When I speak to business owners about their social media marketing strategies, the one thing that is often overlooked and the source of confusion among entrepreneurs is the purpose of social media and its role in marketing.

So what is the purpose of social media?  I’ll share that with you in a moment.

Let us first understand the GOALS of your social media marketing and how it is supposed to help your business.

Which of these goals should you focus on?

  • Brand awareness
  • Website traffic
  • Increase conversion

To accomplish these goals and become more effective in your engagement, you now need to figure out how to go about achieving these goals.

Here are some questions you should ask yourself:

  • Who are am I trying to reach (target market)?
  • Where do these people hang out? Specifically, which social media are most appropriate to use in order to reach them?
  • What kind of content do they care about?
  • How often should I connect with them and what’s the best time to reach them?

The most difficult part about using social media is figuring out what kind of content is going to make a higher impact on your target audience; that is what will help you accomplish any of the three possible goals above.

And to do that, you must first know the purpose of social media.

Social media’s sole purpose from a marketing perspective is to drive business to your door.

You don’t do business on social media.

You engage with your target audience through social media  then drive them to  your website.   Your website is where the continuation of the conversation occurs where you coach them to take action.

What kind of conversations should you be having on social media?

Essentially, social media is an engagement tool.  It allows you to connect with people and tell them your story.

You launch the story on social media and lead them to your website for the bigger story. Tim McDonald said it best when he said:

 “[Social media] can lead to a bigger story. It can also lead to a more in-depth story.”