7 reasons to try out new tools—without wasting time

Experimentation with the newest social media tools should be the norm for most organizations, but you have to be smart about how you do it.

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• You have a content strategy, not a separate strategy for every platform, so adapting your stories and messages to new platforms is not a drain on resources. • It’s no big deal if the platform doesn’t take off. There’s no huge investment to lose, and maybe it paid off for a while. You can apply what you’ve learned to other platforms. • By testing the waters before a platform gets big, you have a bit more leeway than usual, because mistakes there won’t get the same kind of attention that a gaffe on Facebook or Twitter would. • If your target audience includes early adopters, an app’s first user cohorts fill the bill. • If the tool becomes a hit, you’ll already have content and fans waiting when the hordes arrive. Think about Red Bull on Instagram, for instance. • You’ll undoubtedly reach some people you’re not reaching on other channels. • Your experimentation will help your in other communication efforts as you adapt to the acceleration of online change.

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