Why Social Media Is a Game-Changer for Your Business

Social media is a powerful tool for businesses, but if used incorrectly, it can do more harm than good.

By Nadezhda Podkolzina

Director of the Exclusive Text Factory and a member of the Moscow Journalists' Union.

Social media platforms offer companies the opportunity not only to strengthen their market position but also to rebuild it if necessary. However, improper use can destabilize or even damage a brand. Understanding when and how to use social media effectively is essential.

When Social Media Benefits Your Business

Boosting Sales

The most straightforward and popular reason for a company to establish a social media presence is to increase sales. Content should focus on product photos, behind-the-scenes insights, customer testimonials, and engaging stories about how your product has made a difference. Combining short descriptions with longer, relatable narratives supported by visuals can create a compelling brand story.

For instance, a grocery delivery service might introduce customers to the farmers who supply their products, provide detailed product information, share team stories, offer helpful reviews, and post attractive recipes worth saving.

Posts that followers share and save tend to stay visible longer in feeds, making regular posting crucial.

Investing in targeted advertising can add authority to your page and expand your potential customer base.

Enhancing Brand Loyalty

If your sales happen through other channels but you want to deepen your audience's connection to your brand, social media is invaluable.

Unique and creative content captures attention and builds loyalty. For example, a soda brand on Instagram turned its product into a lovable character, creating engagement beyond typical product stories. While the direct impact on sales may be unclear, the brand's popularity soared.

Supporting Your Reputation

For personal brands or companies relying on expertise, maintaining a social media presence is critical. Professionals such as psychologists, designers, lawyers, carpenters, doctors, or clinics benefit greatly from sharing valuable content.

Take entrepreneur and author Gary Vaynerchuk, who consistently provides followers with practical advice on blogging, standing out, and growing an audience. He quickly responds to industry news, shares live updates from events, and establishes himself as a trusted expert.

To build credibility, you need to know your field well and be confident in sharing your knowledge. Of course, advertising is also necessary — a motivational coach with only a few hundred followers may struggle to appear credible.

Cost-Effective Presence

If your resources for creating a full website are limited or your company prefers not to have one, social media can serve as a functional alternative. Properly organized Instagram or Facebook accounts with clear navigation through hashtags can effectively showcase your business to clients, investors, and journalists.

For example, Anna Akinina, a "non-typical farmer," started her blog for fun, which evolved into a popular platform. Despite diverse content, her account remains easy to navigate because she regularly reminds followers about her hashtags and what they can expect.

Preparing for the Future

If you are gathering material for a book, planning lectures, or workshops, social media helps you organize information and receive feedback. The number of followers is less important than having an engaged audience that comments and interacts.

Social media acts as an online journal and foundation for more serious projects. Writer Nika Belotserkovskaya, known for her "product killer" series, shares engaging stories about her life and recipes, later compiling them into a book eagerly anticipated by her followers.

Even if you worry about maintaining long-term content or finances, starting a social media account can be enjoyable. You can always take a break and return later with fresh stories and a revitalized audience.

When Social Media Might Harm Your Business

Inauthentic Expertise

Professional credibility is crucial and should be supported by a loyal and sizable audience. This trust attracts clients and advertisers alike.

Sometimes, a popular blogger’s content is actually created by a team, not the individual. If the real author stops producing content, the expert’s reputation can be jeopardized.

Followers are discerning and notice even minor mistakes. The more successful the business, the more critical its audience.

Legal and Operational Concerns

It’s important not to promote illegal activities on social media. For example, providing excellent manicure or computer repair services without official business registration, or employing staff without proper authorization, poses significant risks.

All financial transactions must be documented properly; otherwise, publicly advertising your business on social media is too risky.

Insufficient Capacity

Before launching a social media account, assess whether your business can handle a surge in demand. Creating an engaging page is relatively easy, but managing a sudden increase in orders is a different challenge.

Carefully evaluate your resources, workforce, and ideas. While some businesses grow steadily, others may face challenges. Since your reputation is at stake, plan for all scenarios and avoid rushing if you’re unprepared for increased attention.

In summary, social media is generally essential for businesses, but each company must consider its unique circumstances carefully.

*Note: Meta Platforms Inc. and its social networks Facebook and Instagram are restricted in certain regions.

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