There are thousands of social media networks to choose from, however Facebook, Twitter, Pinterest, LinkedIn and Instagram boast the greatest volume of users per month. Each one of these comes with unique features and advantages. The big question is: Which of these popular networks is right for your business?

Despite the vast options, narrowing down your choice to a select few allows you to streamline your marketing strategies and get the best return on your investment. From there, it’s all about determining which platform(s) will meet your marketing objectives, reach the right audience and give your brand exceptional exposure.

Here’s a look at how you can choose the best social media platforms for your line of business.

Define your Goals

While some brands use social media to drive brand recognition and develop friendly relationships with potential buyers, others use social media for customer support. Therefore, it’s important to have specific goals before you move forward. For one, your goals and objectives will help determine not only the social platform you choose, but also the content you create, the audience you target, and more. In a nutshell, an understanding of each platform and its purpose will reap the best benefits for your business.

Determine which channels your audience is using

Now that you have your goals defined, the entire point of social media marketing is to put you in contact with your best audience, so you’ll need to determine which platform your audience uses by looking at the demographics of the users on each platform. Above and beyond demographics and engagement, you’ll also want to look at how individuals use the platform.

Decide on the type of content to post

Having considered who your target audience is and what platforms they use, decide what type of content you’d like them to see. Is your business image oriented? Does it produce videos? It’s important to align your content with what products or services your business offers. For example, if you’re running a full-service digital marketing company like Channel Reach, you’ll be more likely to reach audience on Twitter, LinkedIn and Facebook.

Now let’s look at a few social media platforms and how they can impact your business:


Facebook reports over 1.3 billion users and is one of the most powerful social platforms in the world. It’s size alone is a positive for any business. Among other benefits, what makes it one of the best platforms for business is its targeted digital advertising platform. With Facebook ads, you can target those who are most likely willing and ready to purchase your products or services.


Twitter is the go-to place for the latest news and trends on a variety of topics. This makes it an excellent channel for sharing brand updates and being a part of the online conversation surrounding your industry. The #hashtags allow you to get creative with your campaign as you can produce an audience-specific hashtag that will attract your consumer and allow your tweets to take part in popular conversations.


Instagram is one of the fastest growing platforms, meaning if you’re a business that produces a lot of high-quality images, then this is the platform for you. Instagram allows you to visually show consumers your products or services, with the added option of searchable hashtags – like those on Twitter.

One of the best benefits of Instagram is that it allows you to tell your brand’s story with unique and engaging visual content.


YouTube is an excellent channel for reaching and engaging targeted consumers. It has become one of the biggest visually driven and powerful search engine platforms. Service industry businesses who offer “How To” content work well on this platform.

This platform helps with your search engine optimisation (SEO). The content that you post on your brand’s YouTube channel is searchable on both YouTube and Google. This means Google may just feature your YouTube video content on its search engine results page for keywords that you are trying to target. Remember! It’s important to make sure that your YouTube videos are optimised for search if you want to get the most out of this helpful feature.


Lastly, LinkedIn is the go-to social media platform for professionals. This being the case, it should come as no surprise that this channel is best used for B2B and brands that aim to reach professionals.

LinkedIn users are often open to networking opportunities and hearing about new ways to improve the way they work. It’s a great space that provides an excellent opportunity for B2B brands wanting to connect with business decision-makers across different industries.

Once you’ve identified the best platform(s) for your brand, you will want to find the most effective way to manage them. Choose the one that connects you with the right audience, aligns with the needs of your business and can regularly be managed best with the resources available.

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