Stephen thanks for the clarification and I totally agree with your points! The reason I mention to spend some time on all of the platforms is becaue in the beginning they can guess where their target audience is but the best way to find out is to create a presence and track the results of the outreach. In the article I mention that this is simply a way to get started, to increase revenue, and then get infinitely more sophisticated in the campaign.
This is one way to do it and how I usually work with clients when we start. At the end of a a couple of months we have strong social profiles that help not just in social but with reputation marketing and SEO.
Another approach could be to hyper-focus on 1 platfrom at a time and get very proficient and strong with each.
There's no right or wrong way to do this but generally our clients want to try out everything to begin with so that's why we have this structure.
Thanks for your feedback and I'll definitely check out your article!