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Too many brands and businesses still try a scattershot approach at social media. They try to be everywhere and spread their efforts too thin.

They also apply a one-size-fits-all approach. Whether it’s in-house or external social media marketing teams, they craft campaigns around a single communication style and a rigid set of formats — and expect them to drive the same results across platforms. 

Particularly for smaller or niche players — or really, anyone on a constrained budget — it makes more sense to double-down on a single platform, learn its idiosyncrasies, and become an expert at cultivating its audience base.

In a new report from BI Intelligence, Business Insider’s paid research service, we dig into the reasons why platform-centric approaches make more sense, and explore how to make them work. Here are the benefits: 

1. Social media budgets become more manageable. Your organization will no longer leak dollars with a half-hearted attempt to be, and post everywhere. 
2. Brands and businesses will gain a more authentic voice. It’s difficult to develop a genuine, humanized voice on every platform. Attention to a single network will help brands cultivate a more persuasive personality. 
3. Become more efficient. Many companies on social media see a great deal of success on one platform, but still grind away at others. Why not focus resources on where your engagement is deepest? 
4. Improve your chances at earned media and viral success. These grow out of a deep understanding of a social network’s idiosyncrasies, not by throwing everything at the wall to see what sticks. 
5. Develop a knack for avoiding social media gaffes and bloopers. Many of the social media foot-in-mouth moments of recent years grow out of a lack of comprehension for what makes each network tick. 
6. Users have developed sophisticated network-specific cultures. They can spot a poser from a mile a way. 
7. Creative freedom: This may sound counter-intuitive, since choosing to focus energies on a single platform would seem to close off options. But focus actually opens up opportunities. Ideas come more easily once a single primary platform is chosen. 
8. Avoid top-down strategies that try to fit round pegs into square holes. Ideas for posts and campaigns will be driven by a more bottom-up thought process. And not by the nebulous question, “What’s our social media strategy?”
9. Drive better recruiting and contracting decisions. If a single platform is prioritized, the search for social media talent becomes clearer. Different kinds of expertise are required for each network.
10. Finally, a deliberate platform-centric approach allows for more straightforward testing and tracking of results. If one platform focus doesn’t work, another emphasis can be tried. But data will be cleaner and priorities will be easier to rearrange. 

Access The Full Report By Signing Up For A Free Trial Today >>>

BI Intelligence subscribers also receive full access to over 100 in-depth reports on social and mobile, as well as hundreds of datasets and charts you can put to use. 

Of course, this doesn’t mean brands and businesses can’t establish a presence across platforms, or if they have the budget — tailor custom strategies to each of the main platforms.

We also propose six broad strategies for going “platform-native,” and give examples to illustrate them. 

Marketers can secure footholds on alternative social channels — and drive audiences to their primary channel. (Google+ is particularly effective in a secondary role, since profiles and posts appear alongside search results.)

These are the six networks we cover, and the report suggests a platform-specific strategy for each: 

• Instagram
• YouTube 
• Twitter
• Facebook
• Pinterest
• LinkedIn

These are just some of the possibilities. Once a brand or business commits to a single social media channel, possibilities begin to open up.

For full access to the report on Platform-Specific Social Media Content Strategy sign up for a free trial subscription today.

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Over the years, nerds worldwide have devoted a great deal of time and brainpower to fleshing out the invented languages of fantasy worlds. But apparently they’re not the only ones who care!

According to a completely bonkers report from the British Radio Times, Netflix has decided that it’s not good enough to stream a version of Star Trek III: The Search for Spock with English dubbing and/or super-simple subtitles over Klingon and Vulcan conversations.  No, fully capturing the complexities of these wholly fictional languages requires better translations, and Netflix is going to do it themselves:  Read more

A forum administrator going by the name “MentaL” on gaming site RageZone claims to have gained access to BitTorrent’s internal network.

In the forum post describing his exploit, the user says he “was able push public builds on all data such as uTorrent and more. I had master keys to everything, including DNS level material…Once I sat down [and] reviewed what was on my screen I concluded it was in the best interest to notify the company immediately.“

uTorrent is a BitTorrent client owned and operated by the company itself. This was obviously a sensitive vulnerability, so MentaL notified the company and was offered a $ 500 check as a reward. He accepted, but when it didn’t show up in a timely manner, he got peeved:

“A [different] hacker recently found a bug in which he was able to reset passwords and got £20,000 reward, me? I got the entire source of ALL products/webpages/DNS/financial documents and more and in the end they offered me $ 500. I felt insulted…They make millions a year in ad revenue alone and I never released, tweaked, sent fake builds or nothing out to any user and I feel insulted.“

MentaL goes on to post screenshots of the data he was able to access as proof. This strikes us as pretty self-righteous.

BitTorrent did not immediately respond to a request for comment.

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YouTubers need tools to better understand and grow their audiences, and Tubular Labs has built out a SaaS-based platform for just that. Once only available in private beta, Tubular’s dashboard is now becoming available to more users as it enters the public beta phase of its rollout.

The company built its analytics dashboard to give advanced insight into where YouTube audiences are coming from, and to help creators to engage directly with their biggest fans. The platform is designed to look at a number of signals that will give creators better tools for optimizing their channels and growing their number of viewers and subscribers.

Tubular helps creators to understand when their viewers are most active or most likely to tune in, allowing them to target video releases around those times. It also helps them to track their growth against other competitors and find new collaborators or brand partners to work with.

But the most important tool in the dashboard may revolve around the ability to identify influencers in your audience and to engage with them. By tracking these social engagements, brands, digital studios, and creators can know what influential people are saying about them, and to start a dialog with them as a way to build and grow their fan bases.

Up until now, that SaaS-based platform was only available to a select number of YouTube creators and networks, as Tubular sought to work out any kinks in the product. Already it’s being used by more than 100 channels and networks, including AwesomenessTV, Big Frame, INDMUSIC, Machinima, and StyleHaul. But today it’s opening the tool up to others to try out in public beta.

The company is hoping that will help grow audiences at more YouTube channels. The company reports that regular users were able to grow their subscriber bases by 30 percent in the second quarter, which is 16 percent faster than non-users. Video views also increased by 12 percent above the norm, according to Tubular.

Tubular Labs was founded last summer and has raised $ 3.1 million in funding since then from investors that include FirstMark Capital, High Line Venture Partners, SVAngel, Lerer Ventures, and Bedrocket Media Ventures, as well as angels such as Allen and Philip DeBevoise, Matt Coffin, Ben Ling, Ben Smith, Corbin Day, Dean Gilbert, Hilary Schneider, James Walker, John Hadl, Paul Bricault, and Tony Nethercutt.