It should go without saying that any successful business in the 2020s must have a strong presence on social media platforms. But many companies assume they can just repost their television or print ads to their various accounts or link to their websites to build and maintain a social audience. That may have been the law of the land at the advent of social media, but now that it has become the dominant force in brand awareness, businesses must stay ahead of the curve. This sounds intimidating, but it just requires a simple yet forward-thinking strategy that involves platform-specific content. Here are the biggest things you need to keep in mind.

Follow Your Audience!

To begin with, it may not be possible for you to maintain relevant and active accounts on all social media platforms. In fact, trying to do so may hurt you. Just as any company cannot be all things to all people, you cannot expect to be relevant everywhere at once. This is especially true if you have a small marketing staff, or even just a lone marketer doubling as a social leader. So, what do you do? Simply do your homework from a demographic perspective. See which social pages are the most popular with your target audience and focus your energy there.

Best Practices for Facebook

Facebook is the most dominant of the social media platforms. Its audience is the biggest and broadest, and it is the closest thing to a one-stop-shop for news, connecting with friends, posting photos and content marketing. Posts with embedded photos and videos rise to the top of the user’s feeds. Be sure to avoid taking the shortcut of simply posting links.

Guidelines for Instagram

Instagram (which is owned by Facebook) is a great way to reach younger people. Typical content includes inside looks at businesses like behind-the-scenes content. If you are a user, your feed is probably flooded with nicely designed inspirational quotes, which you can incorporate into your messaging.

Tips for Twitter

Twitter is designed to be short, quick, and to the point. Of all the social media platforms, it requires the most frequent posting, but it doesn’t have to be as elaborate as Facebook. Just say what you need to say and include relevant hashtags.

For business-to-business outreach, LinkedIn is a great platform, and Pinterest can help you reach an audience that appreciates crafts and bespoke materials. The key across the board is to always consider which audience you’re speaking to and serve them content they will find useful and engaging.