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I absolutely agree with you that you have to figure out the benefits of the different platforms. Especially since it is wise to choose the best ones as social media takes a lot of time.
However, I do not agree, that you should put too much effort in a platform just for SEO reasons. I find this particularly annoying on Google+. I admit, that I am no expert there, but to me it seems as if everybody has the feeling: I have to be active and post links on google+, as google is using these for search results. In the end it gives me the feeling of a dead network with a lot of links posted - not what I expect of a healthy community.
sounds great, the topic event is open for contribution until July 9th. I will get in touch on Twitter (@dreckbaerfrau)
Thank you for the great example for content marketing - especially as coffee is not the typical product for social media!
I would like to invite you to our special topic event on Content Marketing on exploreB2B: https://exploreb2b.com/topics/content-marketing
Would you be interested in contributing?