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Which Social Media Platform Is Right For Your Business?

Choosing a social media platform can be a struggle. If you have been using lots of social media platforms for a while and can’t decide which should get more of your time and energy or you’re thinking about creating an account and don’t know where to start your research, there are a few things to consider.

Despite what many people say, you don’t have to be seen engaging on all social media platforms. Like anything in marketing, quality wins out over quantity. Saying that, you still need to pay attention and listen across the board but that’s a topic for another day.

So how do you figure out the best platform for your business? Here are a few tips…

Find Your Customers

There is very little point in choosing a social media platform that doesn’t appeal to your customers, because they probably won’t be there! You might have a personal preference and that’s ok, but put it aside for a moment and think about who your customers are. What are their demographics? What do they care about? Once you know who your are trying to reach, do your research to find out where they spend their time. There is some useful data available at eMarketer and Global Web Index.

customer using smartphone

At this stage it’s also advisable to research specific social media platforms and their general uses because even if your audience is there, it doesn’t mean it’s a good fit for your business. Facebook is the most popular social network in the UK in terms of frequency and it has an extremely wide demographic, but people tend to use it during their free time for entertainment and catching up. If you’re an accountant targeting small to medium business owners, many of your clients are likely to be on Facebook. However, they are less likely to be thinking about work when they’re using it and therefore may not be interested in engaging with you during this time.

Research Your Competitors

Make a list of your competitors, if you haven’t got one already, then get online and find them on social media. One way to do this is to visit their websites and follow the links to their social media pages. Follower numbers can sometimes be deceiving, so make a note of it but focus more on engagement. What are they sharing? How much engagement do they get? How often are they posting? Who is interacting with them?

Online search


Once you’ve done this for all of your competitors it should give you a good idea of which platforms might work best for you, and also what sort of content and conversation style gets the most engagement. Be original though – consider what your competitors are doing and think about what you could do differently and better. You may decide not to follow the herd at all, but at least your decision is informed.

Be Realistic

How much time do you have to devote to social media on a daily basis? It takes a lot of time and effort to grow and maintain a social media account, so be realistic about the commitment before you go ahead. There are scheduling tools that you can use to plan your content ahead of time, but you can’t automate everything and you still need to be able to pick up notifications and messages on the go.

Time Management


Is there someone in your organisation to share the load with you? Could you organise training for your employees to help you manage enquiries? Is it something you should consider outsourcing? It’s better to ask yourself these questions sooner rather than later. If you make the decision to go it alone, consider blocking out specific time slots to devote to social media regularly so that you don’t drop the ball when things get busy.

What can you contribute?

From a practical point of view, you need to be able to generate the type of content that works in your chosen social media platform. If you’ve decided that Instagram would be ideal for your business and audience, you will need to make sure you have a constant stream of engaging images to post.

Taking A Photo

If you’re not willing to add value with your social media posts, then you won’t get results. Giving your customers what they want is the key to encouraging them to engage with you. It could be that the most interesting part of your business to your customers is what goes on behind the scenes. In this case, you need to figure out what you’re willing to share and have a system for generating and sharing this type of content. Perhaps your customers buy your knowledge and experience, in which case sharing useful titbits of advice might work well.

If you need some more advice or want to speak to a specialist about your social media activities, we can offer regular helpdesk support as well as management and training services. Get in touch if you would like to have a quick chat. 
Bethany Carter,  July 14, 2015

One Response to “Which Social Media Platform Is Right For Your Business?”

  1. Lemon Squeezy Marketing

    […] Recognising that every social network has its own rules of engagement could put you streets ahead of the competition. Tailor your messages and tactics instead of posting duplicate updates on every social media site you have an account with. If you are considering your options, read my post on choosing the right social network for your business. […]

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