Nowadays, everyone is familiar with social media. Businesses all around the world are incorporating social media into their everyday tactics. Why has it become so popular and successful?

Let’s rewind back a few decades. In the 90s, email was something businesses were trying to figure out. But just like the phone, it gradually became a successful way to communicate with people. Now, it’s social media. Platforms such as Facebook, Twitter, Instagram and LinkedIn allow businesses to have online communications dedicated to community-based input, interaction, content-sharing and collaboration. People use it because it works.

So why should you consider it as a tool and not a strategy?

The truth is social media changes every day. Unlike email and phone, updates are constantly being added to the social media platforms, which is constantly keeping people are their feet. Asking a company about their social media strategy simply cannot be answered, and here’s why –

Communication is Key

Look at how essential a fax machine was to people in the 80s, 90s and even early 2000s. Every business used them because they offered a cost-effective and efficient way of distributing documents. Shortly after the fax, was email. Today, emailing documents is faster and easier than having to fax them. The success of a communication system relies on how many people are using it. The more people using the platform, the more effective it is.

Now, let’s take social media. Much like the fax machine and now email, social media relies on ubiquity. Whether you are a large business, small business, older generation or a millennial, social media is quickly rising to a similar stature like the fax machine and emails. These social platforms are being used for engaging with current and potential clients, marketing products, promoting brands and communicating with everyone more efficiently.

A Content Distribution Tool

While social media platforms offer a new line of communication, that still has no effect on the vision of your company. What do we mean by this?

At the end of the day, if you’re communicating via social media or email, conducting marketing campaigns on big billboard ads on Facebook, your business is still the same at the end of the day. As a company, you will see a lot of changes in the way you market, communicate and conduct your business as you grow. But at the end of the day, your business and product are still the same.

What do we mean by this?

Social media does not change the vision or concept of your business, or your relationship with customers, but it does play a big effect on your brand recognition. People can’t utilize social media to its full potential without the brand being solid. Social media also provides you with another way to distribute information and content. It’s up to you, to utilize it within your business, just like businesses once did with emailing and faxing. When looking at it from the big scheme of things, it is simply a content distribution tool. It shares words, pictures, sounds and videos, but in order for it to be effective and successful, you have to use it the right way.

Build a Business Strategy

So the next time someone asks you what your “social media strategy” tell them you don’t have one! You use it as a tool within your business strategy. Think about what your company is striving build by using social media.

1. What is your company’s vision?
2. What are you trying to achieve?
3. How will you get there?
4. What tools will help you along the way?

Social media is part of what is asked in the fourth question. Social media is a tool—and a very powerful one at that. Use this tool in your business strategy!

Let us help you with your social media strategy to help achieve your vision and goals.