Armed with this knowledge, work out which of the major social media platforms is best suited to achieving your goals. Facebook, for example, offers a number of targeted advertising opportunities and it is easier to focus on very specific demographics through the site.
Instagram takes a more visual approach and tends to be more aspirational, with a focus on lifestyle while Twitter is a platform where people go for news and information.
LinkedIn gives users the ability to showcase their personal profile and the ability to demonstrate credibility in your specific industry.
Don’t forget about the emerging platforms such as Snapchat and TikTok – these are great at appealing to a younger audience.