There will always be your preferred method of social media. The original mostly being Facebook as it was always encouraged to have a Facebook page for your business. But then along came Instagram and changed the game with its visual representation of products and services i.e. coffee shops, eateries and attractions. It was also much easier to reach a wider audience with Instagram, due to the nature of the platform being open and public and the reliance on hashtags and location tagging.
Then there is Twitter. Many often overlook Twitter because they either don't use it, don't get it or don't see the point of using that platform. However, it should be considered how others use that platform and how it could potentially benefit your business or audience.
For example, many councils and local authorities use Twitter as a means of communication with the community. It's an incredibly fast and efficient way to get information out to the masses with links and rich media as required. It can be retweeted/shared instantly and relevant organisations can be 'tagged' in any tweet to get their attention.
Instagram doesn't really have a 'share' feature. Certainly not on the scale of Twitter. Facebook does offer sharing, but this is mainly within a closed network of people you are friends with. Twitter on the other hand has a powerful ability to reach a large amount of people instantly.
So for example, getting back to councils and local authorities. They use Twitter to announce road closures, works, events and updates to their followers. They will be followed not only by members of the public, but other organisations too, like charities, service providers and other businesses.
Let's say your business is a small mechanics garage. Winter is coming and you offer new tyres, snow tyres, replacement windscreen wipers etc. You write and publish a PSA (Public Service Announcement) informing drivers how they should adapt their driving habits in the winter. This PSA is good, useful information for all of the community and general motoring advice. You could tag your relevant local council, breakdown organisations, tyre brands (that you stock) and wiper brands (that you stock).
The local council may retweet this because it informs the community of relevant seasonal driving advice. They're sharing good advice.
The breakdown services may retweet this as it offers their customers useful advice to help keep them safe on the road.
The tyre and wiper brands may retweet this as it's an opportunity for the public to take heed of this advice and purchase new tyres or wipers they manufacture.
All of which publicises your content and indirectly, the service you offer being promoted by relevant businesses and organisations.
See the graphic below to visualise how one piece of content can be distributed across ONE social media platform, in this case; Twitter.
A huge resource of content we've written to help you understand social media.