When a business declares they active on social media, and yet they are only on Facebook than that brand really isn’t active on social media. That brand would only be active on Facebook. And while Facebook is the biggest social media network with over 1 Billion subscribers, there is more to social media than just Facebook.
Social media can offer brands many advantages. However, some of these advantages aren’t attainable if Facebook is the only social network you are active on. One of the reasons social media is so popular is because it’s inclusionary. When you limit the network you are active on you are being exclusionary. You are also being limited with the types of content you can share and above all else you are giving up control. Facebook can be a lot of things but one thing it is not is willing to give brands total control.