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Facebook, Twitter, LinkedIn: Which works best for your firm?

September 25, 2012

Today’s post is courtesy of Suzan Czajkowski, M.A., founder and owner of the online marketing and communication firm MyCommCoach. You can reach Suzan at or follow her on Twitter at @MyCommCoach. You can read Part 1 of this topic here.

So you’re ready to take on social media as a marketing device, but you aren’t sure which one to go with? You’ve probably noticed that many companies set themselves up across all three of the major social media platforms – Facebook, Linkedin and Twitter – but if that seems like a lot of work to you it is perfectly fine to just choose one or two of them. So… which ones should you use?

Here are some simple questions to help you get started on that decision:

1. Where are your customers? For B2B companies, LinkedIn or Twitter are often chosen because the atmosphere offers the more formal tone that a business might prefer. While Facebook is often seen a platform more fitting to a B2C business, keep in mind that every “B” is run by a possible “C”, who has a personal Facebook page in addition to their business page.

If you are B2C, Facebook might be a useful choice for you. The environment is social and interactive, enabling you to engage your customer. However, if you are B2C, LinkedIn or Twitter may give you an atmosphere that better fits the more formal tone of a business.

2. Where are you now? If you already have a sizeable network on any particular social media platform, your best bet may be to simply change the focus of your profile and leverage what you already have in place. This is especially useful in LinkedIn, where your network gets regularly updated on your big changes – like if you’ve taken on a new job or a new company. In Facebook this may be a little more tricky because Personal Pages are for individual people & social purposes; Business pages are meant to represent businesses. In other words, according to Facebook’s guidelines an individual profile cannot represent a business.

3. Which one seems to make the most sense? If Facebook seems to be more approachable to you, then perhaps that’s where you belong. If you like the tone that LinkedIn offers, then go there. Of all three social media platforms, Twitter is often the most difficult to understand or leverage.

Keep in mind that you can always add on another social media platform at a later date, when you’ve gotten more comfortable with the one you’ve chosen.

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