Why Social Media Matters

 In Social Media

Four reasons why social media should be part of the plan, not an afterthought. 

As the public relations industry has grown and evolved, social media has become an integral part of communicating. Gone are the days of sharing song lyrics on Facebook and tweeting emojis for no reason – social media is now a huge part of creating a brand.

The disconnect in our jobs comes when clients don’t see the same value in social media that we do. Thankfully, this is becoming less prominent, but it’s still important to realize the value of social media and communicate it with clients. Whether you’re responsible for managing their social accounts or not, sharing the value is essential. Here are four important reasons that social media matters:

1. Credibility

Having a social presence shows that you’re a real, relevant company that people trust. When researching a company, one of the first things I do is look them up on social media – the more posts, followers and engagement, the better. It’s also a way to see what other people think about the company – and people trust their peers more than a company that says, “We’re awesome!” but has no reviews. Being present on social media is a way to show that your organization is accessible, wants to engage with its audience and values its audience’s feedback.

social media

(Photo courtesy of Saulo Mohana on Unsplash)

2. Share of Voice

Social media is a great way to have a voice in the industry. Whether you’re a construction company or a clothing boutique, sharing news and knowledge will communicate to your followers that you’re in touch with your industry and position you as a thought leadership brand.  make you look like you know your industry. By staying up-to-date with relevant news and trends and sharing those on social media, your company will show that it knows what’s going on.

3. Audience Engagement

When your audience wants to get in touch – whether to share feedback, ask questions or send praise – social media is one of the first places they turn. Though many companies are afraid of criticism online, the positives greatly outweigh the negatives. By being transparent and open to comments, you will gain customers’ trust and build brand loyalty.

4. Human Aspect

One of the most important things about social media is that it puts a human face and voice to an otherwise “big and scary” company. Even if your company isn’t necessarily intimidating, you create a much stronger brand when your company seems more human to its audience. They feel more inclined to engage with you and remain loyal.


Even if you don’t build out an intense, daily posting social media schedule, having some presence will make a difference for a company’s brand. Consider sharing these reasons with your clients next time they need to be convinced of social’s value, or even when they don’t.

Want to share more reasons? Comment them below!

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