Twitter is not right for every brand. Neither are Facebook, LinkedIn, Google+, Ello and the next big thing. Too many times I see companies hop on one of these major social networks because they think they need to be there. But why? Without a solid understanding of your target demographic and your company goals, you should not be placing bets on certain channels “just because”. In this post, I’ll explain how to vet social media channels before you begin pouring time and effort into one that might as well be as useful as talking to a rock.