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Social Media: Determining Which Platforms are Best for Your Business

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There are several different platforms and apps that businesses and consumers flock to daily for receiving and giving information. For many, these are household names: Instagram, Twitter, YouTube and more. From a business perspective, it can be difficult to decide which platforms are best to use, as well as how many to use. Core to this decision are which platform(s) is best for relaying my message and which will benefit my business and audience(s) the most? Let’s dig into how to make a savvy decision.

Comparing the Heavy-Hitting Platforms  

– Facebook is still dominating the industry as the most popular social media platform with 2.9 billion monthly active users. With a large age range in users, Facebook is a great way to target various age groups.

– YouTube is close behind with 2.5 billion monthly active users and a great resource for watching content ranging all over from sports to music to vloggers.

– Instagram is widely known as the app for influencers and the infamous “Instagram Stories” which only stay posted for 24 hours.

– TikTok is one of the newer and rapidly growing platforms with a predominantly younger audience of Gen Z and Millennials users. Many of the pop culture trends and viral content are created on this app.

– Twitter is another popular app in which users take advantage of the 280-word count to “Tweet” anything they like. This app has a reputation for users expressing political opinions.

– LinkedIn is a leading online platform for businesses, employers and the general professional space, Home to more than 750 million users, this a prime spot for posting business happenings, career milestone, professional insight and more.

Which Platforms are the Best Fit 

In order to determine which platform is best to use for your business, you have to establish your target audience. Determining what age group, gender, or even location you want to relay your message to will help you narrow down which platforms would work best. You also have to keep in mind that the structure of the post varies according to the different layouts.

How Many Platforms to Utilize

Although each platform can bring a unique set of features and tools to present information, it doesn’t always mean it will be a good fit for your business. Using every single platform and resource out there may cross the line from benefiting your business to potentially wasting your time. You want to get your message out there, but you also want to make sure it’s directed to the right audience. Spending a lot of time and resources on posting content on TikTok, which has a primarily younger audience, may not be such a good idea for a company targeting older populations.

What to Post

Determining what to post and how often to post is a vital part of the equation. Equally as important is how you engage with your followers. Businesses can feel tempted to jump on every new trend that occurs, however, it’s important to remember to stay consistent with your company’s message and goals. When new trends occur, it’s imperative to gauge whether or not they affect your audience. Determining relevancy and prioritizing information to post or engage with can help eliminate unnecessary content. After all, the overall purpose of posting to social media is connecting with consumers and increasing awareness of your company.

In need of additional guidance or need help mapping your company’s social media strategy? Contact the Firm Public Relations & Marketing today at 702.739.9933 or

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We have been working with The Firm for many years and they have certainly become part of our team. They provide more than just media relations and social media management – strategy is a key component of their work for us.

Cheryl Gowan, MA, APRVice President of MarketingThe LandWell Company, developer of Cadence