Channel Selection (Channel Fit)
Channel selection is the decision about which social networks a company maintains a presence on. It depends on where the target audience can actually be reached, which content formats the company can produce on an ongoing basis and which channel suits the business model. Not every platform fits every offering.
In practice
Before committing to a channel, check two things: do your customers actually buy or enquire there, and can you deliver the format that is standard on that platform? A trades business with strong photography goes further on a visual channel than a tax adviser producing written expert articles, who belongs on a professional network. The most common mistake is choosing channels by popularity rather than by fit: a platform with many users is worthless if your audience does not look for suppliers there. Also actively drop channels that contribute nothing after a year instead of keeping them half alive.