Start with your customers, not the platform
Ask where the people who buy from you actually spend time, and what they'd want to see from you there. A local trades business, a tourism operator and a B2B manufacturer will each get a different answer.
What each platform tends to suit
Facebook still reaches a broad local audience in New Zealand and works well for community, reviews, events and local advertising. Instagram suits businesses with something visual to show: food, places, products, design and before-and-afters.
LinkedIn is where B2B buyers, professional services and recruitment get traction. TikTok and YouTube can work brilliantly if you can commit to regular video.
Consistency beats coverage
An account that posts well every week does more than four that post in bursts. Choose the platforms you can keep up with, plan a simple monthly rhythm, and reuse content across them where it fits.
Organic and paid do different jobs
Unpaid posts mostly reach people who already know you, which is useful for trust and staying top of mind. Reaching new customers usually needs some paid promotion, targeted by location and interest.
Measure what matters
Likes are nice, but track what social brings to the business: website visits, enquiries, bookings and the questions people ask after seeing a post. Then do more of what works.