There are those that think they can upload content online and that’s it, that’s social marketing, when in fact you have to be very strategic about where, when, why and who you’re reaching. If you just reach the right people in the right places, you will greatly increase your engagement.
The large communities, such as YouTube and Facebook, are very useful, but need to be utilized strategically, due to the sheer quantity of users. Some times the best place is a smaller community that better represents your target audience. Even the bigger communities have inner circles.
Think about it before you deploy your content. If you are putting time and energy into developing your content, you’re going to want it to reach the right people, otherwise you’re wasting your time.