How To Use Social Media Effectively For Your Business

Remember when all you could do on social media was write a status and change your profile picture – just us?

Well, since then, social media marketing has become increasingly more important every year, and so knowing how to use social media effectively for your business is a top priority for any company. With the likes of Instagram, Tik Tok, Twitter and Facebook adding more and more features, it is now easier than ever to promote your business using social media.

However, social media marketing is not just a matter of simply posting content, here are the four key elements to consider when learning how to use social media effectively for your business:

  1. What is social media marketing
  2. Social media platforms
  3. Audience
  4. Experiment with your content

1. What is social media marketing

Firstly, let’s establish what social media marketing is and what it entails. Here at Millrace Marketing, we treat social media marketing as a platform to harness the power of storytelling through producing social media graphics and content that creates lasting relationships with your audience.

In order to use social media effectively to promote your business, you must have a plan and a goal, whether that’s to expand your audience, market your new products and campaign, or to simply connect with your audience and build a relationship – or why not all three!

Social media is a fantastic marketing tool as not only can it be used to sell and promote your products and services, but it can also drive traffic to your website and build brand awareness.

2. Social media platforms

There are so many social media platforms out there, all with similar functions yet different features, and all have various audiences and users too. Therefore, you should take the time to consider which platforms are best suited to your business:


Facebook allows for fast instant messaging and high-quality live videos and streaming.


Instagram supports more visual content and graphics that are short in length.


Twitter is best for live alerts and updates.


LinkedIn is the most “professional” and is best for longer written posts.


Pinterest is also visual but is more about discovering content than socialising.

3. Audience

Know your audience

Social media is – you guessed it – a very social place, and with millions of users, social media platforms are the perfect place to launch and promote your business to a wide range of people.

Now of course, every company has a more specific target audience, and it is essential to know who these people are and what they expect from your business.

Audience data and analytics

You might be wondering how to tailor your content to your targeted audience – well – most social media platforms now offer audience analytics, such as age, gender, location, and how they found you, such as hashtags, their feed, stories etc.

With this data, you can start to produce content that your audience responds best to, and this will ensure that your content engagement is always high.

Engaging content

Like any relationship, knowing who you’re talking to helps a great deal, and the same goes with knowing your audience. The more you know about your targeted audience, the easier it will be to create content that will engage them. Content engagement is a priority with social media marketing; therefore, you should create content that your audience will want to:

  • Read
  • Interact with
  • Repost as their content 

Build relationships

That being said, it is also important to remember that your social media platform gives you the opportunity to build a relationship with your audience, whether they’re new or existing customers. So, being authentic and not “salesy” with your marketing techniques will often gain you consumer exposure, and the chance to turn consumers into customers.

4. Experiment with your content

It’s all good having a tried-and-true social media strategy, however, Alexander Flemming discovered penicillin by accident, so if you tried something different in your content plan, you could uncover a new strategy that works even better than the classic.

There are a few things you could try changing up to test the waters and see what works well and what doesn’t land with your audience.


A huge benefit of most social media platforms is that they allow for a variety of content formats, from a picture to a video, or an infographic – and let’s not forget about posting stories too!

If you’re only posting one type of content formatting you could be missing out on another vein of potential audience members that you haven’t tapped into yet, and therefore limiting your audience reach.


Studies have shown that there are certain times on specific days that work best for audience engagement and reach, so try experimenting with these factors and see what gains you the most content interaction and implement it into your content strategy.


Hootsuite has said that the optimum number of hashtags for a post on Instagram is between five and nine, as anything more could be flagged as spam. However, five to nine hashtags are quite limiting, especially if you are trying to expand your audience and gain brand awareness.

Trying variations of relevant hashtags could help your business reach new consumers, in turn helping to promote your products and services.


Adding a location to your post or story is often something that is overlooked, but adding this small detail will help social media platforms recommend your profile and business to similar people in the area. Again, this will build brand awareness and help you connect with your local consumers and customers.

Measure your performance

Content planning and experimenting is all about tracking and measuring your content’s performance. Make sure to analyse what is working well and what isn’t, your audience interactions will allow you to adjust your social media content plan to the findings and aid in your business’s development.


  • Know your audience
  • Build relationships
  • Create engaging content
  • Experiment with your content strategy
  • Track and measure your engagement

To find out how to create the perfect content plan and the best tools to do so, read our guide on ‘How To Plan Content’ on our blogWant to find out more about Millrace Marketing? Contact us about our services on 02922 801280 or email

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