How to pick the best social media platform for your business

Written on 11 December, 2014 by Karen Lim-Sam
Categories: Social Media | Tags: marketing, social media

With so many social media sites clamouring for your attention, it’s hard to know where you should invest your time. We look at four of the most popular networks to help you decide which will best suit your audience and offer the kind of return on investment you’re hoping for.


With more than 1.28 billion active users every month, Facebook remains social media’s brightest star. It also happens to have the most evenly distributed demographics of any network. So if your products appeal to a wide range of people across a diverse range of age and social groups, Facebook could be your best option.

Do be aware, however, that a recent survey by Piper Jaffray found that teens were beginning to tire of the site and were seeking out alternatives. This suggests Facebook could be on the brink of losing some currency with its younger users, but it still remains the most well-rounded option for most businesses.


In recent months, the microblogging site has been going from strength to strength and trialling lots of new ways for businesses to advertise. What’s more, with an estimated 310 million monthly visitors, it boasts an ever-expanding audience.

As a business tool, Twitter tends to be best suited to organisations that have up-to-the-minute information. As such, the social platform is perfect for news sites, sports-related businesses, marketing companies – the kind of sectors that should be able to react to buzz quickly and that have strong links to real-time news and developments.


While Instagram has a much smaller number of monthly users in comparison to Facebook and Twitter, it does attract passionate users. According to a study from the Pew Research Center, it appeals most to the 18-29 age bracket. So if your business focuses on a younger audience, this might be your best pick.

Instagram is also ideal for image-friendly businesses that have lots of photographic material. Food, fashion and design are the type of sectors that can make the most of the platform with very little effort.


The social media site for professionals is an essential tool for workers, but it’s also becoming a useful platform for businesses. It’s mostly used by people in the 30-69 age group, according to Pew Research, and it’s great for businesses that have interesting information to share – such as breaking sector news or research.

A look at LinkedIn’s recent earnings report shows that Company Pages have grown from 24 to 57 per cent in 2014, suggesting a significant upswing in the number of businesses using it as a way to connect with individuals.

Take the time to select the social media platform that ties in best with your demographic and sector – you could save yourself a lot of wasted hours marketing to the wrong group.