Too often do we see clients trying to manage multiple platforms and not being able to make them work effectively. Either the approach is wrong, not enough effort is spent on them or the wrong platforms are chosen in the first place.
Gaining lots of followers or likes means nothing unless they help result in the creation of value for the organisation. Facebook might work very well for a local B2C business, but could be terribly ineffective for a B2B SEO company. To select the right platforms you need to understand their strengths and weaknesses.