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Digital Marketing 101: Which Social Media Platforms Should Your Business Use?

Are you a small business looking to increase your customer base and visibility, but unsure of where to start? Executing an effective social media strategy can be key to elevating your business’s digital presence. This is Digital Marketing 101!

With so many platforms available, it may seem daunting to determine which social media networks your business should invest the most energy into.

In this post, we’ll go over the various advantages and disadvantages of popular social media channels. This can help you decide which ones are best suited for your company’s needs.

Let’s get started!


Facebook could very well be digital marketing 101 for any business, large to small.

With a billion users and nearly limitless digital marketing campaigns available, it can be an incredibly powerful tool to create and grow digital presence.

From creating content that engages fans or audience members to running targeted ads with specific demographics in mind, Facebook offers an array of features perfect for every budget size and digital marketing focus.

Plus, its performance metrics easily allow you to track your digital marketing goals in order to ensure you’re getting the most out of your campaign efforts.

However, depending on if your business is highly specialized, there may be more active communities on other platforms, like Twitter or TikTok. Also, if your audience is specifically younger people, Facebook may not be the best bet.

A Pew Study shows that US teens are quickly abandoning Facebook in favor of other apps.

Also, organic growth on Facebook is incredibly difficult, so if you have a small marketing budget, this may not be the best place to start from scratch.


LinkedIn has become a powerful digital marketing and networking powerhouse for B2B businesses. If you are a B2B enterprise, LinkedIn is a must.

Being part of the biggest digital professional network in the world can open up an entire realm of new opportunities. LinkedIn boasts:

  • Intelligent search capability
  • Established digital marketing strategies
  • An ever-expanding network

As such, LinkedIn can provide countless digital marketing advantages beyond what traditional digital marketing approaches can offer.

If you’re just getting started in the digital marketing arena, LinkedIn is the ideal place to begin your journey by studying digital marketing 101 tips from some of the foremost experts in this field.

Serving as both a learning center and a networking platform, LinkedIn makes it easy to connect with other professionals in your industry or study digital trends in order to stay competitive.

Twitter is Key to Digital Marketing

Twitter is one of the sites where you can possibly get the greatest ROI for the least amount of invested resources.

For example, YouTube requires extensive video equipment and time spent filming and editing. This requires a significant investment of time and resources. It is especially true if you want to keep up with trends, make very long videos, and have short content filmed for the platform.

Also, YouTube is notorious for changing its rules on a whim, and for its unforgiving algorithm. If you don’t produce content regularly, you can get kicked out of the algorithm and no one will see what you post.

If no one sees a Tweet you made in two minutes, it’s a minimal loss. However, If no one sees a 35-minute video you spent days creating, that can be incredibly frustrating.

On Twitter, all you have to do is download the app on your phone and type something that is probably shorter than most of the text messages you send.

With its straightforward interface, active user base, and focus on conversation and engagement, Twitter is the perfect place to showcase what you have to offer and get involved in digital dialogue.

On Twitter, there are numerous active professional communities. This includes creatives, those in tech, entrepreneurs, business people at all levels, and many others.

You can participate in these communities with a few taps. If you want to learn more about leveraging Twitter for your business, take a look at our blog post on the subject!

Should Your Business Be On Instagram?

Instagram has changed so much that many people who are not regular social media users are somewhat confused by it. After all, you can do so much with it that it can seem like several social media platforms slammed together.

You can use it to post images, post short videos, post stories, post live content, and even use its explore page to find new things. It can be beneficial to be active on a platform that you can do so much with, if you know how to use it.

If you have a visual, creative, wellness, or beauty-related business, having an Instagram account can be incredibly beneficial. Over the last few years, we have also seen the popularity rise of many “Instagram therapists.”

If you run a business that translates well into the kind of imagery that thrives on Instagram, it is a no-brainer to start one. Also, at present, Instagram is rewarding those who post Reels content with greater reach. Now is an excellent time to take advantage of this.

Through clever use of Instagram’s key features – stories, captions, hashtags – business owners can build relationships with their followers and keep them engaged in the digital space.

Think about what would truly benefit your brand and what kind of time and talent investment you can make. Also, what kind of approach to digital marketing do you wish to take?

Do budget constraints mean that you can only focus on organic growth? Do you plan on doing many paid campaigns? Is working with influencers in the cards?

Instagram is sort of the middle ground when it comes to finding influencers to partner with. While many younger people have abandoned Facebook, and most older people are not on TikTok, almost everyone working in this space is on Instagram in some capacity.

A Look At TikTok

TikTok has quickly become a star in digital marketing 101. With its immense reach and user base, it’s no wonder why businesses are increasingly turning to the social platform to try and chase virality.

At its core, TikTok is all about authenticity, which means you have an opportunity to craft creative content that resonates with your target audience.

Whether it’s for laughs or a cause worth fighting for, TikTok gives you a powerful platform to spread your message far and wide in an infinitely shareable digital setting.

While most social media sites make it difficult to acheive organic growth, because they want users to pay, TikTik is one of the only sites that invites virality without making users pay heavily for it.

By utilizing trending sounds, you can come as close as possible to guaranteeing that people see what you post.

However, TikTok is not appropriate for all types of businesses. Think about it, where is your audience? Where are communities that would be beneficial for you to join?

It is more important to consider that than to consider a specific platform.

Digital Marketing 101: How to Get the Most Out of Your Content

While we have not truly explored every social platform, for example, you could also consider using Snapchat, WhatsApp, Pinterest, and YouTube, hopefully, this has helped guide your approach to social media decision-making.

Also, a key question many have when it comes to Digital Marketing 101, is this:

How many platforms should my business use?

This depends on you. If you have little social media experience and no budget, it may be best to start on just one.

After all, it’s better to be truly active and engaged on one platform, than running half a dozen shell accounts you have no time to use. In order to choose, ask yourself these questions.

  • Where does my audience hang out?
  • What kind of content (writing, images, highly produced short videos, casual lives, behind-the-scenes content, etc) best suits my business?
  • What resources do I have to invest in this? Will I do everything myself? Can I hire a team?
  • Will I be doing only organic advertising, or do I have the budget for paid advertising?

Repurpose Your Content

When choosing your platforms of choice, keep in mind that you should be repurposing content. For example, a TikTok can be posted on Instagram as Reel and as a Story. It can be shared on Facebook in your feed and as a Story.

This same TikTok can also be posted as a YouTube short. And, if you have enough of this type of content, many of them can be posted together to create long-form YouTube videos.

You can share a Tweet on many other platforms as well, or even in your other digital content. For example, here is one of our Tweets, embedded in this blog post!

If you use a social media scheduling tool, for example, Hootsuite, you can post a Tweet on other platforms simultaneously. This makes it easier to have content going out on multiple platforms at the same time.

We have all also seen Tweets repurposed as images on many other sites. There are a lot of options for what you can do.

When putting your content strategy together, think about what kind of content you want to make and all of the ways that you can repurpose it.

Final Thoughts on Digital Marketing 101

In conclusion, determining which social media platforms to leverage for your business is an important decision that should be strategically planned.

Different organizations benefit from different combinations of channels and technologies.

When considering your approach to social media, the ultimate goal should be to connect with an audience whose needs align with what you provide, developing a meaningful bond and ultimately sparking more conversions.

To stay ahead of the curve and ensure continued success, ensure that your digital marketing strategies are frequently evaluated and adjusted as needed.

With all of this in mind, it’s easy to see why crafting a great social media plan can make a huge difference for businesses large and small!

What do you think? Comment below.

Since 2009, we have helped create 350+ next-generation apps for startups, Fortune 500s, growing businesses, and non-profits from around the globe. Think Partner, Not Agency.


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