When a company decides to give social media a go, what is that decision based on?

The mind set of the individual making the decision?
The business case for doing so?
Because your customers are there?
Because your boss is away for a few days?
Because your competitors are there?
A gut feeling you have?
Some or all or none of the above…

What is the decision based on when deciding which social media application(s) to use?

What you have used before?
What your competitors use?
What your favourite celebrity uses or recommends?
Existing research or opinion?
What your customers use?
A gut feeling you have?
Some or all or none of the above…

How do you justify: a gut feeling or just giving it a go?

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