The Social Observer

The Social Media Marketing Blog by SNHU Students

Full Time Results on a Part Time Schedule: Part One

You are a small business owner and you are operating with a smaller staff than a large corporation. This most likely means you need to maximize your results on a tight timeline and with few resources. Do you know what social media channels are best for your business? If not, we are here to help!

Which channels are right for your business? Don’t waste time in the wrong places.

Doing a few things that make sense and doing them well is a much better approach than trying to do everything and doing none of it well. Be selective on which social media channels you choose. Focus on the right places and don’t waste time in the places that aren’t going to get you results.

So how do you know which channels are the right ones for your business?

First, you need to determine your target audience. Knowing who your customers are will help us pair your business up with the channels they use frequently.

  • What is the age range of your customer?
  • Are they male or female?
  • Is your business local or nationwide?
  • Is there a specific interest group that your customer belongs to (i.e. they are new mothers or they own chickens)?

Second, decide what you will be communicating.

  • What content will you be producing?
  • Do you have the resources and does it make sense for your product line to make videos?
  • Is your product photogenic?
  • Can you easily produce beautiful photos on a regular basis?
  • Are you (or a staff member) more comfortable writing about your product or service?

Third, determine your goals.

  • Do you want to produce more leads?
  • Are you trying to establish your service as an industry expert?
  • Do you only care about the increase in sales?

So now we have a plan for who, what and why. Let’s determine the WHERE.


This is arguably the largest social platform. It is a good place to start, simply because of sheer volume. However, if your customer base is younger than 25 or older than 55, you may not find them on Facebook. Facebook is great if you need to sort your audience by interest groups. You can highly target ads based on what they include as an interest. Facebook is also great to target regions. It is also very versatile in sharing all types of content from video to images to blogs. It is best used for lead generation and promotional offers.


This is the #2 contender for the largest population. You can reach most customers under the age of 50 here. Twitter is great for announcing hot topics or urgent news. If you are relying on Twitter to show your content all day, you will be disappointed. It scrolls through quickly due to the volume of tweets each day. Twitter is predominately text based but images do well on the platform as well.


This is where all the beautiful images come together! Most users are 18-29 with a smaller segment falling in the 30-49 range. If you are a company based only in the U.S., please be aware that Instagram has a large percentage of users from other countries. You will need to use popular hashtags on your posts in order to be seen if you are looking for organic traffic. This could be a lot of your time staying up to date on what is trending in your industry. It is difficult to link to blog posts on Instagram, so stick with this channel if you will have a lot of photos and short videos. This platform is great for brand awareness.


This is another great place for well-crafted images. These images will link to your website so if you have product to sell or a blog to promote, tying these to an attractive image will work for this platform. You should add Pin This buttons to your web content if you would like to encourage users to share your content on their boards. If you are looking for sales for a predominately female market, Pinterest is the place to be.


This channel is usually used in B2B conversations. Most professionals are on this channel. It is a great place to establish expertise in your industry by featuring content that your business has produced that will benefit others in your industry. This content will tie back to your website for leads or sales. LinkedIn is also great for recruiting new team members!

What channels do you have in mind for your campaigns?

Category: Advanced Tactics, Integrating with Traditional Marketing, Social Media Marketing 101