Choosing the Right Social Site

Whether you’re a veteran social media marketer or a business owner looking to expand your business on social media, it is helpful to know which site suits your needs and goals. There are a ton of social media platforms available to marketers today, so let’s see how each network has to offer.


Starting with the most obvious, Facebook. This platform has more than 2 billion monthly users. As a result, you have access to just about anyone and everyone, plus the ability to convert them into customers. Facebook has focused its attention on building groups and communities, where photos, contests, polls, and videos perform best. B2C communication is ideal with its top-performing industries being fashion, retail, and real estate. Advertising on Facebook has been made relatively simple and offers pricing within any budget. 


Facebook’s sister site is Instagram and holds her own with more than 1 billion monthly users. The majority of its patrons are under the age of 25, making it the perfect network for brands targeting a young, hip demographic. This site caters to short videos and fabulous photos, so get creative! B2C communication is ideal here, with its top-performing industries being travel, health, and beauty. Instagram has many of the same features and ad targeting options as Facebook, ideal for brand consistency and cross-posting.


Feeds are continually updating on Twitter from its 330 million+ users. Being concise, relevant on trending topics, and informative will get you many followers here, but be mindful to keep the posts under 280 characters. While Twitter is famous for its comical B2B banter, B2C is most popular with its top-performing industries being news, retail, and travel. Advertising rates are the lowest of the three mentioned thus far, but a presence here is essential. Why? Because Twitter is a hub for extended threads or rants. Simply by checking your mentions and notifications, you can solve many customer service gripes.


Women ages 18-65 make up the majority of Pinterest’s 300 million monthly users. This social site allows its users to share and save photos to boards dedicated to just about anything. B2C communication is ideal here, with its top-performing industries being retail, health, and crafts. If your audience is into products or services such as home remodeling, landscaping, or event planning, this is the platform for you.


While the kids play on TikTok, the grown-ups connect on LinkedIn. This social site has a community of more than 303 million thriving professionals, making it more of a formal platform. Because of that, the users here tend to respond better to B2B content than others. The top-performing industries here are financial, employment, and marketing. LinkedIn is where the decision-makers and company influencers hang out. If you get your brand and message to them, you may be able to make a sale.

Understanding which social media platform to use will help you focus your attention on the optimal sites instead of wasting valuable time elsewhere. Don’t forget, social media is all about being social and building a community.

2 thoughts on “Choosing the Right Social Site

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  1. Very informative! I like this list because even though I am on all of these sites, I can prioritize what content goes where. Thank you for sharing!

  2. Really useful information — especially as I sometimes feel some elements of my social media stagnates. Thanks for sharing!

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