Social media 101: Back to basics

As we kick off 2026, we can safely say that most people know the basics of social media or at least know the everyday platforms.

The average person knows how to use social media for personal reasons, but not everyone knows how to run a business account.

To get started, you must consider what platform is right for you, and then you need to figure out what content to post that fits your company’s brand and image.

A few things to consider when forming your presence online are:

⦁ Tone: Consider if you want your company to have a lighter voice online or a more serious one.

⦁ Frequency: How often are you realistically able to post? Think about whether it is maintainable in the future.

⦁ Content: What type of content do you want to post? Do you want to post multimedia content such as images and videos?

Once you have an idea of how you want your company to look online, everything else will come together.

▶ Choosing the right platform

There are a handful of social platforms out there, but not all of them pertain to you and your business. The main platforms to consider are Facebook, LinkedIn, X and Instagram.

Every business should start on Facebook. It is the most-used platform by the public (outside of YouTube), with 3.065 billion monthly active users in 2025, according to Sprout Social.

LinkedIn has also taken a front seat for businesses and professionals. The platform is best used to stay up to date on industry developments and to network with other professionals.

It is a great tool for learning as well. LinkedIn offers LinkedIn Learning classes where you can learn the basics of social media marketing, creating online content, recording video and more.

▶ Deciding what to post

When using social media, images are your friends. Social media posts with images typically perform better, and on a platform like Instagram, images are essential.

If you are unsure of what types of images to post, here are a few examples:

⦁ Your products or services

⦁ Your team, whether it is wishing one of your members a happy anniversary or showing them working on the job

⦁ Showcasing your company culture with images from outings and activities

⦁ A graphic wishing your customers happy holidays

For a simple graphic, canva.com is a free platform with ready-to-use backgrounds, graphics and texts that you can tailor to your brand.

▶ Frequency of posting

When starting out, don’t overwhelm yourself by posting nonstop on social media. There is such a thing as overwhelming your customers and flooding their feed.

To begin, try posting once a week and build from there. The first week, post an image of your team and introduce your company, your company’s values and the services you offer. The next week, post a photo of a crew member on-site to showcase your services.

Once you feel like you’re in a good rhythm, post twice a week. Steady posting is key to maintaining your audience.

The options are endless, and there is no right or wrong way to manage your company’s social media. Find what works for you and what best represents your brand.

Sydney Fischer is the senior digital media specialist for LP Gas magazine. She can be reached at sfischer@northcoastmedia.net.

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