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  • Writer's pictureCaroline Pino


Updated: May 23, 2023


When faced with a task of choosing which social media platforms companies should exist on, businesses can often take the “more is more” approach, while in reality they have just as good of chances for impactful engagement with fewer profiles. Read below to see how choosing the right social platforms can help cultivate an engaged group of consumers for your business!


There really is no “one size fits all” approach to social engagement, and that is why understanding who your target audience is and what interests them is key when determining which platforms to create and publish your content on. But first, your business must determine how much manpower you will need to hire and pay for the management of those platforms.

A little less than 50% of small business owners average 6 hours per week working on social media marketing for their companies. This seems like great news for many small business owners who are hesitant to hire for social media marketing and management. However, when it comes to content creation, the unskilled individual can double their time managing this important task. Hiring a skilled professional to come alongside and support the creation and publishing of social media marketing content can help you focus your time on the parts of your business that you know best!

Another truth about undertaking a social media marketing strategy is that not all content fits every social platform. Therefore the organization and production pipeline of social content being produced for and published on multiple platforms can be very challenging. However, the omni-channel approach can ensure that the right content is reaching the right customer segments and speaking in the language that they will understand. For this very reason, few social media marketers work without a social media scheduler. Keeping an eye on all channels at once, ensures a smooth crossover for the committed customer who follows your brand in multiple ways.


When it comes to choosing the right platform for your business, the first step is to look at the target customer. Things to examine include:

  • Where do they exist on a daily basis within the social world?

  • What type of content do they like to interact with?

  • Do they typically follow ad leads from social media to a mobile site for purchase or buy directly from the site itself?

  • Who are they already following and who will you be competing with for their digital attention?

To help determine this, start by finding out what demographic segments are using each platform.

Social Media use in 2021 from Pew Research Center


Now that you have broken down where to find your target audience and have created your profiles on the prospective platforms, the overall consensus from your brand should be to consistently post where their customers exist, so that they can be the starters of conversation. It is no longer appropriate to randomly share stale messages every few weeks with one’s audience. According to Catherine Novak, writing for Social Media Today, “content without conversation is just broadcasting, or just advertising.” Instead, engaging content delivered one or more times a day, engages your audiences and adds energy to the conversation.

This is why brands must utilize the tools afforded to them on each major social media platform to start conversations through their organic content. For example, brands can engage their audience on Instagram using story stickers or live videos; Facebook groups can work to create a safe space for topics to be discussed online between community members; LinkedIn allows users to be a part of the brand’s consumer research by voting on polls; TikTok sounds and trends tie users together creating worldwide conversation starters, and Youtube’s long-standing comments section has always been a place where users can leave their own and respond to other’s opinionated statements.

Want to be sure that your social media content is right for the platform you’re on? Ezer can help you with a free audit of your social media.

From 6 Key Factors For Social Media Marketing

Being a starter of conversations helps you engage the audience you have, while also the viral nature of media means it can also help you attract a new audience as well. One day your social media content may go viral, receiving tons of engagement. The key is tapping into YOUR consumer’s mindset and consistently meeting them where they are. So, choose the right platforms for your customers (current and potential), making sure you have some help with the organization and management of your profiles to start some great and productive conversations!

Need help to get your brand’s social media content on the right platforms with the right content? We can help!

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