Digitalization not only changes how the way business is perceived but also how the business is performed. To invest business in a digital world, every company must create a unique strategy. Nowadays, social media has commonly been suggested as the company’s digital assets.

There is a lot an option of social media platform that we can choose, but often we aren’t sure what is the best media channel that relevant to our business objectives. Here’s some process you can follow to help select social channels that match your business objective.

Set your objective first

First of all, you need to define what are you expecting from social media for your business?. Here the example objective that common people usually want to reach:

Brand awareness

If you want to raise awareness of your brand, try growing your follower and boosting engagement through the campaign and visual content. You can try advertising methods, such as Facebook and Instagram, they have a good reputation to promote your business. You can adjust it with your budget.

Lead Generation

If your objective is to lead generation, don’t try to get leads from the wrong social channel. From a B2B perspective, 44% have generated leads through LinkedIn, while 39% have gone through Facebook, and 30% through Twitter.

Win sales

You can sales your product on the e-commerce platform or you can offer sales promotion through display ads on Facebook for example. Facebook Ads can be budget-friendly, especially when compared to other networks like AdWords.

Know your audience channels

Each business has their own unique audience identity, you should consider what channels that your audience are most using. It would be an effective way of targeting your audience by knowing the Social Media Demographic (information about gender, age, and location, etc). It will make sure that you’re targeting the right people at the right time.

Audience demographic can give you some insight for your strategy and what’s the most relevant channels you can use. So you can approach the right target which may possibly increase your conversion. For reference, you can visit this Key Social Channels from Sprout Social to know the key demographic social media.

You can also try market survey methods, which you can use some tools like Google form or Typeform.

Analyze Your Competitor

The easiest way to determine which the best social networks for your business is to look at your competitor’s social media activity. You should consider these questions:

  1. What platforms are they using?
  2. How active are they on each platform?
  3. Do their followers engage with their posts?

By knowing your competitor activity, it will provide you valuable insights that you can replicate to guarantee success for your own strategy.

What kind of content you need to create?

Each channel have different functionality when provide the content. Some of them might provide content that have image based or text based to show to the audiences. You need to consider what kind of content you will create that related with your objectives.

  • If your company wants to showcase company cultures such as share detailed information about an upcoming event, a product or service review, or interactive content with videos and pictures from a company party or a team volunteering event, you can use Facebook or you can redirect link as a referral tools to your blog.
  • If your company wants to deliver information in detail quickly, you can use Twitter. It allows you to provide a short, searchable description of content and a redirect link. Sometimes twitter can be used as a customer services.
  • If your company wants to showcase every move through photography or image based, Instagram is an ideal platform outlet for B2B business to show prospects insight into your company culture and dynamic. Instagram invites brands with visual content to their customers’ zone-out time.
  • LinkedIn provides a professional credibility to your business. Everything on your B2B’s LinkedIn page or group should be professional, display current company information about who you are, what you do, how to get in contact and even open positions. This is the right place for credentials, awards, and other accomplishments .
  • You also can use Google +, this platform is mostly used for business reviews, and contact information.

How many channels should you manage?

The number of social channels you should use for marketing your business depends on what you could handle, what you’re familiar with, and what your product or service is. Funnel your attention down depending on which channel is getting the most traction.

But if you think that your company could handle more than one channel, here are some social media manager suggestions that will make it easier for you to plan and manage your social media content:


You can use Buffer as social manager, scheduling and team collaboration are cornerstones of any social media calendar and are both present and correct here, as is an analytics package that enables you to keep tabs on how your posts are performing.


The Hootsuite dashboard uses ‘streams’ rather than a calendar layout to manage to schedule. Streams can be set up for each social network, which is handy if you’re the type of person who likes to keep things separate.

Sprout social

This platform offers a ‘compose’ window that brings together a handful of advanced publishing tools and workflows that make planning, scheduling and posting messages a doddle.

Ultimately, social media becomes a tool that can help us realize our marketing idea. The more we have knowledge of these tools, the more we can maximize our strategy that suits with our company’s objective.

Rock Paper Scissors is the missing link between business and technical world. We translates business language into technical, and technical limitation into business constraints. We guide organization and individuals alike to create their own digital product and navigates all the complexity of product creation process. Find out more.


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