social media

A Social Media Guide For Businesses

The Importance of Social Media

Social media is everywhere nowadays. Anyone can use it for any purpose, which is why we’ve decided to put together a little social media guide for small to medium businesses, to give you an understanding of the most important social networks out there.


Facebook is the largest social network with over 1.23 billion monthly active users, 475 billion pieces of content shared daily and a virtual necessity for businesses to invest in social.

Facebook’s demographics consist of 65% 35 years old and over, and 60% of female users.

  • Pros: Fans are 79% more likely to purchase here than on any other social network. Facebook contains advanced ad targeting capabilities for massive audiences and it has powerful and valuable analytic insights.
  • Cons: The organic reach is low as Facebook promotes the “pay to play” and it is also saturated by all types of businesses which can make it difficult to stand out.


Twitter has 307 million active users which post texts, links, images and 6 second videos, called Vines, in 140 characters or less.

Its demographics is between 18-20 years old and Twitter’s has an increasingly female audience.

  • Pros: The customer service tool is very strong along with the analytics.
  • Cons: It has an expensive and limited advertising platform, and the posts have a short lifespan.


Instagram is a primarily mobile app with over 300 million users who share pictures and short videos between 3 and 15 seconds long. Its demographics is 37% between the ages of 18 and 29 with 68% females.

  • Pros: It has an untapped audience by many businesses and it is also Facebook owned which gives it great potential.
  • Cons: Instagram has no links, analytics or scheduling capabilities and its advertising platform is in early stages.


Pinterest is an online collaging resource for sharing inspiration and bookmarking links with 100 million monthly active users and counting, 79%  of which are women.

  • Pros: It has a strong receptive audience with buying power, it can also generate over 400% more revenue per click than Twitter and 27% more than Facebook.
  • Cons: It’s not effective for businesses with limited web presence or e-commerce and its skewed due to its highly female audience.

Google Plus

Google plus is a niche social network of 300 million user (though not very active), 31% of which are between the ages of 25 and 34 with 62% male users.

  • Pros: Google plus has great SEO benefits because it is owned by Google and it ties to Google Adwords and YouTube.
  • Cons: Its future is uncertain and it has a very large inactive user base.


LinkedIn is a network of 300 million registered users. It exists for company information, updates and recruiting. Its demographic consists mainly of blue collars or suburban users and it has a balance between genders.

  • Pros: LinkedIn is best used to establish your business or brand as industry leaders or authority and it is also a valuable recruiting tool.
  • Cons: The use of LinkedIn is unlikely to drive sales unless you are a B2B company.


Known as the mobile app for sharing pictures between friends, Snapchat has 100 million users and is rapidly growing. 71% of its users are under 25 years old and 70% of them are females.

  • Pros: You can find your customers based on where they live
  • Cons: It requires intensive resources and a lot of creativity to stand out.


This is it for our TUC social media guide, now it’s time for you to start capitalising on social media! For more info contact us at info@theurbancollective.com





Need help with your digital presence?
Contact us now to schedule your no obligation consultation with one of our digital marketing experts.