Which guideline is least applicable when using social media for branding?

The guideline about avoiding emerging social media sites is least applicable when using social media for branding because emerging platforms can provide unique opportunities for brands to connect with new audiences and stay ahead of the competition. Engaging with audiences and maintaining a consistent brand voice are essential practices in marketing, as they foster community and recognition, while avoiding established platforms limits visibility and engagement. Brands can benefit from exploring new sites that align with their target market, even if these platforms are not yet mainstream. This flexibility allows for innovation and the chance to capture attention in a crowded marketplace, making it strategically advantageous to consider emerging platforms rather than dismiss them outright.