There are numerous social networks where you can invest your time. Do consider the following risks, however, before investing effort and energy in many social networks.
Your online community can be disconnected. Imagine a large city surrounded by several smaller cities and towns. These communities, although close in proximity, can be disconnected because of competing priorities. No unified communication channels may exist and thus there is no sense of online community.
Social networks may rise and fall. Investing heavily in a particular social network and building that up as your organization’s home online can lead to potential danger. Social media are still very young: they are evolving and maturing. Social networks are not guaranteed to always be present or available. Prior to Google’s purchase of YouTube in 2006, there were many copyright lawsuits against YouTube. These could have easily buried YouTube had Google not bought it for $1.65 billion.
By building up your social media networks with a hub approach, you can greatly reduce the risk. The diagram below shows one possible social media hub. You’ll notice that your blog or website is central to the hub. If a particular social network becomes obsolete or loses popularity (MySpace™ has been on a steady decline), you can swap out that tool and replace it with another social network. A hub approach will also help to unify your online communities and drive people back to your blog or website.