Though we tend to think about the various social media platforms as individuals, we should actually be viewing them as families. Dig just below the surface and they are all interrelated, which means that social media optimisation (SMO), the term used for all the activities you do to ensure visibility of your brand, is now more important than ever.
Knowing how the platforms link, lets you decide where to focus your efforts and the content to produce to increase engagement and build your reputation. In other words, consider how each social media tool encourages sharing and whether they are trusted by the audiences you're trying to reach, before you rush to create a Facebook page or a Youtube channel.
Choose tactics that play to your strengths as a company and attract your customers, but remember that imagery, video and high quality content need to be part of your plan no matter which platform you use. They may be different families, but they're all run by humans.
While this is by no means an exhaustive list it's worth remembering that
Google owns Google+ and Youtube
Yahoo owns Tumblr and Flickr
LinkedIn owns Slideshare, Pulse and Bizo
Facebook owns Instagram and Whatsup
Twitter owns Vine and Periscope
Just as families favour their own, the biggest social media sites aim to maximise visibility across their channels, so make sure you create content in the most shareworthy format for each group. Hubspot recently did a great blog piece if you need inspiration.
Which do you favour?