I quite often get asked questions about the choice of social media platforms for marketing.  Many local business owners are confused about which social media platform(s) they should spend time promoting their small businesses on.

From a marketing perspective, the answer is simple. Spend time on the platform(s) that your target audience spend their time on.

That doesn’t mean you can’t be on other platforms – just make sure you’re prioritising your marketing time wisely, and putting more effort into the marketing platforms that your target customers use.  A good example of this can be found with LinkedIn.

Most would agree that LinkedIn is predominantly a business-to-business (B2B) platform, which many entrepreneurs who run B2B businesses use to try to generate new leads and build up new networking connections.

So, does that mean if you run a business-to-consumer (B2C) business that you don’t have to worry about LinkedIn?

Well, in my mind –...