Social Media 101

Social Media 101

Mark Raffan

Social media constantly changes—and quickly. Sharing effective content can have a powerful impact on your audience.

Staying aware of the latest trends helps you target your audience. Here is a look at some of the big platforms and how they can help your business thrive.


YouTube is the most used social platform and is the second most visited site in the world. Most audiences are using this video sharing site. So businesses who want to target a broad demographic can benefit from it. Users can watch, share, like, comment, and upload videos. Video content allows new visitors to discover a company they normally might not have. Several types of videos are useful. One of the most common is the explainer video, which goes on the homepage of a website, a product, or a landing page. Other options are vlogs (video blogs), interviews, tutorials, product demos and reviews, testimonials, and ads.


Facebook is just behind YouTube as the top used platform. People spend the most time on the social networking site—the average daily time being 58 minutes. With over 1 billion daily viewers, Facebook can effectively promote products and services to a broad audience. Customers also have more time to interact with brands. With such a wide demographic—teens, adults, and seniors—any business can benefit from it. They also offer highly targeted ads, allowing companies to target their audience with factors like age, gender, location, interests, and career.


The photo and video sharing platform’s popularity is on the rise, especially with the under-30 crowd. This makes it a great tool if you aim to promote your brand to younger clients. A business account provides access to tools and features that help share your story. Use Instagram to share professional-looking photos. Instagram stories help market products and services and get your brand to followers that might not typically see them. As well, live stream videos can display products, show aspects of your business, or answer questions live through comments.


This social news platform allows users to communicate in short messages called tweets. It’s also a powerful social marketing tool where you can find the latest information about any topic. With over 300 million active users, it’s a great way to reach and connect with new audiences—especially affluent millennials. Twitter is free, but there are plenty of options to promote your account through paid advertising. The platform can help businesses create social media campaigns, increase sales, increase brand recognition, and improve customer service.


This is the social network for professionals. LinkedIn can be used to display resumes, search for jobs, and professional networking. It’s a great resource to build relationships with potential customers, clients, and partners. It provides opportunities to collaborate with other professionals and share business and industry knowledge. LinkedIn is ideal for home-based businesses and freelancers to build their business and careers and stay connected to the outside world.


The multimedia messaging app is evolving—and frequently. Initially, Snapchat focused on private person-to-person photo sharing. Now, it has a range of features: live video chatting, sending short videos, messaging, and sharing a chronological story broadcast to followers. As a business, you can take advantage of this and promote your brand by posting your story regularly. Promote your Snapchat account on other channels, offer promo codes, promote new products, and provide behind the scenes access to your business. The majority of Snapchat users are 24 and under, so it’s ideal for targeting younger customers.  


TikTok is a platform to watch. The most downloaded social media app worldwide in September 2019 is especially attractive for those wanting to reach younger audiences. TikTok allows users to create and share short 15-second lip-sync, comedy, and talent videos. Users can also upload their sounds for people to lip-sync to. TikTok is relatively new to the business world, so it’s less saturated than other platforms. It’s also cheaper to advertise on with far fewer users competing for sponsorship and ad placements. TikTok has a fun and welcoming atmosphere and is perfect for a business that wants to promote the entertaining and exciting parts of their brand. 

Mark Raffan

Mark Raffan

Mark is a serial entrepreneur and lover of marketing and influence. Mark built the #1 negotiation podcast in the world and is an expert negotiation, influence, and persuasion coach that has coached executives and their teams in some of the largest companies in the world.