Which social media platform(s) should my business be on?


Social media is a part of everyday life these days. Whether it’s posting your latest vacation pictures on Facebook or catching up on the latest web series on YouTube, social networks have become integrated into our daily lives. What is less clear, though, is whether making investments into social media would yield positive results for your business.

While social media can most definitely give positive results for your business, many of the decisions, sadly, fall into unsatisfying ‘it-depends’ category. So today we are going to breakdown when to use the social media channels for your business.

Ultimately, it is down to what your goals are for social media

Sure, it is easy to say you want social media to increase profits. After all, that’s a key objective of any for-profit enterprise. When you break it down, though, how does this particular social media channel help you reach your goal? Does it generate more word of mouth when your audience shares your content, or perhaps it reduces the load on your customer support staff. Or it could even close sales if you’re selling on social media. The key here is to identify what you need you need from your social media efforts and strategize, using the best networks for the task. Let’s look at the strengths of some of the major platforms.

Facebook – For quickly building reach, customer support, and accessibility

At this point, many consumers assume that any business would be on Facebook. With over 1.5billion users, many of which use the service daily, it is a great place to set up camp digitally.

What it is good for:

  • Reaching new audiences through a robust advertising platform
  • Sales with a Facebook shop
  • Community building through content promotion and community interaction
  • Customer retention through handling support questions


Twitter – For social monitoring, customer support

Twitter might have fallen out of mass media favor lately, but remains useful for support and responding to customer feedback.

What it is good for:

  • Keeping your finger on the pulse about what people are saying about your industry, competitors and your brand
  • Responding quickly to support questions
  • Staying ahead of local trends

Instagram – To build your brand image among the trendier crowd

Facebook-owned Instagram is the place where many 18-34-year-olds are spending more of their time these days. And it is not just the audience. Instagram’s picture and video-centric service is a great place to show off visual content and having people engage with it

What it is good for:

  • Telling great visual stories to build your brand
  • Building a relationship with a younger, trendier audience

LinkedIn – To build a B2B presence, and for staffing

If you’re primarily a B2B brand, you may want to look into having a strong LinkedIn presence. The newly Microsoft acquired a social network is a place where professionals share provoking thought pieces, and form industry connections.

What it is good for:

  • Building a relationship with a B2B audience
  • Getting accurate information about potential leads, helping you to segment your audience more finely

YouTube – How-to guides, and to store other material

YouTube might not be often thought of as a social media channel, but has a large and passionate community. While video sharing is where users and brands get the most value out of YouTube, there might be a hidden opportunity here to reach out to an attentive audience.

What it is good for:

  • Sharing how-to guides of your products and video commercials
  • Capturing an attentive audience with great storytelling

SnapChat – Real-time communication with a younger audience

SnapChat is the new kid on the block that many of the cool teens are really into at the moment.It is seen as a place to share authentic views, so it takes a brand that is intimately familiar with the cultural shorthand and unafraid of being a bit rough around the edges.

What it is good for:

  • Sharing high frequency, irreverent and raw moments
  • Reaching and being cool to teens

There are many other social networks like Pinterest, Medium and Google+ For Business you can still explore, but hopefully, a selection from above list would suffice for most small businesses without overburdening or distracting them from the main functions of the business.