“The Mob is Fickle.” Gladiator 2000.

This is one of my favorite lines from the movie and I use it often when talking about the ebbs and flows of social media popularity. It can be very frustrating for a business to spend time and money on a social media site only to see it lose steam or disappear. Although Klout.com wasn’t your typical social media site, it was used often to measure the influence of social media users. I don’t think many of you will feel the loss of this site, but I do think the lesson in not spreading your brand too thin is what we can all learn from them and others who have seen a similar fate.
Instead of bouncing to the next new shiny object, my suggestion is to double down on a few and do them superbly well. The businesses I see finding success with social aren’t active on Facebook, LinkedIn, Twitter, Snapchat, Instagram, Google+, etc. They are laser-focused on one, two or maybe three. They know where the lion share of their prospects are and plant their flags firmly on those sites.

So use the Klout.com story as a cautionary tale to not get distracted by sites that pop up and try to steal your focus and energy. Stay the course. Keep building your Facebook fanbase or LinkedIn followers and let the others keep searching for the next big social site. You can welcome them back when they return to the big three (Facebook, Instagram and LinkedIn).