Comparison of Social Media Platforms for Businesses

You know that social media is important for your business in this day and age. However, not all social media platforms are created equal, especially when it comes to promoting your brand or company. We have covered the questions you need to ask about your business before choosing a social media platform, but you still need to evaluate the platforms themselves. Here is a breakdown of the most popular social media platforms and how they can be used for businesses to help you choose the best one for you.



Facebook is still the world’s largest social networking site with over one billion users. People of every age, race and nationality are on Facebook, so it’s a great tool for reaching mass audiences. Facebook offers a lot of advertising options that have only gotten smarter over the years. Instead of paying to advertise to a huge group that might not be interesting your company, Facebook advertising can help you really target your audiences based on interests. You have a lot of options with how you advertise on Facebook—share photos, videos, blog posts and more. Facebook offers great insights about demographics. With messaging, commenting and reaction features, Facebook allows brands to communicate back to customers. You can try promoting your brand organically by creating a company page, but Facebook’s algorithm has made organic reach more difficult.


Best Uses: Reaching large audiences, sharing a variety of posts, two-way communication, gleaning social media insights


Cons: Organic reach becoming more difficult, lots of competition



Twitter restricts users to posts of 140 characters or less, which can make it a little tricky for businesses. However, a particularly clever social media marketer or copywriter can really thrive on Twitter. Twitter is great if you have a lot of updates to make, or if you want to quickly share breaking news. The platform has also become a place for brands to connect with customers and provide customer service. When users tweet questions or about negative experiences with a company, a representative will often respond quickly to answer or help resolve the problem. This rapid response can completely change a customer’s perception of a brand and can make or break a company’s reputation.


Best Uses: Frequent updates, live tweeting, question & answer sessions, customer service


Cons: Easy for tweets to get lost, limited space



Instagram is surpassing Facebook as the preferred social platform of teens and young adults. While they’re still using Facebook, they prefer the simple, streamlined, photo-centric sharing site. Instagram allows you to share your best photos and videos with your followers. There are built-in filters you can use to make your photos look even better. Unfortunately, posts that get the most attention are aesthetically pleasing and don’t look like they’re trying to sell something. If you have a good-looking product, a cool office or anything else that photographs well, Instagram could work well for you. Otherwise, you may want to choose another platform.


Best Uses: Sharing photos and videos, connecting with younger consumers, building brand awareness


Cons: Mostly for mobile users, one-way communication, artistic, difficult to build organic reach



No matter what other platforms you’re using, your company should have a LinkedIn profile. LinkedIn is a great tool for helping professionals connect with businesses. At the very least, a basic page with some information about your company and a contact will help people discover your business. You can also post job listings, build professional contacts, and follow what your competition is doing. Publishing industry-related blog posts will help establish you as a thought leader.


Best Uses: Professional networking, hiring, establishing thought leadership


Cons: Very business specific, not for promoting to the masses

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