Which social media platforms are right for your business?

Facebook, Instagram and Twitter – strengths and weaknesses

Traditional methods of marketing have become a thing of the past and businesses are turning to social media platforms to connect with consumers.

The public relations team at Adoni Media have become experts in effectively using multiple social media platforms to produce successful growth for their business

Here are the pros and cons of each platform to help you decide which works for your business.



  • Targeted advertising – Facebook allows you to target specific demographics, based on location, age, gender and interests.
  • Customer service and feedback – Allows a two-way communication between businesses and their customers. You can directly message clients as well as see feedback left in comments.
  • Monitor and improve – Facebook tracks data from your “Facebook Insights” to see what content works best for your business.


  • Cost – To get the most out of Facebook, it’s worth investing in paid-for advertising.
  • Negative feedback –With a ‘comments section’ on every post, unhappy customers can voice complaints in a public way. It’s important to handle responses carefully, as you’ll be under scrutiny from your audience.
  • Resources and skills – Finding staff who are well trained in managing the page is essential. They’ll be responsible for creating content, responding to enquiries, complaints and developing a positive reflection of your business.



  • Efficient engagement – Instagram is easy for people to use, by scrolling and double-tapping when they like a post. People find it easier to digest more photos than blog posts or eBooks.
  • Hashtags – By using relevant hashtags on your posts, you can capitalize on real-time trends, as well as creating your own hashtags relevant to your business to widen your following.
  • Subtle advertising – By sharing just images, you have the opportunity to engaged with your audiences in a way that adds value to your business and isn’t overly salesy.


  • Images only – You need to be mindful of the images posted on your page because offensive, irrelevant or low-quality pictures will have people skipping past your posts and unfollowing your page
  • Not clickable– Instagram doesn’t allow you to post direct links in captions meaning you’ll need to think of a creative way to draw your audience to visiting your website
  • Harder to advertise – It’s difficult to target local markets on Instagram as they have fewer options of narrowing down your target audience and you must rely more on ‘organic traffic’.



  • Brand identity – Twitter can help communicate your brand ethos and personality, which appeals your business to your target audience,creating good social PR
  • Researching trends – you don’t have to use Twitter to necessarily “tweet”; researching or following tweets can give you a good idea of trends and current topics that users are interested in.
  • Generating leads – Tweeting about special offers or new products can encourage your followers to find out more, which leads to potential sales.


  • High traffic – There are 6,000 tweets each second and 500 million tweets a day. It can be hard getting your business noticed amongst thousands of other accounts that are tweeting more than you
  • Building a following – Building a solid following on Twitter is tougher than any other platform and it can become expensive when starting out.
  • Distracting – With so many users and Tweets every second, it’s easy for your audience to become distracted and click bait to other people’s pages.

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