Social marketing is an ever evolving business and therefore continuous review, implementation, trial and errors are needed. You won't know what works for you unless you try it out.
Competition is healthy, without it you will not be able to evolve, learn or grow. Competition also helps with creativity, there is enough room for everyone to look for new opportunities, grow different channels and diversify audiences.
Having one platform and one message for all will not bring you the right audience or increase your sales. Diversity is everything in addition to trial and error. Also remember who your audience was 5 years ago might not be the same audience today or tomorrow. Just as a business evolves, people and their interests as well as their economic and social elements evolve.
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