Branding tells you why you’re in the room. (As well as what room.) It also defines what value you bring to the people there.

Tactically, this means you don’t inhabit a channel unless you bring value there. (Not every brand needs a Facebook page. You want to be the content on other people’s pages.) And the channels you choose to participate in need to be treated with communal love – listen, participate, speak (in that order). So don’t bother opening a channel if you don’t intend to do it properly. 

For example, Apple wasn’t on Instagram for very long time. When they finally launched on the channel, they did it as part of the #ShotoniPhone campaign which showcased beautiful photography shot by customers on their iPhones. They didn’t use Instagram to sell phones. They used it to showcase images in a community.

Last point: beware the allure of Dynamic Content (content that can be used across multiple channels without customization). It might be a good Operational strategy, but not a good Social Media strategy.