Select the best medium for your brand.
When I started in advertising the only way to get your message out was through mass market media. This usually included print, radio or TV and maybe some direct mail. On top of this it was very expensive and limited to a few. Another issue was these options were broad reaching and challenging to gauge effectiveness.
When the net came around everyone had to be on the net. When social media came around, everyone had to be on social media. If you really look at it though, the delivery has changed but not the medium.
The big difference is fragmentation and segmentation. Which means you can now engage with a very select audience. Study, analyze and be selective of which channel is the best for you.