Is it pointless to use social networks to promote your company when people keep.....?

[flingebunt]

Marketing is not about appealing to everyone. Sure there media channels that capture everyone, but mostly you are trying to work with your market. Just as you don't expect people to cross town to go to your shop, you go for the market you have.

Social media is no different. Take LinkedIn vs Facebook. LinkedIn is for more professional people and facebook is more about life. If you have a B2B product you would work with LinkedIn and if you have a family product you might use facebook.

Each product has different appeals and they can be linked. So Facebook and Twitter allow cross posting so you can use one and communicate with both systems and this is going to increase in the future.

You are right though, social media is constantly changing and can be a lot of effort with little reward.