What’s The Point Of Social Media?

Understanding the Value of Social Media

Many established businesses still wonder about the real point of social media, even in today’s digital-first world. This uncertainty is natural, especially for companies that built their reputation before social platforms became mainstream. Yet, the impact of networks like Facebook, Twitter, and Instagram on how we connect with customers is now too significant to overlook.

Why Businesses Question Social Media

• Unfamiliarity: Many traditional businesses may feel out of their depth with rapidly changing platforms and trends.
• Measuring ROI: It can be challenging to track the direct business impact of social media efforts.
• Resource Concerns: Managing social media requires time, staff, and creativity, which can be daunting for small teams.

Social Media by the Numbers

• 1 in 5 people worldwide log into Facebook every day.
• If you have 100 customers, approximately 20 of them are active on Facebook today.
• This statistic is a global average and can vary based on age, location, and interests.

Consider the reach: with a strong Facebook presence, you have a daily opportunity to engage with a fifth of your customer base. This means sharing news, responding to feedback, and building relationships is easier and more immediate than ever. Now, imagine the effect when you expand to other networks where your audience spends time.

Expanding Your Reach with Multiple Platforms

• Multi-channel presence: Customers are active on different platforms depending on their age, interests, or profession.
• Consistent messaging: Sharing your brand story across several networks increases recognition and trust.
• Increased touchpoints: More platforms mean more opportunities to connect, answer questions, and provide value.

The Expanding Social Media Landscape

Facebook is just the start. Businesses now have access to a range of social platforms, each offering unique ways to reach and connect with their audience. Choosing the right platform depends on your goals, audience, and the type of content you want to share.

Major Platforms and Their Strengths

• Twitter: Perfect for quick updates, real-time engagement, and jumping into trending conversations.
• LinkedIn: Best for B2B networking, building professional authority, and sharing industry insights.
• Pinterest: Tailored for visual discovery, especially for brands in lifestyle, retail, and creative niches.
• Instagram: Focused on visual storytelling through photos, videos, and creative content.
• Your Blog: An owned platform ideal for sharing deep-dive content, thought leadership, and updates.

Case Study: Engaging a Local Audience

A local bakery wanted to increase foot traffic and online orders. By sharing daily specials, behind-the-scenes videos, and responding to customer comments on Facebook and Instagram, they saw impressive results:

• 15% increase in daily foot traffic within three months
• Online orders doubled after showcasing products and interacting with followers in real time
• Customers began sharing their own photos of the bakery, creating organic word-of-mouth marketing

Other Real-World Examples

• Retailer: A clothing shop used Pinterest to share seasonal fashion boards. This led to a 20% uptick in web traffic from Pinterest referrals.
• B2B Firm: An IT company posted thought leadership articles on LinkedIn, attracting new partnership inquiries and job applicants.

The Shift from ‘Push and Sell’ to ‘Show and Tell’

Traditional marketing focused on pushing out messages and hoping for sales. Social media has changed the game, shifting success to showing value and telling stories that invite your customers to participate. This approach, called permission marketing, seeks your audience’s consent before engaging with them.

What is Permission Marketing?

• Engaging people who have shown interest in your brand
• Building trust by offering value before asking for anything in return
• Encouraging two-way conversations instead of one-way promotion

Asking for Permission: The Right Way

Before sharing your message, ask simple questions:

• “Would that be of interest to you?”
• “Would you like to hear more about it?”

These questions create space for genuine interaction and help build long-term relationships. Customers are more likely to listen, engage, and eventually buy when they feel respected and included.

The Role of Great Copywriting

Effective copywriting is at the heart of social media. It informs, entertains, and persuades without being aggressive. Good copywriting:

• Focuses on the audience’s needs and interests
• Uses authentic and conversational language
• Encourages action, whether that’s sharing a post or making a purchase

For example, a well-written post about a new product not only describes its features but also tells a story about how it solves real problems for your customers.

Taking Action: Getting Started with Social Media

Steps to Launch Your Social Media Presence

1. Define your goals: Are you looking to increase brand awareness, drive sales, or improve customer service?
2. Choose your platforms: Pick networks where your audience is most active.
3. Create valuable content: Share stories, tips, and behind-the-scenes looks that engage your followers.
4. Engage regularly: Respond to comments, answer questions, and join conversations.
5. Measure and adjust: Track what works and refine your strategy over time.

Helpful Resources

• Explore 20 ways to build brand awareness for practical tips and inspiration.
• Consider joining the International Copywriters Association to develop your content and connect with experts.

Final Thoughts

Social media is more than just a trend, it is a powerful tool for building relationships, sharing your story, and growing your business. By understanding the unique strengths of each platform, focusing on permission-based engagement, and mastering your messaging, you can unlock the full potential of social media for your brand.