Social media is everywhere, so your business must be active on several different platforms. However, the key to effective social media marketing goes far beyond simply having a few social media accounts.
You must use your social channels properly and effectively — the more your audience is inspired to engage with your content, the more likely they are to share it, potentially inspiring their peers to become customers as well.
It’s worth varying your content on different platforms — what works well on Twitter might not be as effective on Instagram, which is more visual. A common mistake for a business using social media is to fail to post frequently or get the tone of posts completely wrong. Again, know your audience, and what they want.