Inexpensive and able to reach a significant amount of people instantly, social media is one of the best marketing resources for small businesses. In fact, Yahoo Small Business notes that 50 percent of shoppers have made a purchase based on a recommendation through a social media network. However, maximizing the potential of these channels requires more than simply posting every few days and hoping something sticks.

Because each social media channel has its own personality and attracts various types of visitors for different reasons, success in promoting your content depends on how well you understand the nuances of each platform. Before you begin posting:

• Determine how well your business fits with each platform.
• Start with one channel and then add another in a few months. Regularly evaluate all efforts to ensure your time is being well-spent on a particular site.
• Create a publishing calendar. Consistency is more important than quantity so you want to publish on a regular schedule.

In addition to Facebook and Twitter, LinkedIn, Pinterest and StumbleUpon are worth investing in. Here are some tips for succeeding on these social media channels:

LinkedIn

The professional networking channel is a tremendous asset for B2B marketing and establishing your company as a knowledgeable, credible resource in your industry. The platform works well for promoting services and products that professionals and other businesses can use rather than as a method for attracting general consumers.

Publish teaser posts on your LinkedIn wall to direct traffic to useful, informative content that offers concrete answers to business problems. The social site also now offers a blog publishing platform, which is an ideal way for small business owners to build their reputation. While you can cross-post your blog on your own website and LinkedIn, consider issuing new content on the network to attract more attention.

Pinterest

Create a Pinterest Business account. Unlike a personal account, this allows you to post a blurb about your company and a backlink to your website so that visitors can easily access your other content.

Because Pinterest is an image-based platform, your blogs need engaging photos. Make sure to only post original pictures, preferably of the products you want to promote. This strategy is more likely to attract attention and does not violate copyright laws. Several free Creative Commons and affordable image galleries are available online, including Flickr, iStock and Dreamstime.

How-to and lifestyle content perform well on Pinterest. Build inspiration boards around each blog, pinning the article and its corresponding image directly from your website. Browse Pinterest to find other pins that complement but don’t compete with your topic. This provides visitors with a valuable resource they want to bookmark and attracts attention from other pinners, who might opt to repin your article or start following your channel.

StumbleUpon

With a vast and varied readership made up of people who are looking for quality content, StumbleUpon has the potential to drive large volumes of traffic to your website’s blog. Make sure your website has a StumbleUpon icon that enables readers to quickly post your content on the social media site.

You can “seed” your content by posting your own blogs to StumbleUpon, but this strategy does not guarantee the articles will get seen and shared. Increase your chances by building up your network and voting on other people’s sites.

Catering your posts to the specified social media site will allow you to successfully reach a larger audience. And by strategically posting on these social media platforms, your business can expand its presence and gain the following necessary to help your business continue to prosper and generate more sales.

Looking to expand the visibility of your message via Twitter? PR Newswire's SocialPost distribution can help.