In this blog we explain the basics of social media, including why social media matters, what to post on different platforms, how often to post, and how to measure success - all to help you grow your online presence effectively.
Let’s face it – social media marketing can feel like a bit of a minefield when you’re trying to run a business. Should you be on Instagram or LinkedIn? Do you need to post every day? And what on earth should you even post?
The good news? You don’t have to be a social media expert to build a strong online presence. With a little know-how and consistency, you can use social platforms to raise awareness, connect with your audience and grow your business.
Here’s a helpful breakdown of the basics to get you started:
Why Social Media Matters
Social media is no longer just a place for selfies and cat videos (though we’re not against either!). It’s where people discover brands, ask questions, share experiences and make buying decisions. Whether you’re a local business or a national eCommerce brand, showing up on social media helps build trust and visibility.
Engagement is Key
One of the most important things to remember is that social media is a two-way street. It's not just about broadcasting your message - it's about connecting.
Engagement means people are reacting to your content: liking, commenting, sharing, or tagging friends. It also means you’re doing the same - replying to comments, liking your communities’ posts, and being part of the conversation.
If you're wondering what success looks like, don’t just focus on your follower count. A small but engaged community is far more valuable than thousands of silent followers.
What Should You Post? Hint, Each Platform Is Different!
Not all social media platforms work the same way - and each one attracts different types of audiences. The kind of content you post should reflect not only who you're trying to reach, but what you do as a business.
Here’s a simple guide to what works well on each platform, and which industries might find them most effective:
Facebook
Best for: Local businesses, service providers, hospitality, events, charities, lifestyle brands.
What to post: Business updates, offers, events, customer testimonials, behind-the-scenes photos, and community news.
Why it works: Facebook’s local reach and sharing features make it ideal for building community and trust.
Instagram
Best for: Retail, food & drink, fashion, beauty, wellness, interiors, travel, and creative industries.
What to post: High-quality photos, short videos, Reels, Stories, product showcases, how-tos, and user-generated content.
Why it works: It’s highly visual, which helps you showcase your brand personality and aesthetic.
X (formerly Twitter)
Best for: Media, tech, news, sports, entertainment, finance, and personal brands.
What to post: Short updates, tips, trending hashtags, industry news, commentary, and quick customer service replies.
Why it works: It’s fast-paced and real-time - great for staying current and joining conversations.
TikTok
Best for: Brands with a younger audience (under 45), lifestyle, fitness, entertainment, education, food, and beauty.
What to post: Short, engaging videos - tutorials, behind-the-scenes clips, challenges, humorous or relatable content.
Why it works: It rewards creativity and authenticity over polish, giving smaller brands a chance to go viral.
LinkedIn
Best for: B2B companies, recruiters, consultants, finance, legal, SaaS, education, healthcare, and professional services.
What to post: Industry insights, company news, team introductions, thought leadership, client wins, case studies.
Why it works: It’s designed for professional networking and positioning your business as an expert in its field.
Pro tip: You don’t need to be everywhere. Choose 1–3 platforms where your audience naturally spends time, and tailor your content accordingly.
Stay Active (and Consistent)
One of the biggest mistakes new accounts make is going silent. If your page looks like a ghost town, people may assume you're not active - or worse, out of business.
You don’t have to post constantly, quality matters, but consistency matters too. Here’s a simple posting guide to help you stay visible without burning out:
Facebook: 2–5 posts per week
Instagram: 2–5 posts or Reels per week
X: 1–2 tweets per day
LinkedIn: 2–3 posts per week
TikTok: 3-7 videos per week
If time is tight, use a free or affordable scheduling tool or Meta’s own tools to plan ahead.
What About Metrics?
You don’t need to be glued to your analytics, but it's helpful to keep an eye on a few key stats:
Reach – how many people saw your post
Engagement – how many people liked, shared, or commented
Clicks – how many followed a link or call to action
This helps you understand what’s working and where you can improve. Most platforms offer built-in insights—take a peek once a week or once a month to spot trends.
Still Feeling Overwhelmed?
Don’t worry - it’s completely normal. Start small. Choose one platform where your audience is likely to hang out, post consistently and focus on building genuine connections.
And if it still feels like too much? That’s where our social media experts come in. Whether you need help planning, posting, or managing your social media entirely, Website Success is here to help.
If you’re interested in our social media management services, call our Chichester digital marketing agency today on 01243 888555 or click here to book a chat in the diary.
