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TECH TALK WITH MIKE: Which social media platform is best for business?



Mike Gingerich

It’s the million-dollar question. Almost every business owner understands the benefits of social media. Some have already seen the sales benefits of social media success. From increased exposure to more leads and greater revenue, you stand to potentially benefit greatly. However, there are currently numerous social media networks, according to Influencer Marketing Hub. So, which social media platform should your business be using?

In reality, there’s not just one right answer to this question. The best social media platform for one brand may not necessarily be the best social media network to focus on for the next business.


To determine what’s best for your business, you need to answer four questions: are you B2B (business to business) or B2C (business to consumer)? Who is your target audience? What social media do they use the most? And, what are your social media marketing goals?


If you’re not aware of the distinction, B2B (business-to-business) companies sell to other companies, while B2C (business-to-consumer) companies sell to end consumers. Your social media marketing needs will be different depending on where you belong.

B2B companies typically use social media for brand development and lead generation. A recent study by Social Media Examiner also found that just over 50% of B2B marketers use social media to grow partnerships and gain competitor insights. As such, these businesses benefit most from social platforms designed for building professional relationships. These include LinkedIn, Facebook and occasionally Twitter.

B2C brands, meanwhile, use social media primarily to drive traffic, sales, and awareness. They strive to stand out by creating something unique and different. As a result, B2C companies are better off on social platforms that focus heavily on visual content. These include Instagram, YouTube and Facebook, largely in that order.


Your choice of social media platform(s) will also depend on your target audience’s identity. Remember, each social media platform has a different set of users with different expectations. Facebook users, for instance, are mostly connecting with family and friends while Twitter users are more about discovering breaking news and trending topics.

For this reason, you need to define your target audience, perhaps by creating buyer personas. Then, use the personas to determine where this “ideal” user is likely to hang out. Some of the things you want to know about your target audience include where they live, their average age, their gender, and their average income.


Knowing these details, as well as their occupation and hobbies, will help you better understand what these people look for on social media. This, in turn, will help you determine where they’re likely to spend their time.


Finally, ask yourself what you’d like to achieve from your social media presence. Why? Because you’re not just doing social media with your business merely for fun. Any business that uses social media, does so with a reason. Which more often than not ties back to the bottom line — profits, revenues, and sales.

Common social media marketing goals include brand awareness, traffic generation, boosting brand engagement, and improving customer service. Many businesses also use social media to generate sign-ups and new leads.

The social media platform(s) you choose should help you advance these goals. For instance, businesses seeking brand awareness would be wasting time on LinkedIn. Instagram and Facebook are much better options. Those seeking additional traffic, meanwhile, would be better off on YouTube as opposed to Twitter.


Every business needs social media in this digital age. However, you must be strategic in choosing your social platforms. Consider whether you’re B2B or B2C, know your target audience, and identify your social media goals. Otherwise, you risk wasting time and resources on platforms with little to no return on investment.

Mike Gingerich is president of Digital Hill Multimedia (, a Goshen, Indiana web design, web software and social media marketing firm. He is also a business blogger on tech, marketing, and growth. Find out more at

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All Sober’s explosive Facebook growth



All Sober

Image courtesy All Sober

Opinions expressed by Digital Journal contributors are their own.

When we look at the data on emerging brands building a community through social media, the numbers show just how difficult it is to achieve growth and authentic engagement. In the past few years, most brands have found that social media marketing is an uphill climb. 

According to a study from, the median engagement rate on Facebook for all industries is just 0.06%. However, there are exceptions. When we came upon the new addiction recovery platform All Sober, a site that officially launched in May, we were impressed by its social marketing strategy. We saw a growing, and more importantly, engaged community that was rallying behind a new startup. That initial impression was cemented further when we calculated its engagement. It was hovering just under 10% for the week—166 times the median percentage. 

A deeper dive showed that this was not an anomaly, nor was it the result of bots or fake engagement. This was a true community buzzing around a common passion, which anyone familiar with the digital marketing space will tell you is becoming increasingly rare. Add to that the fact that All Sober’s platform and apps launched less than six months ago, and it became crystal clear that it had tapped into something very special to achieve this level of explosive growth.

Considering how difficult it can be for new brands to stand out on social media (especially Facebook), we wanted to answer an important question: What is All Sober doing that so many others are not? The answer is surprisingly simple. 

What sets All Sober apart is its uncanny ability to elevate human stories and interactions to truly celebrate a very specific audience. Attention is a critical commodity in digital strategy, and the way All Sober has earned this level of lean-in and community participation is by honoring the accomplishments of people in recovery and putting a human face to the achievement of sobriety. For as long as people impacted by addiction have sought out help, the greatest strength of the community has been a strong sense of shared experience. 


All Sober taps into that spirit and honors the successes of everyone on the platform. Its Facebook page has become a place for people to celebrate their “soberversaries,” cheering them on and inspiring the community to understand recovery is possible.

All Sober’s success is apparent, especially when compared to other, more established names in the space.

For example, on Sept. 9, All Sober had a post go viral entirely on its own—no ad budget was placed behind the content, and it was driven exclusively by the community. Four days later, the post had garnered 718,000 reactions, 45,500 comments and 16.6 million impressions—organically. 

Naturally, this had an impact on the page’s overall engagement for the week. Despite having a fraction of the size of Psychology Today’s Facebook following (7.4 million likes), All Sober (31,000 likes) produced more than triple the engagement of this mental health juggernaut. And while one might think that this is an anomaly caused by a single viral post, All Sober’s outpacing of industry leaders such as Shatterproof (112,000 likes) and In The Rooms (154,000 likes) has been a constant since February 2022. 

The difference-maker is coming in the form of positive content marketing and strategic amplification. Here’s what that looks like in practice.

Whether it’s a month of sobriety or 25 years, there is a sense of hopeful celebration that makes these social platforms a place for participants to engage and chime in with their own victories, stories and tips. This inspirational platform has drawn in massive numbers of people who participate every day on the Facebook page, and it is the driving force behind All Sober’s peerless Facebook engagement rate. 

All Sober, like any new platform, amplifies content in the interest of gaining new, targeted, quality followers for the brand. But what makes its engagement numbers so remarkable is that none of the content itself is boosted. The organic participation makes All Sober a true innovator in the way recovery and sobriety is discussed online. 

“It’s fair to say that most brands, to one degree or another, rely on advertising to help their message stand out,” said John Oates, president of JPO Digital, which works with All Sober’s social media team to grow the brand. “But the normal KPIs with All Sober are starkly better than most other brands that we’ve seen, and I think that is a testament to the quality of the content we’re able to use and the story that the brand is telling.”


“I feel like many brands neglect the value of true storytelling, of really drilling down on what value you can deliver to the people who are viewing your content. All Sober has leaned into that beautifully, and we’ve been able to build a fever-pitch following as a result.” 

All Sober’s success on Facebook has inspired the organization to replicate that success on social media platforms like Instagram and Twitter, where it can continue to grow large followings with positive messages of shared hope and inspiration.

All Sober was born after its founders, Paul Gayter and Flora Nicholas, experienced the anguish of addiction firsthand. 

“Our loved one’s addiction led us to experience the problems that hundreds of millions of Americans faced daily throughout the addiction-recovery life cycle: searching all over the internet for help and information in times of crisis, for recovery group support, for treatment options, for sober communities and sober life information, and for resources to help them get jobs, among other things,” Nicholas shared.

“During our recovery journey, we recognized that there were major problems at every stage of the addiction and recovery life cycle—that existing solutions for people in need were fragmented, highly specialized, not available on the scale that the problem demands, or nonexistent.”

As a result, Nicholas and Gayter dedicated their lives to changing the narrative and improving the process for people seeking recovery and getting the help they need to navigate addiction. 

“The only way of alleviating the constant search for solutions was to bring together everything that people need and house it all in one platform. That inspired us to create All Sober,” Nicholas added. “And while we have many iterations left to implement, I’m proud to say that we built just that—a one-stop shop for addiction treatment , recovery and sober life.” 

All Sober is spearheading a movement intended to make sustaining and maintaining sobriety accessible to the people who are impacted by the global epidemic of addiction. Gayter, Nicholas and the leadership team understand better than most what people go through and the types of resources they need for sustained success. Those personal experiences are the inspiration behind building this community and platform around hope, sharing resources, and positive engagement. 


All Sober’s unprecedented social media success is a testament to its ability to tap into the inspiring stories of people who proudly celebrate their sobriety, while offering a forum and a wealth of resources for the hundreds of millions of Americans touched by drug and alcohol addiction.

By ending the stigmas associated with drug and alcohol addiction and embracing the community that understands just how common this disease is, All Sober has found a way to achieve enviable engagement numbers via a welcoming and open forum offering hope to those who need it.

To learn more, visit All Sober or

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