Being everywhere is the surest way to be good nowhere. For an SME, one or two well-run networks are worth more than five neglected accounts. Here is how to choose.
The rule: go where your customers are
The right network is not the one you prefer, but the one your customers use when they look for a product or service like yours. Start by asking them.
LinkedIn: for selling to businesses
LinkedIn is the network for professionals. It suits business services, recruitment and leaders who want to speak in their own name. The content that works: lessons learned, behind the scenes of a project, expert opinion, company news.
Instagram: for showing
Instagram is the network of images. It suits shops, restaurants, tradespeople, fashion, beauty and any business that can be shown. Short videos (Reels) reach people who do not follow you yet.
Facebook: for local life
Facebook is still widely used for local life: opening hours, events, community groups, reviews. It is often the first reflex of a shop’s or tradesperson’s customers when they want to check a practical detail.
TikTok: for being discovered
TikTok is built on short, spontaneous videos, often shot on a phone. It demands regularity and a natural tone. UGC content, shot the way a customer would, is at home there. See our article UGC: definition and tips.
How many networks, and how often?
- Start with one network, two at most.
- Choose a pace you will keep up all year round, even a modest one.
- Prepare your posts in advance with a calendar.
- Reply to comments and messages: an account that does not reply gives a poor impression.
And if you are short of time?
Two solutions: get trained so you can work faster, or hand over your accounts. Kikeur Agency offers both, with social media training and management of your social media.