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Differences between the 3 main social media platforms

Running a small business today is actually easier with using social media platforms to engage and maintain relationships with our customers. I want to share with you the differences between the most popular social media platforms out there so you can identify how to relate with your customers:

Facebook –

The largest social media platform allowing members to communicate with each other while being adaptable, flexible and reacts quickly to change.

On this platform it's more appropriate to treat your customers as if they're your friends. Keep the tone light and informal and create posts for engagement in order for your free posts to get in front of your customers. To get any kind of engagement, the most popular posts contain photos, videos, funny and inspirational posts, anything that illicit a response. Getting engagement (likes, comments and shares) means your posts are recognised as relevant content and the more your customers engage, the more of your posts they'll see. Free posts are more difficult to be seen unless there's engagement – this is why Facebook Ads are so incredibly effective. You're able to pinpoint your target audience who fall in your demographic. Be aware that many people looking for a service or a product will search through to find a Facebook page as it's a place that's familiar, feels safe and allows a person to take a peek with no pressure. Having a Facebook Business Page will give your business legitimacy, in fact if you don't have a website, it's more acceptable than not having a Facebook profile.

Instagram –

Micro blog for photos and videos.

This platform is appropriate for very casual, instantly grabbing the moment kind of content. It's an opportunity to showcase your products/service in a beautiful way and to show the story behind your brand. You're able to engage with local people, use relevant hashtags to be part of a larger conversation and community and attract people interested in your niche. Instagram only allows one hyperlink and it's saved within your profile so make sure your profile is spot on with your website link is there so you can be found easily.

Being imaginative with your images grid will make your profile stand apart from your competitors - a triple grid image, multiple grid images to create 1 whole image is really impressive: Have a look at the example from Minju Kims instagram page, below to see an example. Link to her instagram page: (here>)

Ensure that your profile picture is truly reflective of who you are as a person, the best profiles are the honest and genuine ones.

Did you know that you can get verified, without being famous! To apply for verification, click Settings > Account > Request verification: fill in your name, business category and attach a photo of your i.d. It's not essential but it confirms legitimacy to your customers, shows them that you've gone to the trouble and aids in building rapport and trust.

Some helpful links :

LinkedIn –

Professional networking platform.

Your tone of voice and the content you post here are more professional in nature.

LinkedIn is more about sharing  |  community building  |  business to business connecting.

Be sure to utilise appropriate groups, be an active member on them to create a memorable brand and to be in the forefront of your potential customers minds, understand that LinkedIn members could be your future customers. This platform is less about sharing personal information and more about focussing exclusively on business-related matters. This platform is structured into 3 pillars:

  • the network arena where you can build up and expand your own network

  • knowledge encompasses internal messages and transfer knowledge among users, this is a

  • great opportunity to show yourself as an expert in your field opportunity this is where people come who want to continue educating themselves or to pursue and refocus career paths.

A good tip, and one I've only JUST found out is that you can edit your LinkedIn url which will get you found easier! So click the link below to have a look at the instructions on how to do it.


The most important thing to remember, when creating posts for each platform, is to bear in mind the environment and not to copy and paste the same content on every platform. As they each have a different community, you can certainly use the same content but it needs to be reappropriated to reflect the platform it's on. Be sure to rewrite your posts to match the audience and platform you're on.

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