Most small businesses create a profile on every platform, post inconsistently on all of them, and conclude social media does not work. What does not work is being present without a purpose. One platform, used deliberately for a defined job, outperforms five maintained out of obligation.
Decide the job before choosing the platform.
Pick the job first
Social media can do several different things: generate enquiries, support existing customers, build credibility for larger buyers, or recruit. These need different platforms, different content and different measures.
A business selling to other businesses and one selling to consumers should not be on the same platforms doing the same thing. Choose based on where your buyers are, not on which platform is largest.
One platform, done properly
Consistency beats coverage. A regularly updated account on one platform builds an audience; five neglected profiles signal a business that has stopped paying attention, which is worse than not being there.
Close or clearly park the ones you are not using. An abandoned page with an old phone number costs you customers who assumed it was current.
Post with a reason per post
Every post should do one job: answer a common question, demonstrate the work, prove other people buy, or make an offer. Posting because it has been a few days produces content nobody asked for.
Show the work and the people. For most small businesses that outperforms polished marketing material, because it is specific and difficult for a competitor to copy.
Measure enquiries, not followers
Follower counts and likes are not revenue. Track how many enquiries arrive through the channel and how many become customers, then decide whether the time is worth it.
If you earn from recommendations or run paid promotion, disclosure is a legal obligation under the code administered by the Advertising Regulatory Board, and any customer data you collect carries duties overseen by the Information Regulator.
Frequently asked questions
Should my business be on every platform?
No. One platform used consistently outperforms several maintained out of obligation, and neglected profiles actively damage credibility.
How do I choose which platform?
By where your buyers are and what job you want it to do, rather than by which platform is largest.
What should I do with unused profiles?
Close or clearly park them. An abandoned page with outdated contact details costs you customers.
What should I post?
Content doing one job: answering a common question, demonstrating work, proving others buy, or making an offer.
What should I measure?
Enquiries received and how many become customers. Followers and likes are not revenue.
Further reading
Originally published in December 2018. Updated September 2026 into practical guidance on using social media deliberately in a small business.
