In the past when a business wanted to reach out to as many people as possible, they would utilize radio, television, and print ads. Remember those? Deciding which media channel to export messages from was easier to manage back then because digital media was not the dominant force that it is now.

Currently, over 3 billion people around the world are on social media. Not only are people seeing strategically placed ads while browsing the web, but they are interacting with them as well.

Liking, sharing, and commenting on social media posts are just a few ways that people can interact with messages that they see constantly on major social media platforms like Facebook, Instagram, and Twitter.

If businesses want to get their messages across to a large and diverse audience, they must discover and acknowledge the power of social media. Below are the benefits of social media for business.

What are the Benefits of Using Social Media?

  1. Exposes more potential customers to a brand

    More people are on social media than ever before. Having access to such a large audience provides numerous opportunities for exposure for your business.

  2. Makes a brand more relatable and trustworthy

    When current and potential customers interact with a business’s social media pages, it leads to a familiarity with and bonding with the brand.

  3. Become a top industry insider

    The more successful a business is, the more others will look to that organization for insight in how to succeed in the industry.

  4. Stay relevant with fresh content and frequent feed updates

    Creating and uploading content on a frequent and regular basis allows a business to constantly show up on their customers’ feeds.

  5. Enhances loyalty to a business’ brand

    Familiarity with a brand leads to bonding with said business and overtime that bond grows into loyalty.

  6. Increases brand influence

    The more you post, the more followers you attain. Having millions of followers on a social media platform allows you to have a large platform to sway peoples’ opinions.

  7. More visits to the main website

    If people like a business’s social media page, they will want to find out more about the service that they provide by going to the main website.

  8. Creates leads

    More interactions with content lead to more leads, a.k.a. potential customers.

  9. Increases sales

    More interactions, more visits, and more sales.

  10. Collaborate with social media influencers to reach even bigger audiences

    If a business specializes in creating make-up products, collaborating with a popular beauty influencer, like Jackie Aina, would lead to more exposure to a product or service.

  11. Grow visibility organically

    Gaining a large following on social media does not happen overnight.

  12. Rise in search rankings through SEO

    Making the first page results of a Google search can be a game-changer for an up and coming business.

  13. Bigger lead-to-customer rates

    Turning potential customers into actual ones through call-to-action incentives is crucial to gaining more traffic and sales.

  14. Fulfills the needs and wants of the customer

    In order for a business to be successful, it must satisfy the needs and wants of the customer.

  15. Build links that connect with your original content

    Having backlinks from other sources that lead back to your main website is a surefire way to lead more traffic to your business.

  16. Utilize social media to adjust your target audience

    Take advantage of the analytic tools provided on various social media platforms to see who your content is attracting and make changes when needed.

  17. Make marketing campaigns go viral

    Use creative ways to gain attention (through challenges) of a business in a short amount of time.

  18. Propels conversions

    Convert potential customers into active customers at a higher rate.

  19. Advertise your content

    Promote your business through posts, tweets, sharing a review, etc.

  20. Utilize #hashtags to bolster the reach of your content

    Using hashtags, especially if they are popular, makes it easier for more people to find and see your content.

  21. Update and create content frequently to keep customers in the loop

    Stay consistent and stay up to date.

  22. Prioritize the customer through providing top-notch service to keep followers satisfied

    The customer is always right.

  23. Customize your ads around the audience that your business wants to target

    Use creative design and font tools to create advertisements that attract the people you want to use your products or services.

  24. Keep an eye on the competition

    Keep your followers close and your enemies closer.

  25. Monitor and regulate the company’s reputation

    It is harder to restore a tarnished reputation than it is to create one. So, start off on a good note and pay attention to how business representatives interact with consumers.

  26. Interact directly with your customers and your audience

    Responding to a comment, like a tweet, and sharing a customer’s review can make a person’s day.

  27. Gain more knowledge about your customers

    If you do not know your customer, you will not know how to satisfy their needs.

  28. Tailored advertising/marketing strategies and campaigns to gage specific demographics

    Every age group (Baby Boomers, Gen Xer’s, Millennials, etc.) is drawn to different types of marketing strategies.

  29. Re-strategizing

    When a campaign strategy falls flat regroup and readjust, then try again.

  30. Stay on the cutting edge of current events within the industry

    Having industry knowledge and insight is key to being a trendsetter and a dominant force.

What are the Disadvantages of Social Media for Business?

  • Businesses can receive backlash from online initiatives in real-time
  • More vulnerable to social media faux pas
  • Digital campaign messages and posts must be coherent and detailed
  • Results are not always instant
  • A lot of devotion to time and labor is definitely needed to run multiple social media pages
  • The services that a business is offering is not going to attract or please everyone
  • Must be proactive in protecting customer information online and staving off hackers from accessing the company’s social media pages

Final Thoughts

When a business decides to create social media pages for their business, not only must they know the message that they want their intended audiences to receive, but also understand the strengths and weaknesses of each platform that you are utilizing.

For instance, if a company wants to show consumers interacting with their products through short-form videos Instagram would be more advantageous to use than say Facebook.

Knowing the tools, demographics, and what a business is trying to convey with their message are crucial aspects of creating a successful social media campaign.

Social media has become the bridge or digital channel to accomplish these goals. As with anything, there are pros and cons to using social media. But the pros greatly outweigh the cons when it is utilized efficiently.

Acknowledging the powerhouse that is social media is the first step to successfully navigating the digital aspect of running a business.


Kierra Benson is an alumnus of the University of North Texas at Dallas with a Bachelor’s degree in Communication and Technology. She previously completed an internship at a local newspaper and worked as a content creator for a small online business. Her goal is to work in the media industry in writing/editing and advertising. She has always been fascinated by how messages are marketed in the media to influence the masses and sell products. Connect with her on LinkedIn.