Welcome to aea365! Please take a moment to review our new community guidelines. Learn More.

What Social Media Platform Is Best for You and Your Industry? by Jessica Byrnes

Jessica Byrnes
Jessica Byrnes

Hi, I’m Jessica Byrnes, and I’m a member of the AEA marketing team.

Did you know that 92% of marketers say social media has helped increase their business exposure? Essentially: If social media isn’t already a part of your marketing model, you’re missing out on a huge opportunity!

However, it’s important that you spend your time and energy wisely online. Instead of creating an account on every single social media platform, consider focusing your efforts on two to three key platforms that have the most appeal to your target audience.

To determine what platforms might be best for you and your evaluation practice, check out my quick run-down below on a few of the most popular options:


Facebook remains one of the most widely-used platforms today, and is great for reach, engagement, views, and driving traffic to a website or blog. Plus, with a business account, you have access to powerful advertising tools and in-depth analytics.


Photo-centric Instagram is best for brands, publishers, and influencers in lifestyle industries that post highly-visual content. Features like live video and Instagram Stories aid in making your business relatable, and since the platform is housed on users’ smartphones, your content is guaranteed to be accessible on the go.


While LinkedIn is primarily a platform for professionals to connect and network, it’s also a major hub for jobs, news, industry updates, and insights. Because of its professional focus, LinkedIn is an effective platform for sharing longer-form informational and educational content with like-minded individuals.


Twitter is best for those who want to proactively engage with other industry leaders and be a part of the digital conversation around a particular topic?. Keep in mind that the platform is fast-paced and concise by nature, so successful content should mirror that: relevant and to-the-point.


Any business that can add value through video content is perfect for YouTube, especially if there is a how-to or do-it-yourself element. After all, videos (made well) have the potential to be much more engaging than plain text alone.

Ultimately, the social media platforms you choose to use are up to you. What platforms are you already using, and which ones would you like to try? Comment below!

Do you have questions, concerns, kudos, or content to extend this aea365 contribution? Please add them in the comments section for this post on the
 aea365 webpage so that we may enrich our community of practice. Would you like to submit an aea365 Tip? Please send a note of interest to aea365@eval.org. aea365 is sponsored by the American Evaluation Association and provides a Tip-a-Day by and for evaluators.

2 thoughts on “What Social Media Platform Is Best for You and Your Industry? by Jessica Byrnes”

  1. Hi Jessica,
    I am a Behaviour Consultant pursuing my professional Masters in Education and I am currently learning about program evaluation. I felt drawn to your all of your posts regarding the effective use of social media and the amazing opportunities it brings to connect with others around the world, and in collecting useful information.
    Thank you for tips on the benefits and use of different social media outlets. I especially liked your breakdown of the more popular social media outlooks and what area of expertise would best benefit from them individually.
    Although social media and the internet as a whole are readily available at our fingertips, I still find that some are reluctant to incorporate it as a tool or support in learning. I think some are reluctant to dabble in to it because information can be falsified or come from unknown sources.
    I was wondering if you have any suggestions on how a program evaluator can make better use of social media when conducting a program evaluation.
    I’m interested to see what your thoughts are on this. Thank you for your time.

  2. As an individual educator would it be PERFECTLY (emphasis added) acceptable to have no social media platform at all?

    Assign a book (even at university bookstore prices), handout a printed syllabus on the first day with assigned readings and designed test dates and launch into a Socratic dialogue for the rest of the term. Make students actually read and develop critical thinking skills or street smarts. While the institution as a whole is investing in social media for its marketing and identify development

Leave a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.