Everyone typically knows that they should be using social media to some extent to promote their business or service. Even if it is just as a way to communicate to people who are interested in your brand social media is an important part of any digital plan. Here is how the story usually goes! You’re excited at first to start your Facebook page and you set it up all nice and pretty with a profile photo, cover photo and you get your first post done. You share your page around with your friends and you may even get to 100 likes! How exciting! Then the fun starts to wear off! Rather than being something enjoyable the task of updating your Facebook page becomes more of a chore then anything. Your posts don’t seem to be cutting through, your likes don’t seem to be going up and you finally decide that it’s a big waste of time.


You also forgot one thing! What about the other social media channels you could be using? That’s right, you opened a Twitter account & linked it your facebook page (by the way this is totally useless for a couple of reasons). If this sounds familiar then you are probably one of the many business owners that attempt to run a social media campaign and struggle to find something that works. Here are some tips on how you can perform better on social media and it all starts with finding the right channels and using them appropriately. Setting yourself up for success on social media starts with creating a plan and tailoring it to specific platforms. You ready? Let’s get started

What Channels Should You Be Using & Why?

It’s a question that people typically don’t ask when they first start using social media. You should have some goals to start with whether it be how many likes or followers you want to gain, sales you want to generate or leads you want to create. You have some goals and then you have a variety of social media channels to use. I’m going to exclude Google+ and while it is still of some value it’s not a channel you would go after on it’s own. The main channels you would go after are Facebook, Twitter, Linkedin, Instagram, Pinterest & YouTube.

What you will notice is that all these social media channels while similar on some levels all operate differently and as such different types of content, business and services work better on different platforms. Let’s use a quick example. Jo runs a premium online baby store. Visually her products are engaging and she is able to promote them easily with photos & images. The platforms that will work for Jo are Instagram, Pinterest & Facebook. Now we can go a step further and incorporate other channels if Jo incorporates a few things into here website. Let’s assume Jo runs an informative blog for mothers. This type of content is perfect for Twitter. The content is informative, useful and it still has the ability to generate sales by bringing visitors to the website. Jo, may also run product videos and reviews. This type of unique content is perfect for a YouTube channel. Jo may use Linkedin as a way to connect to suppliers, however it will likely not be one of her main channels to communicate with customers and generate sales. Everything you do on social media should tie back into your overall goals.

Let’s use another example to show the type of business you operate should dictate the channels you use. John is an accountant and has just launched his own business. He is confused about what social media channels he should be using. Let’s assume he operates in the business 2 business space as that is where all his clients come from. We can straight away say that this type of business won’t get any value out of using Instagram or Pinterest. YouTube is a possibility if they have videos that are useful & interesting, however it’s likely not a strategy you would invest a huge amount of time in. Remember to think back to your goals and align the channels to your goals. The two definite channels that will work for this type of business are Twitter and Linkedin. Facebook is always going to be useful, however if you were going to advertise or promote you would likely invest resources into Twitter or Linkedin as the potential return is going to be greater. Just because everyone thinks you should have a Facebook page it doesn’t mean that you have to have one. If you don’t feel your target audience will find any value from you on Facebook don’t use it.

From these two examples you can see that social media isn’t a one size fits all. You should not only tailor the channels you use to suit your business but also the content you send out through each channel. Here are the different types of social media and what content is suited to each


When posting to Facebook make sure you use visual support for each post whether it be an image or a video. Statistics show that people are more likely to engage with posts that have visuals attached to them rather than just a text post. The type of content you post to Facebook could include inspirational quotes, special offers or promotions, links back to your blog, videos and other peoples content that your audience will find interesting. Some examples of great Facebook pages include Redbull and Coca Cola


Twitter only allows you to write 140 characters so as a brand you should be quick and to the point. Twitter is a great tool for interacting with your customers and audience if you are a brand or service. You can respond to peoples queries instantly and solve problems on the spot. It is also a great channel to link to useful content – both your own and others. Visuals once again make a difference for cutting through the crowd.

Instagram & Pinterest

This is pretty self explanatory. Photos are key on these two platforms, however you need to make sure that they are engaging and aligned to your brand. Using hashtags on Instagram is a good strategy to promote your content to a wider audience. If you run an e-commerce store Instagram can be a useful tool, however don’t post boring photos of your products. Use photos of them in action and engage your audience.


Content is king on Linkedin. If you operate in a business to business space you should be using Linkedin both for your company and personally. You can even use the publishing system built into Linkedin to create content and become an influencer in your industry.

Before you start using social media take some time before you open your Facebook page to think about your business, products and services & what channels are going to be most effective for you to reach your goals.

Related Tags: Social Media Marketing Newcastle | Digital Marketing Newcastle