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Most business owners recognize the importance of social media in their online marketing plan, but often, they don’t have the time or the resources to conquer them all. Here’s a quick cheat sheet to help you:

Facebook. Every business should be on Facebook, no matter what field of business you’re in. You may have heard that there aren’t as many people using Facebook, but the truth is that this platform still has the most widespread demographic of any social media platform, which makes it the best place to increase your brand awareness. In addition, Facebook ad targeting allows you to attract your audience with more than just demographics. It is true that younger generations have become more leery of Facebook, thanks to the increase in use from older generations. Using Facebook to target younger demographics can work, but there are other platforms that may be more suitable for reaching that specific audience.

Twitter. Users are more likely to follow brands on Twitter than on any other platform. This is because Twitter provides the most up-to-date and current information. If your brand is constantly posting new updates and information, this is the platform for you. Another benefit of Twitter is relationship building. Users are more likely to interact and tweet at brands. Just make sure you’re tweeting back! This will go a long way when it comes to building a loyal customer base. While the number of people, especially adults, who use Twitter is not as high as Facebook (according to the Pew Research Center), the number of users has remained constant through the years. One downside is that individuals tend to follow brands only to get exclusive deals or to participate in contests.

Instagram. If you have a very visual business, it should be on Instagram. The dominant demographic is between the ages of 18 and 29, so if this is your target market, Instagram is the place you need to be. One downside? You need to consider the time it takes to make your photos stand out. You can’t have bad quality photos, and if you rush into Instagram posting (without putting in the time) you can cause unintentional damage.

Pinterest. Pinterest’s users are mostly female, which makes it a prime place to be if women are your target audience. However, males are beginning to spend more time on this platform. It also has a high percentage of users with a high income. Looking for customers who will buy your product? Pinterest is the place to be. Another fun fact is that the majority of users are on Pinterest for inspiration on what to buy. Unfortunately, Pinterest has a very unpredictable algorithm. Sometimes something you post will get tons of engagement, and other times it won’t get any at all. If you have an awesome product, idea or concept, chances are good that you’ll benefit from using this platform.

TikTok. You may not be as familiar with TikTok, as it is still a relatively young social media platform. But it has gained a strong following. TikTok is a short-form video platform. It also focuses on creativity and fun. Users on this platform tend to be younger, although more adults are joining the app. This platform is not about the hard sell. Instead, it is a great way to personalize your business and build a relationship with potential customers.

You don’t have to be on every social media platform. You do have to make sure you are on the platforms where your potential customers are. And wherever you are, always make sure you are engaging with relevant, fresh and appropriate content.

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