Social Media Channels – what content should you be posting where?

Keeping up with social media, the different channels, the changes to algorithms and everything in between is quite literally a full time job.

One month you might think you have nailed in in terms of great content that your audiences are engaged with and then next thing you know a social media channel has a change in algorithm and your great content is no longer being seen, let alone getting that same fabulous engagement.

After working for years in the social media space, the piece of advice I give all clients is continue to review and understand who uses the social channels and how they use them, because chances are algorithm updates will be made to suit the needs of that channels users (it is good business sense after all).

Even though your customers or clients might be on multiple channels it is worth noting the same piece of content is not going to cut it. Can you repurpose that same great piece of content? Absolutely! But it is worth noting the differences in the channels and how people use each one.

A couple of useful websites I like to regularly check on and see who is using the various big sites and how is:

Sensis: Here in Australia, the team at Sensis public a Social Media Report each month.

Social Media News: Also does a great summary each month and is a great way to keep on top of the new kids on the block in the social space and how they are growing in popularity.


So, what about the channels and how do people use them? We take a look at the big 5 we use regularly for our clients:



Facebook is used predominantly for news. News about your friend’s lives, actual news happening in the world and other life events that are important to Facebook’s users.

Generally people will check their Facebook a few times a day and scan their newsfeed for content or news from friends they are interested in. They also visit it A LOT.

According to the latest Sensis report: “Frequency of Facebook usage has gradually increased since 2011, almost doubling from 16 visits per week to 31 in 2015. Females tend to go on Facebook more often than males and frequency is much greater in younger demographics, especially under 30s who check in nearly 50 times a week on average.”

So what does this mean for you?

If Facebook is an important channel for your business, you need to make sure you share engaging content – that educates or entertains. It needs to be useful and newsworthy and if strikes an emotional connection all the better.



Instagram is a positive place to be. Being a visual tool, it is full of inspiring and uplifting imagery.

Instagram is a great place for brands too, however make sure you use images of real moments and authentic images. It is not a place for stock images.

Instagram is a place where people will connect and engage with brands and people that make them feel great, uplifted and inspired.

Think about ways you could make your ideal customers on Instagram feel inspired and uplifted and create imagery to suit. And , finally, to help people find you make sure you research relevant hashtags.



Pinterest is a visual search engine that shows great visual content. People who use Pinterest use it again for inspiration and ideas – including design, recipes, fashion, gifts, decoration and resources (such as useful infographics, printables and worksheets).

Pinterest is not a place where people engage necessarily with people they know and their friends. It is definitely a place for brands and people from all over the globe with likeminded interests.

So how do you use it for your business? Quality imagery and infographics are essential. Again you need to inspire.




Twitter is about participation. Participation in conversations and trending topics and staying up to date.

I must confess to being personally hopeless at regularly tweeting, but like so many for trending news and conversations about current affairs I am there watching. It is my go to as I know many journalists, industry leaders and influencers are there live tweeting events as they happen.

On Twitter, people will follow people who are influential or of interest in the industries in which they work.

They also use it to reach out to brands for immediate feedback, so it is often a widely used customer service tool.

It is important to remember twitter is fast paced, so if your customers are utilising it as a customer service tool you need to be quick to respond.

Hashtags on trending topics are useful on twitter and don’t forget to use images to help your content stand out in the fast paced feed of Twitter.


linkedinLinked IN:

Think of Linked IN as an online CV. Linked IN is not for socialising, it is very much for business.

People use Linked IN to keep abreast of industry news and updates and are very much in professional mode when using it.

Consider creating or joining groups on Linked IN if you are in the B2B space, plus make sure you have a company page as well as your own personal profile up to date.


So in summary?

All of these social media tools have their place, but hopefully you can see they each play a different role for consumers. Facebook for example is about connection – connection with friends and family, but also brands when done well. Whilst Instagram is a place people go to feel uplifted and inspired and Twitter is about breaking news and customer service often.



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