YouTube.

It may take some time to find the right opportunities and establish a foothold within these communities but it’s worth the investment if these social networks meet your social media goals and objectives.

At the end of the day, you may discover that social media networks off the beaten track could be as valuable as the Big Four.