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Not every social media platform is created equal. Everyone knows that. But what everyone doesn’t know, is that your business doesn’t necessarily need to use each and every social platform out there.

For some reason, everyone likes to suggest that your business should have an account for all social media platforms. But this isn’t always the best route to go.

Depending on what type of business you run, some social media outlets won’t exactly make sense for you. For example, as a managed services company, creating an Instagram account is rather pointless. We aren’t about to go around posting professional photos of servers with natural lighting and a ceramic coffee cup displayed next to it. However, if you run a local coffee shop, Instagram is a beautiful option for you.

Let’s delve into this a little further.

Facebook

Facebook is on a mission to do it all, but when it comes to Facebook for business, you’re probably good to go no matter what industry you’re involved with. An active Facebook profile is good for a whole mess of things – for candidates who want to vet your company, for customers who want to contact you, for coworkers who want to share your accomplishments, and for leads who want to engage with you.

However, you should keep things short. Share 1-2 lines of content at a time and as many videos as you can muster up. In fact, the more videos, the better. Facebook recently released another feature within their app that’s completely dedicated to video. Why did they do that? Because that’s what people like to see.

LinkedIn

Like Facebook, LinkedIn is acceptable for basically any company. And also like Facebook, it’s good to have for a variety of reasons. But unlike Facebook, your posts shouldn’t be lighthearted and short. They should be longer, well thought-out, and professional.

You should share things about how to work better, why your business is doing the things it’s doing, and any available positions within your company.

Instagram

Instagram is all about that photography. This being said, if your business is involved with things like clothes, food, sports, fitness, community, and education, you should definitely be on Instagram.

At this point, investing in a high-quality camera is a must, and you should also consider familiarizing yourself with some free photo editing apps. Simple ones that allow you to add text or borders to images will do just fine.

And don’t forget those hashtags, people! The more avenues people have to search for you by, the better your analytics will be.

Snapchat

Snapchat for businesses is in its infancy. Right now we’re seeing a lot of business consultants appearing on Snapchat, as well as people in the food or fashion industry. As a local, smaller business though, you can use Snapchat to really focus on your company’s story.

Show how your employees interact with one another, what goes on behind-the-scenes, or any company-wide events. Once you start acquiring friends on Snapchat, you’ll have an invaluable opportunity to build up your brand in a fun and positive way. However, you don’t want to do a lot of work for no real ROI. Make sure your business is only on Snapchat if your target market is and your community as a whole is.