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How to Use Each Social Media Channel for Businesses

How to Use Each Social Media Channel for Businesses

Digital Presence


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min read

Having a strong presence across social media has a wealth of benefits for business users. From providing limitless lead generation possibilities to free advertising and providing key data about your followers and customers, there is no doubt that every business needs social media. How you use them differs between each platform as they all have their own unique selling points and benefits. Discover which platforms are best for your business and how to use them effectively in our guide to using social media to grow your business.  




With over 1.6 billion daily users and 800 million people‘ liking’ something every day, Facebook is one of the most versatile and effective social media platforms for businesses. While the majority of Facebook users are aged between 18 – 34, the use of Facebook Groups and Facebook Ads allow you to reach out to multiple demographics and customer bases from one easy-to-use location. The

ways people use Facebook is so diverse which gives you the opportunity to promote your business in multiple ways such as friendly infographics, blog posts and sales-focused promotions.


Which Businesses Should Use Facebook?

Thanks to its vast range of users and simple built-in marketing tools there is a way in which everyone can use Facebook effectively to boost their business. Service providers such as accountants, electricians and plumbers can successfully target people from relevant groups in their area while retails brands are able to use shoppable visual content to increase sales directly from the app.


How to Use Facebook For your Business

1.     Make use of Facebook My Business Pages

By using this feature, you can essentially have all of your websites key content on Facebook which people can share and access without leaving the app.

2.     Share relatable content

Whether it’s your own content, relevant posts from competitors or other industry players, sharing what people want to see is the quickest (and easiest) way to get your brand seen across Facebook.

3.     Join groups

As of April 2019, Facebook found that there were over 400 million people in groups they found useful. By having a group about your business you instantly create an active community of customers and by joining groups where people are discussing your industry, you will be able to direct people to your business while establishing yourself as an authority in the marketplace.

4.     Add video content

Whether it’s a behind-the-scenes peek into the workings of your business, an advert or informative webinar, Facebook’s algorithm has come to favour video content. With the rise in video market in  sharing this style of content will only increase your views, likes and shares.

5.     Target your audience  

Making use of Facebook Ads is a cost-effective way to get your brand or business seen by potential customers. With the ability to set budgets, time specifications and geographical limits, Facebook Ads have become one of the most popular ways for brands to market themselves across social media.



Think of Instagram as an online gallery to your business, it’s a visual tool which can promote your brand to potential customers or deliver exciting news and products to existing ones.

With over 1 billion people using the app monthly and spending around 30 minutes per day browsing Instagram, there is a huge opportunity to reach thousands of people daily who are waiting to be inspired or convinced to buy something.


Which Businesses Should Use Instagram?

While Instagram is most appropriate for lifestyle and retail brands who have something physical to promote visually, there are a huge number of ways in which other industries are using it too. For example, Facebook Lives and infographic-heavy stories are great for spreading information to a wide number of users without investing too much time (or money).


How to Use Instagram for Your Business

1.     Use hashtags

Hashtags are one of the main search tools on Instagram. By ensuring every post you upload includes these you can guarantee that people who are interested in your product or service will find your business’s page easily.

2.     Tag your location

There is a feature to add a location of where you are when you’re posting. If you’re a local business, appealing to those geographically near you will naturally drive more sales and visits to your website.

3.     Upload stories

According to an Instagram Business survey, 58% of people say that seeing a brand or product in Stories has increased their interest. That’s a huge amount of people you can reach by using this tool. Upload quick, snappy content that people can flick through while they’re browsing.

4.     Add links

Instagram has enabled its posts and stories to be shoppable. Make use of ‘swipe ups’ and ‘tap to shop’ features in order to boost sales without having to redirect potential customers to your feed.

5.     Go live

Live stories have proven to be invaluable in creating and nurturing brand-consumer relationships. Whether you are going on to demonstrate a new service or to chat with customers, the comments section is a great way to get instant feedback from your followers and learn more about how people engage with you over the app.



According to the fact site, over350,000 tweets are sent every minute. Twitter is a fast-paced social media platform where content posted needs to be snappy, time-sensitive and, above all, relevant.

Many users seek out Twitter to stay updated with industry news, trending topics, updates on the accounts they follow and share their own opinions. The minimal word count means people are more conscious about what they write and, in turn, trust that what they read is carefully considered content.


Which Businesses Should Use Twitter?

If you look at the most popular brands and businesses on Twitter, the majority of them use this platform as an extension of their customer service. Twitter should be used by businesses who have an existing customer base they want to engage with and particularly those who have experienced their service and will be posting about it.


How to Use Twitter for Your Business


1.     Use hashtags

The hashtag was invented by Twitter in 2007. Much like Instagram, users will click on hashtags that interest them and browse all of the content related to these. By placing your business under the right hashtags, you will reach potential customers quicker.

2.     Keep an eye on what’s trending

If it’s trending on Twitter, it will be trending on Google. Over 500 million people visit the site every month without logging into a Twitter account. This is due to the huge SEO benefits Twitter’s hashtags and word count offers. Use this to your benefit by posting about trending topics to stay relevant and boost your overall internet presence.

3.     Reply to posts

Whether it’s good or bad feedback, customers appreciate a reply from businesses on Twitter. It’s a way you can engage with your customers, build trust and essentially generating more sales and interest over time.

4.     Upload infographics

While Twitter only allows for140 characters per post, images are not included in this. Images are also twice as likely to be retweeted, so by adding a visual infographic, you can say more, catch people’s eyes and generate more followers as the image circulates.



The purpose of LinkedIn is for professionals to connect with professionals. It can be an excellent tool when hiring resources, educating yourself about the industry or discovering what your competition is doing.

Businesses can also use LinkedIn to grow their customer base, reach potential leads and develop best-practice ways of working. While hard selling marketing is frowned upon, and often not necessary, there are plenty of ways businesses and brands can grow by using what’s available to them on LinkedIn.


Which Businesses Should Use LinkedIn?

LinkedIn is a particularly key platform for B2B companies. When you start a LinkedIn marketing strategy it’s important to consider what other types of professionals or businesses could benefit from your product or service.

For example, cleaning businesses can find large companies who may need office cleaning services while an accounting firm can use it to find businesses who can use their service across their entire workforce. The number of connections or leads you get may be lower than other social media platforms, but the scope can be much bigger.


How to Use LinkedIn for Your Business

1.     Read and share articles

Not only will this give you a deeper understanding of new industry practices but by sharing and engaging with posts you can widen your network and boost relationships. LinkedIn is full of valuable information shared by experts which can help with your marketing strategies.

2.     Encourage your employees to update their profile

The more people associated with your business on LinkedIn, the more visibility you have. Each person will have different connections on their network so by encouraging them to share your business page you can reach more people.

3.     Join LinkedIn Groups

Like with Facebook Groups, LinkedIn has so many communities of likeminded people who are discussing your industry. Joining these will give you another opportunity to raise brand awareness, make new connections and allow you to join conversations where you can position yourself as an authority in your field.

4.     Make connections

With over 55 million companies using LinkedIn there are so many lead generation opportunities. Connect with as many relevant people as you can and then aim to build relationships through engaging in conversations, commenting on posts and private messaging.

5.     Post brand updates

One of the best things about LinkedIn is that you don’t need to be clever or strategic. You can use this platform to your advantage by being transparent about vacancies, free timeslots for services or the fact that you are simply looking to grow your customer base. People are there to find something or someone they need, so why not let it be you?



One of the biggest benefits of using YouTube is that it is

completely free to use for businesses and every account has unlimited storage capacity so you can upload as much or as little content as you like.

Sharing video has become one of the biggest marketing tools employed by brands and thanks to modern technology it can be done successfully on a budget .Videos uploading to YouTube can also be shared easily as a link or embedded in other marketing materials such as e-mails, blogs and physically on your website.


Which Businesses Should Use YouTube?

Every business can benefit from strong video marketing. The type of content you choose to upload will depend on your brand and also your target audience.

Brands who sell physical products will be able to use YouTube to upload advertorial style videos while more service-led businesses such as cleaning and plumbing companies can benefit from creating ‘how to’ and ‘toptip’ videos, offering customers insight into what their business offers.


How to Use YouTube for Your Business

1.     Work with influencers

YouTuber’s were probably the first type of influencer to exist in the industry. Partnerships with relevant influencers who have a high following are a great way to reach more customers, increase views on videos and also create content on a budget.

2.     Advertise on YouTube

By using the advertising tool, your video content can be seen by people looking at other video content. Video ads will have a call-to-action at the end of the clip encouraging people to visit your website directly. There are multiple ways to advertise on YouTube and many of them are based on a pay-per-click basis making it a cost-effective way to advertise.

3.     Share your content

Cross promote your YouTube content from all other social media platforms, as well as your own website, to encourage more viewers and subscriptions to your channels.

4.     Be conscious of SEO

Using strong keywords and search terms in your video titles will instantly boost your visibility on YouTube and also Google. If you’re a small or medium sized business, it’s worth noting that you should avoid keywords that big brands will use as it’s hard to compete. Instead, try using useful terms that your target  audience will be searching for.

Whichever social media platform you choose to promote your business, it’s important that you have a clear and concise marketing strategy to engage customers across the board. Simple steps such as planning and scheduling posts are easy to do and will ensure that your content is consistent across all of your marketing channels.

There are plenty of online tools such as 12Handz which can allow you to do this, giving you more time to focus on creating great social media content.


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