Are you overwhelmed about which social media platform to use for your business? Don't worry! We're here to help you select the best platform for your needs! Social media is a great way to meet your business goals, but you want to be sure you are doing it with the best practices in mind. Grab your smartphone and ring light, it's time to get set up, engage, and optimize your presence on social media.

Know Your Audience and Set Your Goals
Before you start investing time, effort, and money into your social media presence, you need to be sure you know your audience. This is the time to pool together all your data, research, testimonials, and any feedback you have on file to piece together a clear image of your target audience.
Once you have that in mind, you can begin to set your business goals. Take some time to consider and explicitly define what you are looking to get out of social media. Your business might have several goals, which is totally okay! Make a list of them to use as a reference and guidance on your social media journey. Here are a few common social media goals:
Build brand awareness
Drive sales
Generate leads
Provide customer service
Engage with a community
Each social media platform has strengths that align with different goals, and audience demographics that vary. Not sure which platform might be best for you? Let’s take a closer look at the top platforms and how they work for different businesses.

Top Social Media Platforms and How to Use Them
Best for: Community building, customer service, paid ads
Audience: 2.91 billion monthly active users; skewed towards 25-49-year-olds
Facebook is the largest social network globally, making it a great option for businesses looking to reach a broad audience. Its highly developed ad platform, Facebook Ads, allows businesses to target specific demographics, interests, and behaviors. With the right strategy, you can reach people who are highly likely to be interested in your products or services.
Pros:
Advanced advertising tools
Strong for customer engagement and community building (think Facebook Groups)
Great for sharing diverse types of content: text, video, events, and links
Cons:
Declining organic reach; paid ads are often necessary
Younger audiences are migrating to other platforms
What You Need to Get Started:
Create a business page
Set up a Facebook Ad account (if you plan to advertise)
Craft a mix of content that provides value and encourages interaction
Best for: Visual brands, influencer partnerships, eCommerce
Audience: 1.4 billion monthly active users, popular among 18-34-year-olds
Instagram is THE go-to platform for brands that want to showcase their visual content. Businesses with visually appealing products find a lot of success here, from fashion and beauty to travel and food. But don’t let that deter you, if you can create pretty content and provide value, you’ll find your people. With features like Stories, Reels, and Shopping, Instagram offers plenty of ways to engage followers and sell directly on the platform.
Pros:
Visual-centric, ideal for brand storytelling
Shopping features that allow users to buy without leaving the app
High engagement rates, especially on Reels
Cons:
Limited link-sharing options (only one clickable link in the bio)
Highly competitive, with visually appealing content needed to stand out
What You Need to Get Started:
Set up a business or creator account
Build a visually cohesive feed and focus on high-quality images/videos
Add relevant hashtags to reach a broader audience
Best for: B2B companies, professional networking, thought leadership
Audience: 875 million users; professionals and business-focused individuals
LinkedIn is a professional social network, and it’s particularly beneficial for B2B businesses, recruiters, and those looking to build thought leadership. This social media platform allows brands to connect directly with decision-makers, share industry insights, and showcase company culture.
Pros:
Highly targeted advertising options for B2B
Excellent for building authority through long-form content and industry insights
Strong networking potential
Cons:
Limited appeal for B2C brands
Paid ads can be costly compared to other platforms
What You Need to Get Started:
Create a LinkedIn business page and optimize it with relevant keywords
Post regularly with professional content, including articles, case studies, and thought leadership pieces
Encourage employees to share and engage with the content
TikTok
Best for: Engaging younger audiences, brand personality, viral marketing
Audience: 1 billion monthly active users; most popular with Gen Z and Millennials
TikTok is a short-form video platform that has taken the social media world by storm, thanks to its highly engaging format. It’s ideal for brands looking to showcase a fun, casual side or produce viral-worthy content. Many brands use TikTok to educate, entertain, or provide behind-the-scenes content, creating a unique personality for their brand. Not to mention, there is the opportunity to grow a huge following overnight on this social media platform.
Pros:
High organic reach potential
Great for trends and viral challenges
Lower barrier to entry with short, low-production videos
Cons:
Limited audience for older demographics
Less formal content style may not suit every brand
What You Need to Get Started:
Create a TikTok account and explore trending content in your niche
Develop a playful, casual content style and experiment with short videos
Use trending sounds and hashtags to increase visibility
Best for: Engaging younger audiences, brand personality, viral marketing
Audience: 1 billion monthly active users; most popular with Gen Z and Millennials
TikTok is a short-form video platform that has taken the social media world by storm, thanks to its highly engaging format. It’s ideal for brands looking to showcase a fun, casual side or produce viral-worthy content. Many brands use TikTok to educate, entertain, or provide behind-the-scenes content, creating a unique personality for their brand. Not to mention, there is the opportunity to grow a huge following overnight on this social media platform.
Pros:
High organic reach potential
Great for trends and viral challenges
Lower barrier to entry with short, low-production videos
Cons:
Limited audience for older demographics
Less formal content style may not suit every brand
What You Need to Get Started:
Create a TikTok account and explore trending content in your niche
Develop a playful, casual content style and experiment with short videos
Use trending sounds and hashtags to increase visibility

Getting the Most Out of Social Media
When you choose the right social media platforms based on your audience and goals, you can harness the power of social media to build brand loyalty, engage with your community, and grow your business. Take it one platform at a time, experiment, and remember: the best strategy is the one that matches your brand and resonates with your customers.
Looking to get started on social? Let Social Society guide you through the process! From profile setup to social media strategy and more, our team will work with you to ensure your paid social media marketing campaigns succeed. Book a one-to-one consultation with Josie today!
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