Every social media platform is different: different rules, different user experience, different audience. Success requires familiarity with each platform, and we are certainly familiar with social media (#MillennialLyfe).
Each platform tracks and defines its users differently, which means there are new targeting opportunities on every social media site. For example, LinkedIn provides user targeting options based on professional and career characteristics that are simply unavailable on any other PPC platform. Even Google doesn’t have a good way to define audiences by job title or job role.