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Let me wave my magical content wand

By Tara Hunt

It usually starts something like this:

“Hey! Everyone I know is on Instagram! We should start an Instagram for the company!”

The suggestion in itself isn’t wrong, per se; it’s just not made with much of an understanding of how these social platforms work. It takes less than five minutes to set up an Instagram account (if you have an iPhone or an Android device). That’s the simple part. But then the real work begins.

People who rarely use social networks love platforms … even when they, themselves, admit to not having enough time to use them. That’s pretty much what they see: Platforms and the numbers. “Why aren’t we on Pinterest/Foursquare/Tumblr/Google+/You Tube/Instagram/etc?” they’ll ask. They’ll tell you about all sorts of other companies that have set up multiple accounts on multiple platforms and how they read about it on Mashable. They’ll hint at being concerned about your expertise or ability to execute because you haven’t created accounts everywhere. They may even say, “It takes five minutes to set it up!”

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