What Social Media Platform Is Best for Your Business?

Jul 12, 2021

How would you like to know exactly WHAT to post, WHEN and HOW often?


I’m sorry to say that I don’t have a simple answer for you. That unicorn doesn’t exist. There is no ONE solution because it all depends so much on the needs and interests of your audience. However, it is true that posting on social media is a critical part of any online business. It helps you to:


  • Add value to your community
  • Build relationships with your ICA
  • Be “top of mind” and seen as the go-to source in your niche
  • Get your content in front of new people
  • Remind your audience of valuable content they may have missed


But before you dive into the ultimate social posting strategy, you first need to figure out what social platform is going to work best for you and your business.


Let’s start with what social media platform you use the most. Is it Facebook? Instagram? LinkedIn? Pinterest? Those are my favourites, but my teenage kids wouldn’t be caught dead on any of them. Well, maybe on Instagram. But they much prefer Snapchat and Tik Tok. It’s that massive variety that often causes the confusion, stress and anxiety that people new to business on social often feel.


Shiny Object Alert: I know that there’s always something new that comes along like Clubhouse or Reels. They are shiny and exciting and there’s lots of buzz about them. But honestly, when you’re in the early stages of growing your business, they’re just a distraction. When you’re still new to the game, it’s best to focus on 2 or 3 platforms maximum and dive deep into those.


My advice, don’t start with where you want to spend your time. Instead, consider what social media platform your ICA is on. Your ICA is your Ideal Client Avatar, the dream client you want to work with. To find out how you discover who your ICA is, where they hang out and how to get them to buy from you, click here.


As a rule of thumb, I suggest starting with Facebook, Instagram or LinkedIn. Given the size and diversity of these platforms, chances are your ICA is hanging out there. Here’s a link to my accounts on these platforms and a few others so you can see what a finished profile and business page looks like.


Facebook Page https://www.facebook.com/powersystemglobal

Instagram https://www.instagram.com/powersystem.global

LinkedIn https://www.linkedin.com/in/marina-newington

YouTube https://www.youtube.com/channel/UC6f8f5Gi_sB50HaGUPOPnGA 

Pinterest https://www.pinterest.co.uk/marinanewington

Facebook Group: Female Entrepreneurs Craving Time and Financial Freedom https://www.facebook.com/groups/FemaleEntrepreneursCravingTimeandFinancialFreedom/


But remember, these platforms might not be the best choice to reach your audience, your ICA, and that’s why you need to choose the right combination for your business.


Before you decide, here are a few things to keep in mind:


  1. Before posting for business, get to know the platform as a user. That will give you better insight into how it all works and what kind of experience you want to deliver to your ICA.
  2. Commit to a consistent posting schedule. Q:What is the ideal number of posts? A:Whatever you can commit to consistently. If that’s 1 a day, that’s 7 /week, 30/month. Start with what you can commit to.
  3. Create a plan and strategy for posting before you begin to give yourself every opportunity for success. Once you know when you will post and what you will post, this whole social media thing gets so much easier!


Let’s look at some pros and cons of the 3 biggest players to help you decide where to begin:





Facebook reports over 2.45 billion users, that’s larger than the population of China! With that many people, you can be sure your dream clients are hanging out there. Facebook users mostly go to that platform to build relationships and keep in contact with old friends. This type of activity makes Facebook a good platform for building the loyalty of your existing customer base.



The downside to Facebook is that it may be hard to reach a new audience. Because of its billions of users and its infamous algorithm, your posts have a limited reach, even within your own networks. You have to pay to play. 


The Facts:

  • Facebook has 2.45 billion monthly users
  • Facebook ads are among the most affordable ads for small business, and its marketing features extend into Instagram (which is owned by Facebook) and Messenger
  • Facebook reviews and your business profile details factor into your website’s SEO
  • Facebook also has the widest age spread, with high daily usage among those 18-54


As you consider Facebook as a potential platform, carefully consider your business goals. If you’re trying to acquire new business, Facebook might not be your best option. However, if you’re building a dedicated following of clients and you need a way to keep in touch with them, this is a great choice for your business. For example, a private group for a course or challenge.





Instagram relies on photos for conversations so works really well for visually based businesses like art, food, retail, and beauty. It’s also very searchable. That means that if you put in the right hashtags, your content is easy to find. Users can also follow hashtags enabling your posts to show up in the newsfeeds of people who may not follow you. That means that you can reach thousands of people with the right hashtags. Instagram is also a great way to showcase your brand personality in a fun way to keep it entertaining and surprising.  Another advantage is that because it’s a growing platform, there’s less noise than Facebook, making it useful for generating leads from a wider reach.



While It’s surprisingly easy to grow an Instagram account if you know what you’re doing, it can take a lot of time to gain huge numbers.  Also, because it’s heavily weighted towards visual brands with a stylish nature, it can be difficult to get traction if you don’t have visual content. And this is a very content heavy platform. You’re going to need a lot of pictures to make this work because it works best if you post at least once a day. This could mean lots of graphic design work or photography to get enough content to keep the feed active. Age can also be a barrier as Millennials and Gen Zs heavily use the app, but the older demographics haven’t quite discovered it yet.


The Facts:

  • Instagram has over 1 billion users who spend an average of 28 minutes per day on the platform
  • 200 million Instagram users visit at least one business profile per day (Hootsuite)
  • Although it’s most popular in the 18-30 age bracket, 71% of B2B companies have an Instagram account according to the 2020 Social Media Marketing Industry Report



Instagram is a fantastic place to humanise your company, showcase your values, or to elevate your brand with striking images and video.





LinkedIn has the distinction of being the most used platform by older audiences with the largest users among ages 30-49. Most of these LinkedIn users are either professionals or aspiring professionals. These people all share the same goal – to network and make connections. Because of this, you can apply a slightly more direct approach than you could on other platforms. You’re expected to show what you have to offer. Having a well-made LinkedIn page for your business is not only a good way for professionals to find you, it’s also a great way for you to find potential leads, networking opportunities and collaborations. Looking for someone to do PR for your business? You can directly search for someone with PR experience and connect with them. Another bonus is that Google often ranks LinkedIn personal branding quite high. Give it a try. Type your name into Google and see how high up the search results you are.



Some people are like bulldozers when it comes to business, and they definitely show up on LinkedIn. Be prepared for connect requests and messages from random users who are trying to sell anything to anyone. Also, to create and maintain a successful LinkedIn network takes time and effort. If you want to get the most out of LinkedIn, be willing to set aside some time every day. Because LinkedIn focuses on the professional rather than the personal, the lack of features such as games, questionnaires and ‘memories’ often cause people to call LinkedIn ‘dull’ or ‘boring’. Despite the fact it’s labelled as a social media site, don’t be fooled. There isn’t much social about it. It’s for business, and (almost) business only.


The Facts:

  • LinkedIn has over 690 million members
  • There are over 3 million company pages
  • LinkedIn is the second most popular social media platform for B2B



LinkedIn isn’t weighed down by cat videos and gossip because content shared on LinkedIn is intended to raise a company’s profile, connect with other businesses, and nurture recruitment. It’s also the third most-used method to reach out to potential job candidates (aside from phone or email). Most importantly, it’s an amazing source for potential leads AND collaborations. For example, I have been asked to be an expert speaker at 6 successful summits in the last year exclusively based on my LinkedIn profile.


There are many other platforms out there as well: Pinterest, YouTube, Twitter. These are all powerhouses that could be right for you as well. Chances are though, that picking Facebook, Instagram or LinkedIn as a starting point will give you the best chance for developing a strong social presence. As you move along your business journey, you can then add other platforms to the mix.


I have created a handy summary to breakdown the biggest players which is yours free to download:



To download your free copy, just click here.


Committed to your success,


Marina x

Want to know more about getting your POWER back? 

I want you to know that Transformation is possible. Progress is possible. I’ve implemented these steps in my own life and coached my clients through the process


Maybe now really is your time to make a change? Maybe this is that moment for you. If so, then I would like to invite you to book a FREE Kickstart Your Power Session, where we get on a call for 60 minutes and identify what obstacles are stopping you from reaching your goals and work out a plan for overcoming them.


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