With social media being what it is today, business, nonprofits and governments have an amazing, free, and convenient way to get their messages across. They must keep in mind however that the social media platform they choose to put their energy into is very important. Research must be done to see where their audience is spending their time.
No matter what you are, a business, nonprofit or government you need to find out what gender, age, and lifestyle your followers have.
If you are putting all your energy into the wrong platform, you are basically wasting your time, and are going to turn off your followers.