Social media allows for unprecedented levels of direct engagement with customers – current and potential. However, not all businesses are suited for the same type or intensity of social media involvement. Understanding whether your customers are actively seeking you on social media, and if they are the right type for social media engagement, is the first question to ask when planning new marekting initiatives. A well-planned strategy and consistent effort can turn social media into a powerful tool for business growth, while a mismatched approach can lead to wasted resources.

So let’s examine in detail the value of social media, assess the types of customers likely to engage with businesses online, and offer best practices for successful engagement, including why businesses should prioritize human connection over overt sales tactics. By recognizing that “you get what you put into it” and learning to approach social media with intention, businesses can maximize their return on investment in the long term.

The Value of Social Media for Business

Social media offers a unique platform where businesses can potentially reach millions of users almost instantly. It levels the playing field, allowing smaller businesses to compete with larger companies by creating content that resonates with their target audience. However, the promise of social media isn’t just in its ability to reach people — it’s in how businesses can use these platforms to build relationships, increase brand visibility, and foster loyalty.

Key benefits of using social media for business:

Brand Awareness: Social media offers visibility. With billions of users on platforms like Facebook, Instagram, and TikTok, businesses can connect with potential customers who may not have otherwise discovered them. The ability to target specific demographics and interest groups helps businesses find the right audience.

Customer Engagement: Customers now expect businesses to be accessible and responsive on social platforms. Engagement — whether through likes, comments, shares, or direct messaging — creates a two-way conversation between businesses and customers. This level of interaction fosters stronger relationships and trust.

Cost-Effective Marketing: Traditional advertising methods, such as print or television ads, can be expensive. Social media, on the other hand, can yield returns on a smaller budget if done correctly. Paid ads on social platforms allow for precise targeting, ensuring your marketing budget is used efficiently.

Real-Time Feedback and Market Research: Social media allows businesses to gather instant feedback from customers. Whether it’s a product launch, a new service, or general customer sentiment, businesses can quickly gauge public reactions and adjust strategies accordingly. This immediate feedback loop can also serve as invaluable market research.

Improved Customer Service: Many customers now turn to social media to resolve customer service issues. It’s become a norm for businesses to offer customer support through platforms like Facebook Messenger. Swift responses to customer inquiries or complaints can build goodwill and demonstrate a business’s commitment to its clients.

SEO and Online Presence: A strong social media presence contributes to a business’s overall online visibility, helping to improve search engine rankings. Active social media profiles that drive traffic back to a business’ website can increase domain authority and signal to search engines that your brand is reputable.

seven 20-somethings demonstrate their social media engagement on their smart phones

Are Your Customers Looking for You on Social Media?

Before diving head first into a social media strategy, it’s important to understand whether your customers are actually looking for you on these platforms. Not every business benefits equally from a social media presence, and certain industries will naturally see more success than others.

Business-to-Consumer (B2C) vs. Business-to-Business (B2B) Customers

B2C businesses tend to thrive on social media platforms due to the nature of their customer base. Everyday consumers are more likely to spend time on social media, interact with brands, and engage with entertaining or informative content. B2C companies, especially those in retail, hospitality, and entertainment, often find great success with social media by showcasing their products, promoting deals, and building an emotional connection with customers.

On the other hand, B2B businesses face a different scenario. While platforms like LinkedIn are designed for professional networking and may be highly beneficial for B2B marketing, traditional consumer-oriented platforms (Instagram, TikTok) may not offer as much value. That said, even B2B businesses can leverage social media for thought leadership, industry insights, and targeted ads to connect with potential clients.

senior couple relaxing together and viewing social media on her phone

Demographics and User Behavior

Before committing to a social media strategy, consider the demographics and behavior patterns of your target audience. Younger consumers (Millennials and Gen Z) are typically more active on platforms like Instagram, TikTok, and Snapchat, while older consumers (Gen X and Baby Boomers) may prefer Facebook and LinkedIn. Understanding the platform preferences of your audience will help you focus on the right channels and content types.

Businesses should also analyze how their audience uses social media. Are they browsing for entertainment, shopping, looking for information, or seeking customer service? Identifying the purpose of your audience’s social media use will help tailor your engagement strategy.

Are They the Right Type of Customers for Social Media Engagement?

It’s important to differentiate between customers who are merely on social media and those who are likely to engage with your brand. Passive users might scroll past your posts, while active users are more inclined to interact, ask questions, and eventually make a purchase.

Customers who are likely to engage with your business on social media often share these characteristics:

Interest in Your Products/Services: They are already curious about what you offer and are looking for more information or ways to connect with your brand.

Comfort with Online Communication: Some users prefer face-to-face or telephone interactions, while others are more comfortable using social media for communication and transactions.

Active Participation: These customers are not just passive followers. They leave comments, ask questions, share posts, and engage in conversations with your business or other customers.

A good social media strategy will identify and target these active users, cultivating a loyal online community that can drive further brand awareness through word-of-mouth marketing.

social media activity showing how pervasive it is over a city landscape

Regular Posting and Staying Relevant

Regular posting is essential to maintaining an active presence and staying on top of your audience’s mind. However, it’s important not to post for the sake of posting. Your content must add value to the audience, whether it’s educational, entertaining, or insightful. Posting schedules may vary depending on the platform, but staying consistent — whether it’s once a day or a few times a week — is at the core of keeping your audience engaged.

Scheduling tools such as Buffer or Hootsuite can help businesses manage their social media calendars, ensuring a steady flow of content even during busy times.

Answering Questions and Engaging with Followers

A big part of building relationships on social media is actively engaging with your audience. If a follower comments on your post or asks a question, responding promptly is vital. This interaction shows that your business is attentive and values its customers’ input. Moreover, answering questions quickly, especially those related to products or services, can lead directly to sales.

Social media platforms are not just broadcasting tools; they are conversational spaces. By fostering discussions, businesses can create a sense of community around their brand, which can lead to customer loyalty and advocacy.

a neon sign shows 0 likes, a symbol for being ignored on social media

Being Less Salesy: The Power of Authentic Engagement

Social media users are bombarded with ads and sales pitches. To stand out, businesses must focus less on direct selling and more on human engagement. People prefer doing business with brands they can relate to, and building an emotional connection is at the heart of achieving this.

Storytelling Over Sales Pitches

Rather than constantly promoting products, consider using storytelling to humanize your brand. Share the history of your business, highlight employee stories, or showcase the impact your products have had on customers’ lives. Storytelling helps foster a deeper emotional connection, making your brand more memorable and relatable.

Showcasing Customer Success Stories

Highlighting real customers’ experiences can be a powerful way to build trust and authenticity. Whether through testimonials, case studies, or user-generated content, showcasing how your product or service has solved problems for real people can create a sense of trust and relatability.

an asian woman, spurred to make a purchase while interacting with social media pulls out her credit card to pay on her phone

People Do Business with People They Can Relate To

Social media is about people connecting with people. The businesses that succeed on social media are those that understand this principle and put the human element first. Authenticity, relatability, and trust are what turn followers into loyal customers.

Personalization and Authenticity

Consumers appreciate brands that feel human, rather than faceless corporations. Engaging in a personal, authentic manner can help businesses build stronger, more meaningful connections with their audience. This means using a conversational tone, showing the people behind the brand, and being transparent in communications.

Building Trust

Trust is built over time, and social media offers a unique platform for businesses to earn it. Regular, honest communication, active listening, and addressing concerns or complaints in a timely manner all contribute to building long-term relationships with customers.

Part of a Larger Strategy

On its own, social media is a powerful channel to utilize, but it’s only part of a complete marketing plan. Each business has its own strengths and weaknesses and tailoring the channels used to best promote it takes research, discussion and planning with subject matter experts from the business and marketing professionals who understand how audiences react and how to connect with them.

We’d be happy to sit down with you and talk it over.

Infinity Reef is a small, nimble agency that outperforms for its size and responds well to client engagement and collaboration. Contact us and we’ll be happy to have an unhurried, in-depth conversation with you.