How does a brand choose the most relevant platform?

Um, my name is Leki. I work for a parent agency called the Baton Hall. Um, with so much, you know, social media channels out there and apps and platforms, how does a brand choose which one is the most relevant, um, social media app to use to reach their customer? You know, I think a brand needs to be smart enough to know who their customer is. Oh, by the way, what I've come to learn is most of them don't because they pay Bane or Mackenzie or Cambridge Group or Boston Consulting a shitload of money for a small sample size of data and they decide, "Oh, we're targeting this female. " Meanwhile, you see the chatter and conversation, public free data showing you that your brand is not necessarily just to these people. Look at all these people. I'll never forget Saks Fifth Avenue. I had an early meeting with them back in '09 and they didn't even want it was that Crystal Stall thing. They didn't want the customers that were talking. I'm like, but they're customers. Like, it's an insane thing to decide which customers you want, right? I get owning the brand, but that becomes, you know, you can be put in a very tough spot if you don't realize it. You know, to me, it's getting the best data you have from your retail partners, if you're a brand, to figure out who's actually buying your product and then mapping it to where those people actually are. And that data is tough to come by, but I think some of it's anecdotal from a strategy standpoint. I don't think 50 to 70 year old men are on Snapchat. And if they are, they're probably doing some gangster ass right? But it so I I think it's I also think I want to say this. I also think there needs to be a purpose why you jump on something. We put brands on early platforms. We put General Electric on Vine the first day because the strategy is earned media. by GE getting earned media of being a first mover in that platform within the trade, they're attracting better talent. So, it depends on what your KPI is. You know, there's a lot of at the highest levels, at the CEO level, at the real that matters level, there's more things than just selling the product on the shelf, right? There's the stock price, there's recruiting talent, there's bisdev, there's effect. How about when a CPG brand jumps on Snapchat, gets a lot of press, and all of a sudden Tesco and Walmart want to do business with them because they think they're innovative. So, like, if I put you on Snapchat and it gets you a ton of press, and that helps you get a better relationship with your biggest customer, wasn't that a good reason to do it? Everybody's just too black and white. The world is gray. Yeah.