social media platforms best for small businesses
Picture of Carmen Leung

Carmen Leung

Carmen is Source Online's Director of Client Services, and holds a Bachelor of Business Administration with a major in Accounting, diplomas in Finance and Accounting, and a certificate in Business Administration.

Social Media for Small Businesses: Which Platform is Best?

Social media marketing is increasingly necessary for business owners. According to a Sprout Social survey in 2021, 43% of consumers rely on social media platforms to learn about new brands and products. Additionally, 62% of the same pool of consumers felt companies without a strong social media presence were less likely to succeed in the long run.

We can easily see that a business’s social media presence may be almost as significant as a robust and reliable online bookkeeping system from the above data. 

In addition to meeting a customer’s expectations, ways that a small business can benefit from social media include:

  • Inexpensive marketing opportunities
  • Customers can find your business more easily
  • Connect with local community members
  • Compete against bigger businesses
  • Drive sales
  • increase customer loyalty and engagement

Creating a Facebook page, Twitter account, or LinkedIn profile for your company won’t help streamline your company’s payroll management processes. Still, it will help to establish your company’s brand as one that’s worth your customer’s time and money.

What Social Media Platform is Best for My Business?

Before investing hours creating the perfect online profile for your small business, explore the different platforms available. Every program is unique, and not all will suit your business. 

It’s best to put effort into a social media platform best aligned with your business’s goals.

Finding the Right Social Media Platform

When selecting the social media platforms you’ll use to support your business, take time first to identify your business’s current goals. Consider both long and short-term aspirations.

For example, if your goal is to increase foot traffic to your storefront, you’ll likely prefer a platform that can quickly and easily share your business’s address and hours of operation. 

Or, if scaling your operations in the coming year is important to you, a platform that promotes professional connections is likely a good choice.

When choosing a social media platform to represent your business, decide what purpose an online presence will serve and how that will benefit your company. When exploring that idea, the following questions can be helpful.

Who is the business trying to reach? 

Do you want to reach customers in a specific geographic area? Or, is connecting with audience members across the globe of greater value to your business? 

The social media platforms you choose should allow for connections with your ideal customer where they live.

What type of connections are you seeking?

What kind of connections or relationships would you like to grow from social media efforts? Retail and e-commerce businesses may prefer a platform that increases their ability to reach new customers. In contrast, a software development company may opt for a channel to educate current clients on a new product or service.

Who will be in charge of content for my business’s social media?

How many team members will need to access your business’s social media, and what process will be in place to approve posts before publishing? 

If you plan to outsource your social media or enlist in-house employees to curate content, you’ll need a platform that multiple users and devices can easily use.

What type of media content would I like to share?

Will the content you share primarily be images, videos, links to relevant professional content? Or, a little bit of everything? 

The type of content you share will largely determine the right social media platform for your small business.

Will paid advertising be a component of my social media strategy?

Not all platforms allow paid advertising opportunities. If online ads are a goal of your marketing strategy, make sure to choose a platform that supports this.

Social Media Platforms Preferred by Small Businesses

Small businesses are inherently different from large corporations. They often have to do more with less to scale their enterprise and remain profitable. Social media platforms that are best for small businesses in 2022 include:

Google Business Profile (formerly Google My Business)

  • Allows local customers to find your business easily.
  • Customers can leave reviews
  • Communication with customers is possible


  • Number one social media platform in the world.
  • 83% of Canadians have a Facebook account.
  • Free for businesses to use.
  • Paid advertising opportunities


  • Google favours websites with a Twitter account.
  • Easily communicate with local businesses and clients.
  • 80% of Twitter users are affluent millennials.


  • Over 65 million corporate decision-makers are on LinkedIn
  • Professional platform to reach new employers and employees
  • Ideal for B2B businesses and employers looking to hire professionals.


  • Over 130 million shopping posts are tapped by users each month.
  • Ideal for e-commerce and retail businesses.
  • Can use paid advertising.

Source Online Bookkeeping Supports Small Businesses

Social media should be a key part of every small business’s operating strategy. However, not all platforms are created equal. Small businesses should use the ones that best suit their business goals and integrate with their team and operating finances.

What social media platforms does your small business work with? Is there one that you love and drives your business goals further? Tell us about it in the comments below!

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