An agency of the Ministry of Industry, Investment & Commerce, the JBDC is Jamaica’s premier business development organisation working collaboratively with government, private sector, as well as, academic, research and international communities.



Mobile (Digicel)


14 Camp Road, Kingston

Social media for business is no longer optional. It’s an essential way to reach your customers, gain valuable insights, and grow your brand.  Traditional media advertising such as newspaper, radio and television, continues to be a challenge for small businesses which are plagued by fiscal constraints. Fortunately, the advent of social media has presented an affordable means of advertising for businesses within this category. With options for sharing free or minimal paid, social media has to be part of your marketing strategy in 2024.

Social media is an essential way to reach your customers, gain valuable insights, and grow your brand. If you’re avoiding this powerful communication tool, you’re missing out on an incredible opportunity to connect with an audience.

The Entrepreneur Weekly shares some insights on how you can optimise social media for business. But first, here are a few things you need to know:

There are numerous social media platforms available, each with its unique features and audience. Some of the most popular ones include:

  • Facebook: Great for building community and customer service.
  • Instagram: Ideal for visual content and younger audiences.
  • Twitter: Good for real-time updates and customer engagement.
  • LinkedIn: Best for B2B marketing and professional networking.
  • You-Tube: Good for building brand awareness through storytelling.
  • TikTok: the new kid on the block, is effective for short, engaging video content targeted at younger demographics.

Social media offers platforms to reach billions of people. According to Hootsuite:

  • 90% of Instagram users follow a business.
  • 3% of Instagram users worldwide say they use the platform to follow or research brands and products.
  • 70% of users are open to seeing ads when watching videos on Instagram.
  • 66% of Facebook users visit a local business page at least once a week.
  • 69% of online shoppers who use Meta platforms (Facebook, Instagram, WhatsApp, Threads, etc.) weekly made purchases after seeing personalised content on Facebook or Instagram

While it’s tempting to be present on all platforms, it’s more effective to focus on the ones that align with your business goals and where your target audience spends most of their time. Quality over quantity is key.

Here are 10 dos and don’ts to maximise the effectiveness of your business’ social media page.


  1. Have a Clear Strategy

   – DO: Develop a comprehensive social media strategy that defines your target audience, goals, and key performance indicators (KPIs). This will guide your efforts and help measure success.

  1. Engage Consistently

   – DO: Post regularly and interact with your audience through comments, likes, and shares. Consistency keeps your audience engaged and your brand visible.

  1. Leverage Visual Content

   – DO: Use high-quality images, videos, and infographics. Visual content is more engaging and can help convey your message more effectively.

  1. Optimise Your Profiles

   – DO: Ensure your profile, bio, and contact information are complete and up-to-date. A well-optimised profile can help people find and trust your business.

  1. Use Analytics

   – DO: Regularly track and analyse your performance metrics. Tools like Google Analytics, Facebook Insights, and Twitter Analytics can provide valuable insights into what’s working and what isn’t.



  1. Avoid Over-Promotion

   – DON’T: Overwhelming your audience with promotional content can be a turn-off. Aim for a balance between promotional and informative or entertaining content.

  1. Ignore Negative Feedback

   – DON’T: Ignoring or deleting negative comments can harm your reputation. Address issues professionally and promptly to show you care about customer feedback

  1. Post Irrelevant Content

   – DON’T: Posting content that isn’t relevant to your business or audience interests can dilute your brand message and confuse followers.

  1. Use Inconsistent Branding

   – DON’T: Ensure your social media branding is consistent with your overall brand image, including logos, colour schemes, and messaging. Inconsistency can confuse and alienate your audience.

  1. Ignore Platform-Specific Best Practices

   – DON’T: Each social media platform has its own best practices. For example, hashtags are effective on Instagram but may not be as useful on LinkedIn. Tailor your content to each platform’s nuances.

JBDC – Digital Jamaica Project

The Jamaica Business Development Corporation (JBDC) is committed to fostering the digital transformation of businesses in Jamaica. A recent survey conducted by the JBDC revealed that only 59% of Micro, Small and Medium-sized Enterprises (MSMEs) have created or updated social networking profiles in the last 5 years.  Despite this level of utilisation, the data implies that there remains a segment of MSMEs that are not yet fully leveraged social media platforms.

Through the European Union Sponsored Digital Jamaica Project.  The JBDC, an agency of the Ministry of Industry, Investment and Commerce, will increase the capacity of entrepreneurs in digital technologies.   The Digital Jamaica Project aims to equip businesses with the digital tools and skills necessary to thrive in today’s economy. This includes leveraging social media effectively for marketing and customer engagement.

Subscribe to our mailing list for the latest updates and how you can participate in JBDC initiatives –



Corporate Communications