Platform Powerplay: How to Choose the Ultimate Social Media Channel for Your Business

May 21, 2023 | Written by: Caitlin Moore

In today’s digital age, harnessing the power of social media is crucial for businesses seeking to thrive. With a buffet of social media platforms available, determining which platform is best for your business can be a daunting task, and it’s important to make an informed decision about where to invest your time and resources. There are many factors to consider when choosing the right social media platform to maximize your online presence.

Before deciding upon your social media platform, it’s vital to identify your business objectives and align them with the platform that best suits your goals. Are you looking to build brand awareness, generate leads, foster customer engagement, or establish yourself as an industry expert? Each social media platform has its strengths and caters to different objectives. For example, Instagram and Facebook are fantastic choices for engaging a broad audience with their focus on visual storytelling. However, if your business focuses on professional services and networking, LinkedIn would be the platform of choice.

I used to tell my students that “you wouldn’t talk to your mom the same way you talk to your friends” and this rings true in the digital world as well. Research and identify the demographics, preferences, and online behavior of your ideal customer. Are they predominately younger or older? Do they engage more with visual content, written posts, or videos? By aligning your target audience with the user demographics of the different social media platforms, you can narrow down your choices. For instance, if your audience consists of young professionals or tech-savvy individuals, platforms like Twitter or LinkedIn might be effective, while a Facebook page may not receive much traction.

Each social media platform offers unique features and functions that can impact your business’s visibility and engagement. Consider the type of content you plan to share and how well it aligns with the platform’s format. For example, if your business relies heavily on a product, you may find that a visual platform works best, such as Pinterest or Instagram. If your content is more focused on news updates or industry insights, platforms like Twitter or LinkedIn will be more beneficial. Additionally, each platform features its own advertising capabilities, analytic tools, and community engagement features that differ based on content.

Once you’ve chosen the right social media platform(s), it’s time to create your profile and develop a content strategy that aligns with your objectives and resonates with your target audience. Consistency, quality, and engagement are the 3 key factors to building a strong online presence. Regularly monitor your performance using the platform’s analytic tools to gain insight on what is resonating with your audience and what can be improved. Adjust the strategy as needed, but understand just like business success takes time, so does establishing an online presence. Give your strategy 4-6 months to determine if the strategy needs any changes.

Social media is paramount to finding and keeping customers in the 21st century. If this is a new concept to you, take a breath, and remember that everything you are now an expert in was once a foreign concept to you. By using your knowledge of your own business, evaluating the platforms based on your needs, and monitoring long-term performance, you can drive business growth while fostering meaningful connections with customers. The online world is ever changing, so stay adaptable and open to exploring new opportunities.


Caitlin Moore

Communications & Events Coordinator