When it comes to social media, there are two types of people; there are those who love interacting online on several different channels and they just “get it,” and there are those who would rather just steer clear.

For a modern business, it’s important to have a social media presence. It’s not only “free” marketing for your business, but it allows you to communicate your branding and message, network with both existing and potential clients, and if you are in a fun and visually engaging field like travel, there is a lot of subject matter for you to work with.

Whether you feel like upping your social media game is a fun challenge or a necessary evil, it is important to have some sort of online presence. You don’t need to be on every single channel, and you don’t need to dedicate the same level of time and effort to a channel that won’t have as many benefits to your business as others. There are many differences between these different channels, and some of them will have more benefits to you than others.

Facebook

This is one of the most popular channels, and is one that your business should have at least some sort of presence on.  

Facebook is informational, but on a more personal level. It allows you to connect with people you already know, as people can only see your content if you have mutually agreed to be friends. Your business page however can be seen by anyone online. This is a great place for housing information like event details and photo albums, it allows you to share links easier, and it’s easy for others to share your content with their audience.

Keep in mind that even if you feel like the posts on your business page are getting less traction than on your personal page, the best practice is to post as your business page and then share that content as yourself. When people are researching your company, your business page is one of the first places they will look. Having a lot of content available on that page will build credibility.

Instagram

While Instagram and Facebook technically belong to the same family (Meta), they have very different uses and audiences. Instagram delivers content that is more aesthetic and informational. Visuals are preferred over written content, and you want to make sure that what you’re posting will make sense or have an impact, even if no one slows down to read your full caption.

Unlike Facebook, Instagram is better for sharing more timely content. Facebook posts sometimes won’t be displayed to followers until a few days after they are shared, while Instagram posts will be shown immediately. It isn’t as easy to share links on Instagram, as they only allow you to add a link in your bio and not in the copy of your posts. However, it is easier to reach new audiences on Instagram as anyone can see your content without requiring you to allow them access (as long as your page isn’t set to private).

LinkedIn

Unlike the previously mentioned channels, LinkedIn is primarily used for professional purposes. This is a great place to share professional updates, informational content, industry news, etc. If you are entering into a new business venture, posting about it on LinkedIn usually means sharing it with an existing network of previous colleagues and professional connections who are already familiar with you, and that may be interested in what you are offering.

Twitter/X

This channel is worth including, but it’s certainly one of the more controversial. Twitter/X is meant for quick and conversational updates, reposting and reacting to current events, hopping on trends, and easily sharing your opinions. It’s not the place for sharing longer pieces of information or focusing on more visual content.

Additionally, this is currently a platform that is constantly making the news for controversial updates and confusing choices. As of the writing of this article, Twitter/X is still standing and being utilized, but many people would agree that it wouldn’t be a huge surprise at this point if it was shut down for good next week.

If you already are a user of this platform and it makes sense for your business, feel free to use it for professional posting. However, this isn’t a network that should have a lot of time and energy dedicated to it if it’s not a good fit for you.

There are a variety of other social media channels out there, some with a longer history, some that have gained popularity more recently, but these four platforms are the main ones that you should consider as an entrepreneur. As you are starting out and growing your business, it’s important to prioritize where you are spending your time and energy, and look at each channel to see how much it is actually doing to help you reach your target audience.