Selecting The Best Social Media Platform For You

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Even though social media has only been around for a little over a decade, it has revolutionized the way businesses interact with customers, and in many cases, social media makes it easier for companies to reach wider audiences and build better brand awareness. However, with so many different social media platforms available, how can businesses decide which ones to use? 

In this article, we will discuss the importance of social media marketing for businesses while providing a basic guide to help business owners select the best social media platforms that are well-suited for their unique needs. We will also emphasize the need for a strategic approach to choosing social media platforms and encourage business leaders to consider the numerous factors involved, such as target audience, business objectives, and content type. 

By following this guide, businesses can ensure that they are leveraging the most effective social media platforms to achieve their marketing objectives. 

Assessing business goals and objectives

Business owners must understand the role social media plays in achieving overall marketing goals in order to develop effective strategies and objectives for their social media outreach initiatives. These objectives may include items like increasing brand awareness, generating more leads (or better quality leads), or improving customer engagement. 

By aligning your social media strategy with your broader business goals, you can ensure that your efforts will enable your organization to achieve measurable outcomes. In other words, you want to ensure that your business can develop a successful social media marketing strategy that can deliver measurable, tangible results. 

Identifying your target audience

Businesses that have a solid understanding of the demographics, interests, and online behavior of their customers can create effective targeted content and ads that resonate with their target audience and increase engagement. Market research and customer personas are a couple of examples of useful tools business owners can leverage to glean greater insights about their ideal target audience. 

Market research can provide insights into consumer behavior, buying habits, preferences, and more, whereas customer personas can help an organization by creating a profile or multiple profiles of what the “ideal customer” might look like. By focusing more on the needs and preferences of their target audience, businesses can curate their social media marketing efforts to meet or exceed customers’ expectations. 

Analyzing social media platform demographics and user behavior

So which social media platform is right for your company? Facebook boasts one of the largest and most diverse user bases, whereas Instagram is more popular among younger audiences and is generally centered around visually-driven content. Twitter is a good option for real-time updates and staying in touch with trending topics. LinkedIn can be a great platform for B2B organizations. Other social media platforms like Pinterest focus more on lifestyle, fashion, and home decor, and TikTok is widely popular among younger generations for short-form video content.

In order to select one or multiple platforms that align with your company’s objectives, business owners must compare the demographics and makeup of their target audiences with the primary demographics of social media platforms. 

Evaluating platform features and suitability for your content

Business owners must also be aware of the various features and functionalities of each social media platform. If your marketing plan will rely heavily on images and visual cues, it likely makes more sense to utilize a social media platform with an emphasis on providing users with primarily visual experiences, for example. 

If your marketing strategy relies heavily on producing content or republishing blog articles, visual-centric platforms like Instagram and Pinterest may not be ideal choices. Still, there are a number of unique ways businesses can utilize their social media accounts to engage with customers.

Competitor analysis and industry trends

What are your closest competitors doing when it comes to social media? How many accounts do they have, and on which platforms? How effective are their strategies? Answering these questions must be a vital part of any business’s social media marketing planning. By identifying industry-specific trends and preferences on various social media platforms, you can better understand how to present your business on social media.

Competitor insights and various industry trends can also help inform your strategies; business owners can learn from competitors’ mistakes and successes and cultivate ideas to improve upon the industry content that already exists on social media platforms.

Resource Allocation and platform prioritization 

Businesses should prioritize the platforms that are most likely to reach their target audience and help achieve their marketing objectives. By many estimates, it’s more effective to have a strong online presence on one or two social media platforms than to have a weak presence on every social media platform. This approach helps ensure that resources are allocated intelligently and that the social media strategy remains streamlined and focused. 

Sticking to only a few platforms also helps businesses ensure that their content is properly tailored to the right audiences. Still, businesses should also remain open-minded when new platforms or trends emerge, as social media is a continually evolving landscape.

Monitoring performance and adjusting your strategy

By tracking key performance indicators like reach, engagement rates, and conversions, businesses can readily assess the effectiveness of their social media strategies and make adjustments as necessary. If one platform isn’t delivering the expected or desired results, the business may wish to evaluate its strategy or adjust the messaging on that platform.

Regularly monitoring performance is an invaluable part of the social media marketing strategy process and helps businesses maintain focus and achieve social media marketing goals.


In conclusion, social media can be a valuable tool for businesses of all sizes to help reach their target audience and achieve their marketing objectives. By assessing goals, identifying the target audience, and selecting the appropriate social media platforms, businesses can optimize their social media marketing efforts and improve operations at every level of their organization.

About The Author

Masha Mahdavi

Masha Mahdavi

Masha Mahdavi has over ten years of experience in digital marketing. She has worked with clients across a variety of industries including legal, medical, retail, and local businesses. Her focus is on working with clients in highly competitive niches and generating ROI through data-driven strategies, search engine optimization, paid search advertising, and paid social media.