5. Is our customer base/audience already here? (If your people aren't utilizing a platform, you don't need to either, no matter how new or shiny it is)

4. How does this connect to our larger digital presence? (Interconnectivity matters-- how do your social media profiles interact with your blog, with your sales platform, with your website, with your enewsletter, with any emailed customer interaction?)

3. What kinds of leads does this platform generate? (Some platforms are great for piquing visual interest in a product; some are better at generating conversation around a service; do you know what you need, and are you on the right platform to get it?)

2. Can we accurately represent our brand on this platform? (Does the vibe, values, and capabilities of the platform match the vibe, values, and needs of your brand?)

1. Are we getting the outcome we want? (If your click-through, generated leads, or other measurements remain low, it might be an issue of platform rather than content!)