Social Media: The Polarizing, Yet Necessary Evil

Whether you’re team Love Social Media or Team Hate Social Media, you need to accept one key point: Social media is necessary when it comes to building your brand.

Does that mean you need to be on every single platform? Definitely not. If you sell dog hats, then you likely don’t need to be on LinkedIn. And if you work with corporate clients, then TikTok may not be right for you.

Now, when I say that building a social media presence is important, here’s what it’s important for:

• Brand awareness

• Brand personality

• Customer engagement

• Customer service

• Generating leads

• Driving traffic to your website

• Influencer marketing

💥 Notice that I did NOT mention SALES!

If you want to generate consistent, predictable sales on social media, then leveraging Meta ads, Google search, and advertising across your other target platforms is the way to go. Because that’s what advertising is supposed to do: generate sales.

But — about to ruffle some feathers here — organic social media is NOT advertising.

It’s for building connections.

So — what am I trying to say? Don’t measure the success of your organic social media strategy based on sales.

How DO you measure organic social media success?

• Social referral traffic to your website

• Post engagement rate (I’ll argue that Saves and Shares are paramount, followed by Comments and Likes)

• Follower growth

• Share of voice

Want to see how some top brands are leveraging organic social media without trying to push sales? Check out this manypixels blog on just that.

Happy Bootstrapping!

— Diana

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PAULA FARIS | Founder: CARRY™ Media, Carry Media
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