How to Use Social Media to Build Your Business
In today’s digital-first world, social media isn’t just a communication tool — it’s a powerful platform to grow your business, connect with customers, and build lasting brand awareness. Whether you’re a solo entrepreneur or managing a growing company, here’s how to use social media effectively to support your business goals.
1. Choose the Right Platforms for Your Audience
Not every social network suits every business. For B2B companies, LinkedIn and Twitter (now X) are ideal for thought leadership and industry networking. For B2C businesses, Instagram, Facebook, and TikTok offer visual storytelling and product promotion opportunities.
Action tip: Start with two platforms where your ideal customers spend the most time and master those before expanding.
2. Create Valuable, Shareable Content
Your followers don’t want constant sales pitches. Instead, post content that educates, entertains, or solves a problem. Think blog snippets, behind-the-scenes videos, customer stories, or how-to guides.
Pro tip: Use a mix of video, images, infographics, and short-form text to keep your content fresh and engaging.
3. Engage Consistently and Authentically
Social media is not a broadcast platform — it’s a two-way conversation. Respond to comments, like other users’ content, and join relevant conversations in your industry.
Consistency matters. Post regularly, even if it’s just a few times a week. Tools like Buffer or Hootsuite can help schedule posts in advance.
4. Use Hashtags and Location Tags Strategically
Hashtags increase discoverability. Use a blend of trending, niche-specific, and branded hashtags. For local businesses, geotags and location-based hashtags (like #TorontoPlumber or #ChicagoBakery) help attract nearby customers.
5. Track Performance and Optimize
Social media success is part creativity, part analytics. Use built-in platform insights to track what’s working — and what isn’t. Pay attention to engagement rates, reach, and click-throughs.
Tip: Don’t be afraid to tweak your strategy. Trends and algorithms change, and your content should evolve with them.