With so many social media platforms out there, it’s easy to feel overwhelmed. However, sometimes it’s best to focus on a select few channels, rather than trying to maintain a presence across them all. Different platforms have different strengths, and determining which is best for you depends on the nature of your business.


Who’s it for: Everyone – from one-man bands through to multinational firms.
What to share: Short-form content, real-time updates and direct responses to your customers and other users.
How often to post: At least four times per day.
Positives: Relevant, a way to make your voice heard.
Negatives: Needs to be regularly updated, multiple times per day.
Twitter is fast becoming the number one news source online. Its snappy content and fast-paced nature makes it a great way to join conversations, and its direct nature makes it a great way to handle customer service. However, maintaining a strong Twitter presence needs work, so don’t take on the task lightly. As Tweets roll through users’ newsfeeds in chronological order, it’s easy to see your content go unnoticed, and therefore it’s advisable to repeat any important updates to increase your potential reach.


Who’s it for: Everyone (even your mum!).
What to share:A huge variety of content, events, advertisements. The more visual the better – avoid text-only posts here.
How often to post: Once or twice a day – you don’t want to put people off by oversharing.
Positives: Powerful advertising, most-used social network, visual.
Negatives:Not as strong as LinkedIn for B2B.
Facebook is all about personality. Yes, the platform’s incredibly powerful advertising makes it ideal to promote your business, but your page shouldn’t look like one giant advertisement. You should be looking to inspire and engage, starting conversations by asking questions. The average person checks Facebook multiple times per day, so putting your brand in these people’s eyeline can be an invaluable form of marketing. In our humble opinion, Facebook is an absolute must.


Who’s it for: B2B businesses, recruiters and job-hunters.
What to share: Jobs, educational content, blog posts.
How often to post: Two to four times each week.
Positives: Possibly the best way to target business owners.
Negatives: Not ideal for B2C.
LinkedIn is aimed primarily at job seekers and recruiters, allowing people to make connections in order to further their career. It’s this demographic that makes the platform ideal for B2B companies – think insurance brokers offering business insurance, security firms and digital agencies. Keep everything super-professional when using LinkedIn. This is a must in general, of course, but your spelling and grammar needs to be especially spot-on in this case. Proofreading is key! Posting blogs on LinkedIn works well, as this type of content shows you are knowledgeable with your finger on the pulse.


Who’s it for: Restaurants, lifestyle, travel and luxury brands. If your business look good, show it off.
What to share: Stunning imagery plus short videos (less than 15 seconds).
How often to post: Once a day.
Positives: Visual layout lets you show off attractive products and services.
Negatives: Links in comments aren’t clickable.
If you’re business lends itself perfectly to visual content, Instagram’s right up your street. Own a coffee shop, travel agent or a fashion brand? Sign up right this instant. If you don’t have a photogenic product, however, or the ability to take regular photos, it’s best to leave this one out. Instagram began solely as a mobile app, so it’s unsurprising to hear that 90% of users access the platform via mobile. If your audience relies heavily on desktop, again this might not be the right choice. However, Facebook now allows you to display certain adverts on Instagram, whether you have an account or not. Bonus!