Social Media 101
This blog post was initially written for We Are Changemakers (no longer online) in 2022. This post was updated in 2025.
Why You Need Social Media for Your Business
What was the first thing you did this morning? I can guarantee that you most likely grabbed your phone to check your go-to social platform (mine’s Instagram). I mean, so much could’ve happened overnight! With 5.42 billion people on social media in 2025 (Sprout Social), there’s no denying that it is everywhere, whether we like it or not, and it’s a marketing tool that is becoming more powerful over time.
The key to being a storyteller on social media is authenticity. There are about 2 billion monthly active users on Instagram alone (Sprout Social), so your story has to resonate but still be you to be successful. If you, for example, read your copy back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident, and don’t overthink it. The beauty of your story is that it will continue to evolve, and your branding, social, and website will grow with it. Your goal should be to make it feel right for right now. Later, it will take care of itself. It always does.
But what is social media?
Social media platforms are sites where people can share content such as photos, videos, blogs, etc. (the media part) and interact with others through comments, likes, and shares (the social part). People can follow you, and you can follow them back to stay updated on the latest from that person or business. In the end, posts that are interactive and shareable generate the most visibility. Today, there are so many platforms to choose from, but we’ll focus on the big five: Facebook/Meta, Instagram, TikTok, X (formerly Twitter), and LinkedIn.
Facebook: It started as a social media platform for college students in 2004 and is now used by more than 3.06 billion users worldwide per month of all ages (yes, even grandmas) (Sprout Social). This platform allows you to share photos and videos of your daily life and interests, making it easy to stay in touch with people through its status updates and messaging. Facebook Pages allow brands and businesses to advertise their services organically and through their paid advertising component. It’s a great place to stay in touch with your aunt who lives across the country and follow your favorite sneaker brand for the latest release.
Instagram: Although almost all these platforms have a visual component, it’s really on Instagram where photos and videos shine. As a response to the rise of TikTok (more on that below), Instagram launched Reels in 2020, which is a short-form video feature that has been great for reach and discoverability. If your business is highly visual, Instagram is the platform for you, with video seeing a spike in success recently. The platform is constantly changing, though! So, keep an eye out for those updates.
TikTok: What started out as an app where people shared trending dances during lockdown has now transformed into one of the largest community-building platforms. With its short-form videos ranging from a few seconds up to 10 mins, you can find content on a wide range of topics. You can also reply to videos and comments with a video, making it incredibly engaging. It’s not just Gen Z on TikTok anymore; brands and organizations have joined too! Warning: There is a potential ban happening, so stay tuned for updates on that.
X: This platform offers real-time content such as events, announcements, and trending conversations. Although having visuals is always a plus, it’s not always necessary on Twitter as the emphasis is more on the conversations you’re encouraging. So, if you or your brand has much to say, X is the place to spill the beans. However, with its latest controversial rebranding, some brands have reconsidered how they interact with the platform. So this may be one to discuss with your team.
LinkedIn: Think of this one as the Facebook for professionals, where your profile is basically your resume, or if you’re a business, your profile shows what you offer, the people that work at your company, life at the company, and job listings. This platform makes it easy for professionals to network and engage in industry conversations; plus, it has plenty of B2B opportunities.
How Can You Use Social Media for Your Business?
Social media is constantly evolving and growing, and businesses across all industries are using at least one platform in their marketing. As you can see, these platforms offer incredible insight into the consumer experience and the creativity to give your brand a voice and personality. It’s where you can analyze your audience’s behaviors and create relationships with them, get feedback, and better understand your audience. However, it all comes down to having a social media strategy that aligns with your business goals. Analyze your audience and competitors to see what value your brand can contribute to your industry. This will also show you which platforms your audience frequents the most. Note: It’s not necessary to be on all of them! You only want to be on the platforms that make sense for your brand. From there, you can start building out your brand’s content.
Is your business on social? Are you considering adding a social media component to your marketing? Remember: it’s never too late to start, as social is here to stay!