If you own a business or work in the business industry, chances are you have felt the pressure to show up on social media recently if you aren’t there already. In this article, we’ll break down the basics of social media: channels, content, and Meta best practices to help you establish your social media presence and set you up for success, whether handling your social media efforts in-house or thinking about working with an agency.

Show Up Where It Matters

Social media has a lot to offer (maybe a little too much), so the key is to focus your efforts where it matters most and then build upon your successes.

Choosing the right platforms depends heavily on your business, audience, and goals. Despite popular belief, you don’t need to be on all channels to find success. You wouldn’t set up a winter clothing store on a tropical beach, so why set up your social presence where it doesn’t apply to your business? Narrow down the channels most relevant to your needs using the super helpful chart below:

CHANNEL	PURPOSE	TARGET AUDIENCE
Facebook (Meta)	Connecting with friends and family, sharing updates, and joining groups.	Broad audience, but primarily used by adults for personal and professional networking.
Instagram (Meta)	Sharing photos and short videos, lifestyle updates, and visual storytelling.	Predominantly younger demographics, with a focus on visual content and trends.
X (formerly known as Twitter)	Real-time microblogging, sharing thoughts and news, and engaging in public conversations.	Wide-ranging, used by individuals, celebrities, and businesses for quick updates and discussions.
LinkedIn	Professional networking, job searching, and sharing industry-related content.	Professionals, job seekers, and businesses looking for networking opportunities.
Pinterest	Discovering and sharing visual inspiration, particularly related to hobbies and interests.	Skews towards a predominantly female demographic, often used for DIY, recipes, and lifestyle ideas.
YouTube	Hosting and sharing long and short-form videos, ranging from entertainment to educational content.	Diverse audience, with content creators spanning various genres and interests.
TikTok	Creating and sharing short, creative videos set to music, often featuring trends and challenges.	Primarily younger users focused on creativity, humor, and viral trends.

Quality >>> Quantity

If you are starting social in-house, you’ll want to ensure that you share valuable, quality content instead of loads of filler content.

At one point in social media’s history, you could post consistently and frequently to show up in people’s feeds. However, those days are gone, and we now have mystical algorithms that control who sees what and when they see it. That said, we have to provide value through content so audiences have a reason to seek out brands and businesses.

Instead of flooding the feed, plan out your calendar with important dates, topics, and information your audience would be interested in so you can focus all your efforts on what matters.

Entering The Metaverse

Meta only applies to your business if you’re utilizing Instagram and Facebook. Meta is confusing compared to other social media channels, so we’re giving it extra attention. Let’s break it down. In 2021, Mark Zuckerburg introduced Meta. It replaced the name of The Facebook Company and umbrellas all their apps and technologies under one name, Meta, and one system, Metaverse. Now, you can connect Facebook and Instagram through Meta Business Suite, Meta Business Manager, and Meta Ads Manager to access features and tools to help your business thrive. We recommend that all companies planning to advertise on social create an account for each of the Meta tools listed below:

1. Meta Business Suite allows you to manage Instagram and Facebook’s overall social activity at a glance, review analytics, and respond to audience messages and comments in one place.

2. Meta Ads Manager allows you to create and manage paid ads and campaigns, view ad spending, and review results.

3. Meta Business Manager is the backend of your Instagram and Facebook channels. It allows you to own your accounts, verify your business, share your assets with agencies and partners if you plan to outsource your social media efforts, and grant advertisers access to run paid ads on your business’s behalf.

This article covered the basics for businesses on social media, but this is just the tip of the iceberg. Contact us if you’re starting on social media or need extra help sorting things out! We’d love to help.