Social Media: Does It Matter?

Written by
Gabriel N. Elizondo
Published on
March 18, 2024

In the past, a considerable amount of money was required to advertise. The cost of professional commercial production and ad placement alone was a large part of the annual budget. Even if one had all those resources, it would still take months for production, scheduling, placement, and even more time to see the results of an ad.

But now, social media has empowered us with a global platform for our brands and the ability to see the impact of our efforts, instantly.

How Big is the Potential Audience? Big. Really. Big.

Here’s a quick rundown of the potential reach or how many users may possibly see your content. Granted, if you’re running a targeted ad, your potential reach will vary but think of the sheer possibilities with so many active users waiting to see your ad.

Facebook has 2 billion active users.

Instagram has 2.4 billion active users.

LinkedIn has 1 billion active users.

X has 556 million users.

and TikTok has just over 1 billion active users.

For 30 seconds of ad space during the Super Bowl, costs start at $7 Million. That’s $7 million dollars for 115 million potential viewers to see 30 seconds of an ad, once.

For 90 seconds of your brand’s offerings on Instagram, that has 2.4 billion active users a day, it costs you $0. Your content may be viewed multiple times a day.

Building Your Brand on Social Media

Is my brand’s social media page as important as my actual business?

Your online presence is just as important as your onsite presence. We live in a digital world and that means matching your real brand with your digital brand. 

The key here is consistency. From your logos, color palette, typography, and imagery to the way your brand writes captions and comments, everything must be consistent with who your brand is in real life.

Jake and the Donut

Imagine you visit a donut shop down the road here in Arlington Heights. It’s a fantastic place. They have a QR code printed on their paper bags, so you scan it and head to their Instagram. The donut shop's Instagram branding matches the logos on the napkins in front of you. The short video you watch, that was posted that morning, shows how they made the donuts you just enjoyed. The text that pops up on the short video says “Look at these delicious beauties. Fresh at 5 am. We’ll have them ready for your 9 am Zoom.” The caption talks about the quality of the ingredients and how Jake, who baked them that morning, is a dedicated student and avid fan of Master Chef. You look up and see Jake at the register, then glance back at your donut.

It’s consistent. 

It’s authentic. 

It’s something you’ll tell your friends about.

So you reshare the video on your account that garners a few hundred views from your friends that live in the area, and drive more business to this donut shop that deserves it.

This experiential advertising tactic cost the donut shop: $0.

Which Platform Works for Me?

There are over 15 major social media platforms out there today.

Luckily, you don’t have to be on all of them. Ask yourself the following questions to determine which one works for your business:

  1. Who is my audience? As in, demographically, who is looking for your brand? Are they the Gen Z’er’s (13 - 27) looking for entertainment, Millennials (28 - 43) looking for lifestyle services, Gen X’er’s (44 - 59) looking for investment opportunities, or Baby Boomers (60 - 79) looking for new ways to party?

  1. What platform do they use? It’s no secret that Gen X’ers are on Facebook (along with Baby Boomers), Millennials are on Instagram (Facebook is for their parents), Gen Z is split between Instagram and TikTok, and Gen Alpha should be doing their homework.

  1. What content do they prefer? Everyone has a preference and that preference determines their receptiveness to new content. Does your audience prefer long education-based articles on investing (LinkedIn) or 60 second drone videos about football (TikTok)? Those answers will give you a direction towards the right platform.

Creating Compelling Content: What Type of Content Do I Make?

It depends on what matters most to your audience, and what form of content they prefer.


Wendy’s Twitter account became known for its hilarious wit and playful feuds with other fast food accounts. The Oklahoma Department of Wildlife Conservation (OKDWC) became known for its meme-centric comedy and on-going cougar jokes. The OKDWC saw 319,000 users engage with the tweet you see here. Wendy’s tweet saw 4,997 users like their response to a trite comment. These two posts drove a ton of brand awareness at $0 costs for advertising.

If your audience prefers educational content, consider how you can teach your audience about why your services matter to them. Perhaps a video walking them through how taxes are filed, why they matter, and how your audience can save a ton of cash.

If they like to be entertained, consider how you can incorporate your brand into the forms of entertainment they love the most. Are they car fans? Create content of a 1969 Ford Mustang delivering your brand’s savory donuts. 

Engaging with Your Audience: Who’s There? Your Business.

Engagement is the main goal for any social media presence. When your audience reaches out to comment, direct message, share, or respond to your content in any way, it’s an indicator that your messaging is working. It’s also a buying signal.

This is the magic of social media branding. Creating content that is relevant to your audience, connects with them through the proper media, and consistently delivers your brand message leads to conversion. 

Conversion leads to growth, and that is what we’re after.

Visual: Screenshots of businesses engaging with customers on social media.

How Do I Know If It’s Working?

Key metrics to track and understand.

1. Engagement Rate: The percentage of your audience interacting with your content through likes, comments, and shares, providing insights into the effectiveness of your social media strategy in capturing attention.

2. Click-Through Rate (CTR): Measures the percentage of users who click on a link in your post, indicating the effectiveness of your call-to-action and the relevance of your content.

3. Conversion Rate: The percentage of users who take a desired action, such as making a purchase or filling out a form, providing a direct measure of your social media campaigns' impact on business objectives.

4. Follower Growth: Tracks the increase or decrease in your follower count over time, reflecting the overall appeal and resonance of your content with your target audience.

5. Sentiment Analysis: Evaluates the overall sentiment (positive, negative, neutral) of comments and mentions related to your brand, helping you gauge the public perception and sentiment surrounding your business on social media.

How Do I Get Started?

At first glance, all this seems great but inaccessible for those new to social media advertising. For those new to social media, it can seem like some sort of complex cultural conundrum. Alliteration aside, here’s a quick set of suggestions to get you started…pain-free.

1. Define Your Goals and Target Audience: Clearly outline your objectives on social media and identify the demographic characteristics of your ideal customers, ensuring a strategic approach to content creation and engagement.

2. Select Appropriate Platforms: Choose social media platforms that align with your business type and where your target audience is most active, optimizing your efforts for maximum impact.

3. Create a Content Calendar and Consistent Branding: Plan and schedule your posts in advance, maintaining a consistent brand identity across all content to build a recognizable and trustworthy online presence.


A lot has changed since the advent of modern mass communication, i.e. since 1901. But at the core of what so many advertisers and marketers know has remained the same: people love a good story. As time progressed, the way that story is told evolves to remain as engaging as possible for the audience. At the turn of the century, it was audio, then mid-century it was television, then technicolor, then modern theaters, and well, now it’s a personalized 1920 x 1080p screen that fits in the palm of your hand. Either way, if you have a good story to tell, the whole world would love to know it. 

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