Are you getting invitations to a new social network every week? Are you reading Techcrunch and Mashable and freaking out about all the new social technologies that you need to master?
Ignore all of it. It doesn’t matter.
Do not run off chasing the next shiny object — and don’t let your boss or agency convince you that you’re desperately missing something.
Your job is not to pioneer the next hot technology. You job is not to bring your customers into some new platform. Your job is to sell stuff.
The correct social network for your company is where your prospects and customers are.
You don’t want to be a leader. You don’t even want to be a fast follower. Wait until your fans and customers start talking about you somewhere, then follow them into that community.