If your business is not on social media, effectively this means that it does not exist for a large part of the public. But being present alone is not enough; it is essential to use them strategically.
Before you start publishing, make sure you understand who your audience is and where they are.
- Instagram: Ideal for visually appealing businesses such as fashion, beauty, gastronomy or tourism.
- X (Twitter): Perfect for holding real-time conversations and building an active community.
- YouTube: The best place for tutorials, reviews and longer content.
- TikTok: If your audience is young and you are looking for to go viral, this is your opportunity.
- LinkedIn: To connect with professionals in your sector and share specialised content.
- WhatsApp and Telegram: Useful for certain customer services such as sending updates or maintaining direct communication.
Choosing the right networks will help you to focus your efforts on what is really strategic for your business.
Define a clear objective
Every post should have a purpose: to attract customers, to announce a promotion, to educate, to inspire, etc. Avoid posting meaningless content, which can confuse or even alienate your audience.
Maintain visual and message consistency
Design an aesthetic that identifies your brand, from the colours to the tone of the message. If you are on multiple platforms, make sure the experience is consistent across all platforms.
Create a content calendar
Posting randomly does not usually work. Plan your posts with a calendar that includes topics, dates and times. This way, in addition to optimising your time, you will ensure that you appeal to your audience’s different interests.
Interact with your audience
Respond to comments, messages and mentions. This type of interaction builds trust and loyalty with your followers. It also encourages dialogue to learn more about their needs. However, it is advisable to ignore hateful comments from haters that lack any reasoning.
Take advantage of the tools of each platform
- On Instagram, use stories, reels and tags to generate more reach.
- On YouTube, include detailed descriptions and calls to action to subscribe or comment. A good, attractive image for the video header is also key.
- On TikTok, follow trends and add the songs that are trending at the time of publication.
- On LinkedIn, post articles that add value and knowledge. It is also important to create connections with other professionals.
- In WhatsApp, organise your contacts into broadcast lists to send targeted content. It is very important that you avoid being overly intrusive with your customers’ sensitive information in this way.
Use metrics to measure your success
Check which publications work best. The statistics of each platform give you valuable information about the type of content your audience is most interested in.
Publishing content without value
Quality should always take precedence over quantity. Offer useful, entertaining or inspirational information to capture the attention of your followers.
Neglecting interaction
Ignoring comments or messages can give a bad image of your business. If you can’t manage everything, prioritise the most relevant queries.
Overuse of hashtags
Although they help increase visibility, overusing them can make your posts look unprofessional.
Not optimising content for each network
Publishing the same thing on all platforms may be tempting, but it is not always effective. Each network has its own style and format. For example, a video for TikTok will not have the same effect as the same video on LinkedIn.
Forget about mobile devices
Most users access networks from their phones. Make sure your images, videos and text look good on small screens.
- Instagram: Work with influencers or organise prize draws to increase visibility.
- X (Twitter): Post frequently and use polls to encourage interaction.
- YouTube: Create playlists to make it easy for users to find related content.
- TikTok: Be authentic and don’t be afraid to try new things, even if they seem unconventional.
- LinkedIn: Share your company’s achievements or success stories to highlight your expertise.
- WhatsApp and Telegram: Personalise your messages and avoid overloading users with unnecessary information.
Social media is an indispensable tool for any business, but getting the most out of it requires time, strategy and a clear focus. Know your audience, plan your content well and pay attention to metrics. Above all, remember that success does not come overnight, it takes hard work. Always be consistent, creative and authentic.
