Updated 7 October 2026
Social media is useful when it reaches your customers and supports a clear business purpose. You do not need to maintain every platform.
Choose the audience and role
Ask where your customers already look for information and what they need from you. A platform might support discovery, examples, event updates or customer questions. Give it a role instead of posting everywhere by habit.
Create a small content plan
Use current work, practical tips and answers to common questions. Obtain permission for customer stories and images. Keep account ownership under business control and name the person who checks messages.
Review the business result
Track suitable enquiries, visits to useful pages and the staff time involved. Do not judge the whole effort by followers or likes. Keep important service information on your own website too, where it can remain available if a platform changes.
Your next move
Choose one platform and a realistic month of useful posts. ITG can help create a consistent visual template and a clear website destination.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!