A company social media profile is often the first place a customer checks a company even before visiting the website. Several basic things therefore matter: a clear name matching how the company actually presents itself, a description explaining what it does and for whom, a working link to the website or to a specific landing page, up-to-date contact details, and opening hours for physical locations. A business account type also unlocks statistics and advertising tools that a personal account does not have. An underrated element is the pinned post, which should answer the visitor's question of what you offer and what to do next. Profiles whose last post is from a year ago look worse than no profile at all, so it is worth limiting channels to those the company can actually keep up.
See also: Directories and consistent company data, Trust signals, Content pillars.
