Ideally a brand should target the strategy considering all the various platforms as each platform has unique features that can be effectively used to reach out different target market segments. I would suggest that due to the reach of FB and its ability to target user groups more precisely based on disclosed locations, age, background and other interesting demographics, FB stands as level one. If your objective is to address an immediatel concern that a brand faces, i would say, watch and attend to twitter conversations and blog and forum postings. So to push something through ad, FB is the best. To address any on the existing market of a product, choose more real time platforms like twitter etc.
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