Not all social media is created equal. And while Facebook may be the world’s biggest social network by far, it’s not the only one. And it may not even be the best one for you to sink your time, money and effort in to as a small business.

The Facebook audience isn’t actually there to engage with businesses. People on Facebook are far more likely to be after updates and messaging from family, friends and social connections. In fact, that was originally what Facebook was made for. To connect people and bring them together. This means that posts from businesses, unless you’re utterly interested in what they are posting, tend to be low on the priority list for people – and therefore for what they see in their feeds and stories.

Instagram is a bit different. Over 80% of Australians on Instagram actually choose to follow businesses on there. Deliberately! And they enjoy interacting with businesses they love via likes and comments, when they see something that really resonates with them. This is largely because businesses on Instagram, rather than jamming posts full of words and hard-sell tactics, tend to go to more effort to produce beautiful and engaging photos and videos that reflect what their followers love about them.

LinkedIn has grown from a much-hated recruitment platform, to a full-scale content platform over the last five years. By opening up the ability to post articles, photos and videos to the platform, and build an audience of business people and professionals, LinkedIn has become a place where it is ok to show-off your products and achievements, as long as you are respectful of the people on the platform and don’t openly treat them as a field of leads ready to be harvested.

Pinterest, despite being very small in Australia, is a shopper’s paradise. Listing your products here, adding how-to guides and cute ideas on how to use your product in a customer’s real live world, can very quickly turn a passive viewer of your pins, to a raving customer who can’t wait to share what they’ve found with others. Even if very few others in your market even know what Pinterest is.

Twitter isn’t a space that is very receptive to the hard sell. It’s become a place to consume news and conduct conversations. And often those conversations can become quite heated.

Is there something in there that you think you appeal to you, as a business? And where do you think your potential clients would be most likely to be connecting with businesses like yours? If you’d like to suggest a topic, email [email protected] or find Clickstarter on Facebook.