When selecting different tools and channels for social media there are many factors to consider. These factors include, what are your products or services? Which could further help you identify your audience? This is necessary to decide a social media platform for example a younger audience would mostly use Instagram. Other things to be considered would be what geographic area do you sell to? (Worldwide, UK only, Overseas, etc.) This is because some social media platforms are bigger in certain areas.
If these factors are considered when selecting a channel for social media then it can increase chances of success. You will be able to identify any pros and cons which could not make it run smoothly. Each company would need a different channel of social media depending on their audience and product to be sold.