“We should be on that platform” is a starting point for a discussion. It is not a channel strategy.
A channel needs a role in the customer journey. Perhaps it introduces the business to a relevant audience, explains a complex service, captures existing demand or keeps a relationship alive. Different roles call for different content and different ways of assessing performance.
Write a short channel brief before opening the account. Identify the audience, the situation in which they might encounter you, the message you can contribute and the next action that makes sense. Name the person responsible for keeping it useful.
Then ask what will stop if this begins. If the answer is “nothing”, check whether the team genuinely has the capacity. An abandoned channel with outdated information may not be the introduction you intended.
This does not mean waiting for perfect certainty. A contained trial can be sensible. Give it a purpose, a budget or time allowance, and a review point. Define what you need to learn rather than promising success before the first piece of content exists.
You can be open to new opportunities without treating every new platform as a compulsory assignment.
CoreCreative can help you choose where to focus. We work across channels, but the plan should begin with your customer and your business, not a list of places to post.
