Facebook

• Huge reach (including the broadest range of audiences)
• Mobile users spend a lot of time on the app
• Some of the best targeting options available right now
• You can promote articles, videos, images and basically every type of content
• Facebook advertising and AdWords work really well together

• Almost zero organic reach
• The most competitive network
• Audience participates in distribution 
• Division in age 

Twitter

• Ideal for news, announcements, product launches, trending topics and punchy content
• A good place to promote/test content with strong headlines
• You get a quick reaction from your audience
• Engagement revolves around conversation
• A good source of traffic
• A great B2B branding tool

• Content lifespan is short (although you can republish)
• Twitter traffic often comes with low purchase intent
• Twitter advertising can be pricey
• Requires a lot of content

Instagram

• Rapidly growing user base
• Incredible engagement stats (10x more than Facebook)
• Connects you with millennials and Gen Z
• A great visual branding tool

• More about branding than selling
• Limited audience
• Needs strategic visual content