12.3: Choosing the Best Social Media Platform for a Business
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)Which Social Media Platform is Best for Business?
A company's digital market strategy depends on selecting the right social media platform. With so many options—Facebook, YouTube, Instagram, TikTok, LinkedIn, and more—choosing wisely is critical. The right platform connects businesses with their target audience, enhances brand presence, and drives sales. The wrong platform may result in a public relations disaster. Below is a list of the advantages and disadvantages of the key platforms in 2025.
| Social Media Platform | Pros | Cons |
|---|---|---|
| Massive user base, excellent ad targeting, diverse content formats | Declining engagement among younger audiences, pay-to-play model | |
| YouTube | Great for long-form video, easily retrievable, high engagement | High production costs, slow follower growth |
| Visually driven, strong influencer culture, great for branding | Algorithm changes can impact visibility, limited external linking | |
| TikTok | High organic reach, viral potential, younger audience | Short content lifespan, difficult B2B marketing |
| B2B networking, thought leadership, professional audience | Less effective for direct product sales, slower engagement growth | |
| X (formerly Twitter) | Real-time updates, news-driven content | Short content lifespan, higher risk of brand missteps, poor politics |
When a Company Got It Right
In 2023, a new fitness brand, Flex Fuel, wanted to launch a line of smart workout apparel. Instead of relying on traditional advertising, they chose TikTok, where fitness influencers abound. By partnering with influencers who demonstrated the product in action, Flex Fuel saw its campaign go viral, leading to a 300% sales increase in the first month. Why? They knew that TikTok’s algorithm favors engaging, short-form videos, and that their Gen Z and Millennial target audiences spend hours scrolling.
When a Company Got It Wrong
In 2024, an elite law firm attempted to attract new clients using TikTok. Their videos—stiff, jargon-filled legal advice—did not connect with typical users. Instead of gaining credibility, they became the target of memes. The firm would have been better off using LinkedIn, where professional audiences appreciate in-depth insights. Its mistake? Ignoring platform culture and audience expectations.
Who’s to Blame When Things Go Wrong?
When a social media misstep results in negative press, the blame often falls on the marketing team, but leadership also plays a role. A new intern posting a controversial tweet might take the fall, but ultimately, businesses should have clear social media policies and approval processes in place. A dedicated social media manager or PR team should ensure messaging aligns with brand values and audience expectations.
By understanding the strengths and weaknesses of each platform, businesses can avoid embarrassing blunders and create impactful, audience-driven social media strategies.
Additional Resources
- Kaplan, Andreas M., and Michael Haenlein. Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 2025.
- Kotler, Philip, and Kevin Lane Keller. Marketing Management. 16th ed. Pearson, 2025.
- Solis, Brian. Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Wiley, 2025.
Contributors and Attributions
Choosing the Best Social Media Platform for Business. Authored by: Rae Ann Ianniello
Figure 1: Anderson, P. Funny pictures - Okai, admittedly that wuz a bad idea.... Flickr.com, May 21, 2013.