Going Social: How to Leverage Social Media for Business Success

April 30, 2023 | Written by: Caitlin Moore

Social media has become the frontrunner in the modern-day marketing game. With millions of users worldwide, it’s a powerful tool for businesses to reach their target audience and promote their brand. However, with so many brands competing for attention online, it can be challenging to stand out. To help you make the most of your social media marketing efforts, here are some best practices to follow:

  1. Understand your audience as individuals. Consider the bystander effect: this theory suggests that individuals are less likely to take action or feel responsible if they’re in a group or surrounded by other people. When crafting marketing messages or advertising campaigns, it’s important to remember that your target audience is made up of individual people with unique needs, preferences, and behaviors. Addressing them as a group or using generic messaging can make it harder for them to connect with your brand or product. On the other hand, by addressing your target audience directly and tailoring your messaging to their specific interests and pain points, you can create a more personalized experience that resonates with them and encourages them to take action. This can result in better engagement, increased conversions, and a stronger brand-customer relationship.
  2. Choose the right platform. Not all social media platforms are created equal – they each serve different purposes. Maximize your impact and reach by choosing a platform that best aligns with your marketing goals and target audience. For example, LinkedIn is great for B2B marketing, while Instagram is better for B2C marketing. Remember that you do not have to be present on all the platforms if they don’t serve a purpose for your business. In fact, it may create a diluted presence and create opportunities for inconsistent messaging in addition to being a time and resource drain.
  3. Consistency is king. While quality continues to beat quantity, posting regularly is essential to building a strong online presence. Only commit to posting as many quality pieces of content that you can reasonably create. If posting everyday reduces the quality you are able to produce, post every other day or stick to a certain number per week. This will build trust with your customers and maintain engagement levels.
  4. To get engagement, you must engage. Social media is a two-way street. At its core, social media was created for connection. Respond to comments and messages promptly and participate in relevant discussions in groups or on pages. Allow your audience to see the humans behind your brand – this is where real connection is made.
  5. Measure your results and edit accordingly. Each social media platform offers analytic tools to track engagement, reach, and other key metrics. Develop a routine of checking these tools on a monthly basis to ensure that you are consistently enhancing your marketing efforts.

Forbes Magazine states that “consumers gravitate to brands that are hospitable, humanized, and relatable, and expect companies to interact with them in a meaningful way that goes beyond an advertisement or product listing” (Kowalewicz). Keeping this in mind while leveraging your social media presence can help build lasting relationships with your audience, resulting in lifelong customers and advocates for your business.


Caitlin Moore

Communications & Events Coordinator