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Social media has become a daily part of most American’s lives, yet not all platforms are created equal. Each has its strengths, and for businesses, some are more fitting than others. How people use Twitter is vastly different from how they use Instagram, LinkedIn, and so on. Are you using the right platforms for your business? And do you understand the culture of how to use each?

Facebook has been for many years the default platform people think of when they hear “social media.” With 2.4 billion active monthly users, this is well-founded. Yet, times have changed. Culturally, it has become known as the platform where your grandma comments on your posts and you friend people you never talked to from high school. Plus, the controversies over data and privacy after Cambridge Analytica have not helped Facebook’s case.

A decade ago, a business having a strong Facebook presence made sense, but today with platforms like LinkedIn and Yelp going strong, focusing on curating a Facebook business page may not be the right move. For digitally-based companies especially, focusing your efforts on more up-and-coming platforms will keep you relevant and on top of social media trends.

Owned by Facebook, Instagram is like FB’s younger, trendier sister. This is where influencers and brands can grow a loyal following. Brands see higher engagement on Instagram than they do on Facebook. To use this platform right, you have to be all in for the pink-hearted likes and the aesthetically-pleasing visuals. Compelling photos and graphics are everything on Instagram. Each photo or graphic must stand alone, while also working together to create a cohesive feed.

Instagram is where you show your best colors, literally and figuratively. The platform creates a space to show who you are and what makes your brand unique. Instagram has so much potential in our visual world, especially when it comes to brands being, you know, branded. This platform is one of the best to demonstrate a company’s values and foster a loyal connection to a consumer.

User interaction on Twitter is a completely separate culture. Whereas on Instagram two likes are nothing, on Twitter, two likes make for decent interaction. Likes are a coveted gem that people do not readily give out because posts you like appear in your followers’ home feeds. This makes it uncool to like a lot of posts. Retweeting is even more coveted than likes because it will keep another account’s tweet on your profile permanently.

All that being said, retweeting and liking can be a tool when used correctly. Engaging with relevant industry accounts can be a way to form bonds with them. It shows that you are connected in your industry and are knowledgeable about relevant information, given Twitter has more of a space for news than Instagram. This makes Twitter a great place to share press related to your company and any relevant company updates. Note: be wary of the political nature that encompasses some of the platform. However, there is space for humor if that’s on-brand for you!

And of course, the most professional of all social media is LinkedIn. The platform where the college-aged humble brag about their latest internships and CEOs share their sage leadership advice. It’s important for a company to be active on LinkedIn, particularly when they are hiring. Job postings on LinkedIn legitimize a company looking to expand, as your page provides easy access to company info for prospective employees. This platform is another great place to talk about company updates, share articles, and even create your own business content.

With many options to choose from and limited time, know the platforms that work best for your company and curate your content accordingly. And when using these platforms, make sure you understand the culture of how to post and interact on each. Once you have this down, your marketing will be retweet-worthy.