How To Identify The Right Platforms For Your Business

Haigram – Social media sites have become a hugely important part of our day-to-day lives in recent years, and possibly even more so in the coronavirus era in which social distancing is more important than ever.

Our social media accounts provide us with a way to stay in touch with our friends and family without putting us at risk of infection or exacerbating the spread of the disease.

It’s been obvious for a while now that social media sites are a vital part of our 21st century lifestyle, and social channels show no signs of waning in popularity any time soon.

That means that you can expect them to remain an important part of the puzzle if you plan to grow your business in the months and years to come.

That’s why today, we’re going to help you out by teaching you how to use social media for business, from setting up your first Instagram account to tapping into the power of LinkedIn and influencer marketing.

Here’s what you need to know.

How To Identify The Right Platforms For You

Different people use different social media channels for different reasons, and so an important part of learning how to use social media for business is identifying which platforms are right for you and the reasons why your target audience is present on them.

If you get this wrong, you risk wasting all of that hard work by effectively shouting into the void.

Marketing is all about reaching people in the right place with the right message at the right time, and if you get your choice of platform wrong you can end up reaching the wrong people in the wrong place at the wrong time.

Spend some time revisiting your buyer personas (if you have them) and figuring out which social media channels they’re likely to be active on.

Then work out why they’re there.

If you provide executive coaching, for example, then your audience might be using Facebook to keep up with their family, Twitter to keep up with breaking news and LinkedIn to network with clients and business leads.

By understanding why different people use different social media channels, you can better tailor the content that you’re posting to increase the odds of your brand receiving engagement and ultimately generating tangible results from its time spent on its social media presence.

Just a few of the main social channels to consider include:


Facebook is arguably the most obvious of all of the social media channels, purely because it’s the biggest with over 2.6 billion monthly active users.

Facebook is perfect for more engagement-based content and softer sells. Photos and videos work well, as does showing behind-the-scenes updates and the names and faces of the real people behind your brand.

Facebook Messenger

Facebook Messenger is of course a subsection of Facebook, but it deserves its own mention here because it has some interesting unique use cases.

Perhaps the most obvious is that it can be used to power automated, AI-based bots that can answer customers’ questions for them and potentially even build sales for you while you and your team are asleep.


As an image-based social networking site, Instagram is another great place to grow your business through engagement and brand awareness as opposed to outright sales.

To make the most of the network, tap into everything that it has to offer including live videos and Instagram stories.

You can also raise your profile by interacting with other users and even by tapping into the phenomenon of influencer marketing.

And if you really want to step up your photos, make sure to check out our favorite photo-editing apps for Instagram.


As the world’s foremost business social networking site, LinkedIn is the perfect place for you to get a little more salesy while still providing high quality content.

It’s ideally suited to lead generation techniques such as setting up webinars or offering free downloadable whitepapers and ebooks. Remember too that LinkedIn’s advertising tools allow you to target people based upon their job title, seniority and more


Pinterest users tend to be made up of a specific demographic, mostly women. It’s particularly popular amongst arts and crafts communities, wedding planners and fashion, so if your brand falls into any of those categories then marketing to Pinterest users could be a good idea.


Twitter is a little bit like a mix of Facebook and Instagram with LinkedIn thrown in for good measure.

It’s a great place to share and to comment on breaking news and it can also be useful for live-tweeting events or providing customer service.


YouTube is one of the most difficult social networks for brands to be successful on because it tends to be built around personalities and communities.

One of the best ways to raise brand awareness and to generate results from a YouTube marketing strategy is to work with influencers to sponsor videos.

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