Harness the Power of Social Media for Your Business

Social media apps displayed on an iPhone

In today’s technology-driven world, social media is the king of communication. Twenty-nine percent of all internet users with college degrees currently have Twitter accounts, while Facebook is used by a staggering 79 percent of American internet users. Additionally, most users check in with their favorite sites daily.

If your business doesn’t already use social media when communicating with potential customers, it’s time to get started. Even if your organization is already creating content for these platforms, it’s still possible to fine-tune your digital strategy. This guide to social media will show you how to use social media’s ever-growing presence to your advantage.

Create Unique, Engaging Content

With multiple brands marketing their services across social platforms, it’s obvious that creating excellent content is essential. Organizations must focus on keeping the audience interested while avoiding over-posting. Posts should engage and inform the audience while encouraging interaction. Instead of simply telling the user about the benefits of your product or service, try telling a story that illustrates what your brand is truly about.

Hand holding an iPhone and starting to login to the social media platform Instagram
With so many different social channels, there’s something out there that will work for your brand.

One of the best ways to tell your brand’s story is by using video. Video is a low-cost yet effective way to share information with users. While it may seem overwhelming to create a video-focused campaign, creating an editorial calendar can make the process easier. Digital media managers can use the calendar to determine what content should be released throughout the year.

Boost Your Content

In the marketing world, even the best and most interesting content on the internet is useless if no one sees it. While most social networking platforms are free to use, their services aren’t actually “free” for brands. Facebook only displays content that is relevant to its members, making it more difficult for marketers to grow their audiences organically.

If your brand currently has an active Facebook page, using a mix of organic and paid strategies can help you increase your posts’ exposure. To do this, supplement your posts with a pay-to-play plan, allowing each post to grow organically before paying to boost it. In addition to boosting posts, marketers can maximize their Facebook reach by utilizing conversion ads and acquisition ads.

Focus on the Metrics

Measurements are essential when it comes to determining an organization’s success. Using specific identifiers and custom links are a great way to track conversions. This allows you to understand which campaigns have been effective – and which ones should be tweaked or even eliminated. Looking at follower acquisition and list building are other ways to improve your social networking efforts.

When analyzing social networking metrics, it’s important to find key performance times to post the most essential information. You also should monitor post engagement, which reveals which topics and types of posts resonate most with users. This information allows you to grow your following by providing the content that your audience enjoys most.

Browser window displaying the Facebook main screen with the mouse pointer hovering on the Facebook logo
Facebook offers many ways for your company to interact with customers by creating groups, pages, or streaming live video.

Build Relationships with Content Partners

Whether it’s reaching out to similar businesses or enlisting the help of an influencer, creating partnerships is essential when building a strong presence across social platforms. When you connect with your audience through brands or individuals they trust, they are more likely to engage with your company. With peer-to-peer campaigns, fans can share your brand’s message with friends, exposing your brand to an even wider audience.

Creating media toolkits for your partners can help them stay on-brand when posting about your services. These kits contain suggested messaging, custom-made URLs, and other promotional materials they can use on social platforms.

Implement Targeted Campaigns

While targeted campaigns play an important role in both traditional marketing and SEO and social media marketing, there is one key difference to consider: A targeted social strategy can go viral, which can greatly increase your company’s online visibility. In fact, targeted social campaigns can be especially effective when driving online initiatives.

Using hashtags is one way to engage the audience about a specific cause or promotion. Encourage fans to use the hashtag when posting a photo or other media that is relevant to your brand. In addition to hashtags, Twitter Q&As, Facebook Live video, and Instagram takeovers are all great ways to encourage interaction among fans.

Final Thoughts

It’s never too late to harness the power of social networking to grow your business. Refer to this guide to social media when creating your company’s strategy, and you’ll be able to create targeted, engaging campaigns that increase your online visibility.

How to Effectively Communicate Your Brand Via Social Media

Avatar for Eric Steiner

Eric Steiner

Eric Steiner graduated with an MFA in professional and creative writing from Western Connecticut State University in 2014. He's worked on a number of professional writing projects with clients such as Pearson Education, WatchMojo.com, and Michael Mailer Films. Giving brands a voice is his passion.


Avatar for Eric Steiner

Eric Steiner

Eric Steiner graduated with an MFA in professional and creative writing from Western Connecticut State University in 2014. He's worked on a number of professional writing projects with clients such as Pearson Education, WatchMojo.com, and Michael Mailer Films. Giving brands a voice is his passion.