Each social media platform has it’s own specific audience that could have an impact on your business. Our recommendation is always to be active on all social media platforms, but segment your content to speak to the different audiences on each platform. DO NOT do simple cross-posting of the same content across all social platforms. LinkedIn, for example, is obviously professionals and job seekers. Post company information and updates on that site. Facebook typically skews a bit older these days, so family related content and event-based content is always a winner on that platform. Instagram is millennials for the most part. High-quality imagery combined with fun, quick videos will help you grow on that platform. All other platforms follow the similar plan of having a specific demographic that is the most active. TikTok for GenZ, for example. Be sure your social media agency understands these audiences and crafts unique strategies for each platform to maxmize social value.