"Every small business owner needs social media to some degree - for exposure and to be able to reach people. It would be a major disadvantage not to have a presence, even if it just acts as another reference point, so customers can gain a better understanding of the business and legitimize it."
"To determine what platform is best [to focus on], you need to understand your demographic. In general, if you're trying to reach Gen Z, you'll want to put more effort into TikTok. Find millennials on Instagram and Gen X and boomers on Facebook."
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