Your brand doesn't have to focus on every social platform; certain channels will be more or less effective depending on the nature of your company, notes Alison Koplar of Refinery29 in this interview with iMediaConnection.com. For example, if your customer base is mainly male, you might not want to make Pinterest the cornerstone of your marketing efforts.
"You really have to think about who your audience is, who your brand is, in order to understand where to target them," Koplar said. "Omni-channel is not every single channel—it's about understanding where is your consumer spending the most of their time."
Learn more at iMedia Connection.