When building your audience or brand you need to be where your customers are if you want to reach them, but limiting yourself to just one network imposes unnecessary limits on your growth.
I addressed this very topic on Cranky Gamers with Steven Hodson a couple of weeks ago. We were discussing how Twitch streamers can use social media to grow their streams when the following statement was thrown out in the chatroom:
Facebook is useless to Twitch streamers except for a central page to go for a schedule. Twitch is it’s own social network.
While the advice given is targeted at Twitch streamers, it holds true for anybody trying to build an audience or brand of any kind.