5 Considerations When Choosing the Right Social Media Platforms for Your Business

Young woman using smart phone, Social media concept.

Social media is arguably one of the most effective marketing tools available for small businesses to create brand awareness and grow their company. With that said, it’s important to note that not all social media platforms are the same, and in some cases, one may be of more value to your business than another. Each platform has its unique advantages and quirks, varying in the way in which users can interact with its content.

So how do you decide which platforms to join and which to skip? Or, is it best to sign up for every social media outlet? The answer is, it depends. As a starting point, you need to determine which platforms offer the highest ROI for your brand or business so you’re not wasting valuable time on social media platforms that serve no real purpose.

Before joining social media platforms, consider these 6 questions:

What is the Nature Of Your Business?

If your company is a B2B (business-to-business), you may want to join different social platforms that say a B2C (business to consumer). Generally speaking, Facebook and Instagram are widely favoured and used for B2C to help broaden reach, increase brand awareness and visually engage with customers.

On the other hand, for B2B, LinkedIn is more appropriate as it’s great for targeting current and potential customers, establishing a much more personal interaction.

What are Your Company/Social Goals?

Figure out your objects and goals behind using social media in the first place. Do you want to drive more website traffic? Increase leads? Take time to really determine what you’re using social media for, and then determine which platforms can help you achieve those goals. This approach will save you time and headache rather than assuming you need to push content to every platform out there.

For instance, joining Twitter to improve customer service is a smart move as Twitter is primarily known as a platform that focuses on customer feedback. If your company is in the real estate industry or the hospitality industry, you may want to turn to Instagram; so you can provide compelling visuals to highlight your properties and amenities. However, if your biggest goal is to create brand awareness, it makes more sense to be active on Facebook due to the exceedingly high number of active monthly users.

Youtube is another great consideration for both B2B and B2C and will help to improve your SEO rankings.

Who is Your Target Audience?

Figure out who your target audience is and where you can find them. Do you know them on a demographic level? For example, are they male, female? What age group do they fall under? It’s important to do this research ahead of time so you can narrow down which platforms will speak to them and which platforms they are actually active on.

What is Your Audience Using? 

Now that you know WHO your target audience is, it’s time to find out where they are spending their time, as mentioned above. Remember that you want to go after your ideal customer, so if you’re an e-commerce business, you probably want to venture to Instagram to find your target audience. If you’re a spa owner, your audience is likely spending a lot of time on Facebook and Instagram.

Once you’ve located where your costumes are spending their time, be sure you are posting consistently, so you’re visible to them! You want to be visible, so once you’ve identified where your customer resides, it’s time to give it your all with your social platform.

What Platforms are Your Competitors Using?

Get to know who your competitors are and what platforms they are on. Check each of their social media pages to see the types of content they are showing, how often they post, and if they are receiving engagement with their content. 

In doing so, you’ll be able to analyze what platforms are driving results for your competitors, indicating what your company can likely expect as well.

Take Advantage of Social Media Management Services

When social media is used effectively, it gives your business the chance to show off your personality and fun side while also growing your customer base. Using platforms like Facebook, Twitter and Instagram to your advantage can work to build quality and long-lasting relationships with your customers.


At NetGain SEO, our team will create and manage your social media platforms, providing your business with a collection of engaging social media posts that consist of both promotional and educational content. We will work directly with you, discussing an effective social media strategy and execution process for each of your platforms. Reach out to our team to get your social media plan started!