Why People Use Social Media Services
The expectation that people gravitate toward different types of social media to meet different needs seems reasonable. The challenge, of course, is to match what people seek with particular social sites. The advertising network Chitika surveyed its own clients, sorting downstream referrals from social networks to websites by vertical industry type, as shown here for Facebook and Twitter.
Ask yourself whether these patterns match your expectations and whether they match what you see on these sites.
A review of successful social media models may spark creative ideas for your own campaign.