Pick the right social channels #LikeABoss

Facebook or Twitter? Both or neither? Find out which ones your business can use to get the most out of your time

by AT&T Business Editorial Team

Unlike your outspoken, twice-removed uncle, your business needs to be on social media.

But what’s potentially worse for your business than having no social media presence is having too much. Instead, you should choose the most effective channels for your business, and focus only on those. If you’re starting out, or simply looking for guidance about the channels you’re on now, you’re reading the right article.

We’ve organized the advice below by your social goals for your business, and we’ve listed recommended social channels and the types of businesses that might benefit from them the most.

I want to show off my business with photos and videos

Most businesses should want to show off in some visual way. While it may be a bit more difficult for a local doctor’s office to think up constant picturesque content, a retail store or restaurant can benefit from this goal. Most social channel algorithms choose imagery and videos over all-text posts, so that’s even more of an incentive.

Recommended channels: Images: Instagram and Pinterest; Videos/Live Video: Facebook,  Instagram (shorter videos), Twitter, and TikTok; YouTube (longer video content)

Types of businesses: Restaurant/café, clothing store or retail, photography/ videography, travel

I want my business to have a constant conversation

Having a social media presence comes with the expectation that your business is responsive. This is especially true if your business benefits from back-and-forth conversation, or if you want to be a part of some other groups’ conversations.

Recommended channels: Twitter (good for public conversation), Facebook (good for taking public conversation private if appropriate)

Types of businesses: Handyperson, accountant, legal, pet care

I want my business to be looked at as a thought-leader

Providing advice or insights that are relevant to your business’s expertise can catch the eyes of new customers. It can also earn you even more trust from current customers. If you think industry news or your company’s blog is beneficial to post, think beyond Facebook.

Recommended channels: LinkedIn, Twitter







Types of businesses: Client-forward company, IT, marketing, consulting

I want my business to make announcements and host events

If your business operates on an RSVP-basis, you should be on a social site that supports your announcements and events. Perhaps the best example is a music venue, but another would be a restaurant that hosts wine tastings or other special events.

Recommended channel: Facebook

Types of businesses: Specialty stores, live music venues/bistros, popup shops, resale stores

I want my business to be off-the-cuff and entertaining

Traditional social channels can get boring, especially as you get into a rut. Plus, some businesses can really play up their fun side, but it might not fare as well in the Twittersphere, for example. Finding channels that embrace one-off, hilarious videos, or silly GIFs can bring your company’s personality to life.

Recommended channels: Snapchat, Tumblr, TikTok

Types of businesses: Party supplies, bakery, bicycle shop, theater


There you have it. While this certainly isn’t an exhaustive list of business goals, or social channels for that matter, you can at least start to experiment to discover the ones that will work the best for your business.

Understanding which social channels are right for your business is only the beginning. It’s important to remember that social media can do more than just help your customers locate & contact your business. There are ways to boost your presence on social media platforms to generate awareness, make sales, connect with your audience in an authentic way, and ultimately help your business thrive. AT&T Business and Fullscreen Media developed a powerful tool for your toolbox to help maximize your returns from social in a COVID-19 world – the Small Business Social Media Playbook

Download for free at att.com/SocialMediaPlaybook