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Proving Social Media’s Business Value
Modern social media sits at the heart of discovery, decision making, reputation and retention, which means treating it as an awareness channel alone limits its true value. For years, social media sat at the top of the marketing funnel where brands focused on getting noticed, building followers and sharing content that sparked a few likes or comments along the way. That approach worked well enough when platforms were emerging, organic reach came more easily and audiences were just starting to engage with businesses online, but consumer habits have evolved and the landscape has moved on in ways that demand a fresh look at how social fits into your strategy.
Today, platforms like TikTok, Instagram and Facebook offer a complete ecosystem where people discover brands, research their options, seek real validation through user experiences and form connections that lead to loyalty and sales. If you’re still seeing social purely as a tool for exposure, you’re missing its power to support every part of the customer journey, and that could mean losing ground to competitors who have adapted to treat it as a core part of their marketing mix.
This piece is here to help SME owners, founders and marketing directors rethink social media’s role in driving your business forward, not as an optional extra for brand visibility but as a joined-up system that supports discovery, engagement, conversion and advocacy. We’ll explore how behaviours have changed, why depth beats surface metrics and the practical steps you can take to create a presence that aligns with your goals.
If follower counts are your main measure of success, it could be time to reconsider and see how social can contribute to the commercial outcomes that keep your business growing.
Why Awareness on Its Own Isn’t Enough Anymore
Between 2010 and 2020, social media felt like a digital billboard where brands posted content, measured impressions and celebrated growing follower numbers while tracking likes and shares. The idea was simple because if enough people saw your posts, some would remember your brand when they needed what you offered, and that broadcast style suited the era when platforms were newer and online interactions with businesses were still taking shape. But expectations have risen, and people now want more than polished updates in where they look for genuine conversations, transparency and proof from real users who have tried your products or services.
The Shift in Expectations
Awareness does still play an important part, because you can’t start a relationship with someone who hasn’t heard of you, yet without substance, it fails to build the trust or momentum needed for growth. A sleek Instagram feed with no proof might catch the eye but often loses attention fast, while a LinkedIn page sharing insights yet ignoring comments signals a lack of connection. TikTok videos without a search focus struggle to reach those actively seeking what you provide, and the real issue is that without engagement or a clear next step, awareness turns into background noise.
Audiences spot inauthenticity quickly and move on unless you offer real value, so the brands making progress today adjust to current platform use, drawing on experience to deliver measurable impact.
People Now Search on TikTok, Instagram and LinkedIn Before Google
One of the most significant changes in social media has been the growth of social search, and it’s reshaping how people find and evaluate brands across industries.
Consumers, particularly younger ones, often bypass Google and go straight to TikTok, Instagram or LinkedIn for recommendations, reviews, tutorials and honest takes from everyday users. This isn’t just a trend but a fundamental shift that affects how businesses like yours need to appear online, because on TikTok, searches like “best skincare for dry skin” or “reliable web designer tips” pull up authentic content from creators sharing their stories.
Making Content Discoverable in a New World
On Instagram, users explore hashtags and location tags to discover local options, while LinkedIn serves professionals seeking expertise and case studies. For your business, this means making content discoverable as well as engaging, so if your strategy overlooks search patterns, you’re out of sight for those ready to engage. That calls for weaving in keywords naturally through captions, topics and alt text, applying search principles adapted to each platform’s algorithms and user habits. As a trusted Google Partner, we’ve seen brands gain a real advantage by optimising this way, and if you’re not discoverable on social, you risk missing out commercially.
Social Proof and Credibility Happen in Public
Trust has always been key to customer relationships, but the way it’s earned has changed, with social media now the space where credibility builds or breaks through everyday interactions. People trust peers, creators, employees and communities more than ads, so they dive into comment sections to see how brands respond, watch user-generated videos for honest product views and follow experts whose opinions hold weight.
Authenticity makes the difference here, because a professional product shot might catch the eye but it doesn’t compare to a customer video showing real use, and company values come alive when employees share their own experiences.
Top Tips on How to Build and Protect Credibility
- User-generated content and honest stories are vital for trust in a sceptical market.
- Partner with fitting creators and engage in comments to build lasting credibility.
- Mishandling feedback or ignoring issues can damage reputation quickly.
- Consistency and care, as we apply with clients like London Bridge Hotel, maintain trust.
- Social proof works both ways, requiring a thoughtful approach to stay reliable.
Belonging Drives Buying Decisions
Community isn’t just a feel-good notion, it’s a practical force that drives loyalty, retention and repeat business by forging a sense of belonging that transactions alone can’t deliver. The majority of people naturally gravitate towards brands they connect with (64% to be exact!), and social media makes this possible through shared values, open discussions and authentic experiences that outshine traditional ads.
When customers feel they’re part of your story, they turn into advocates who recommend you, stand firm with your brand and stay committed even when cheaper options emerge, all because that relationship grows from real, meaningful engagement over time.
Building a Sense of Belonging
At boxChilli, we’ve spent nearly 20 years helping brands like Owton’s build communities that deliver results, and it starts with more than a hashtag or a dormant group. It’s about active involvement, crafting thoughtful responses to comments and acting on feedback to show you care. We highlight customer voices to make them feel valued, whether that’s a founder diving into Instagram replies or a LinkedIn group sharing practical advice. The real question is whether you’re creating genuine dialogue or just ticking a box, and with our in-house team’s expertise, we turn community into a growth engine that increases lifetime value.
Competitive Advantage Through Community
Brands that master this approach gain a clear edge, boosting lifetime value with connections that competitors find hard to replicate. This creates advocates who champion your brand and stay loyal, delivering a commercial advantage that strengthens with every authentic interaction. By utilising community effectively, your strategy can stand out in a crowded market, driving growth and building a reputation that draws people in over time.
From “Nice to Have” to Revenue Driver
Social media has shifted from a branding add-on to a performance channel that links directly to revenue through organic efforts, paid campaigns and solid tracking.
Paid social ads now target specific aims like generating leads, closing sales or signing up for events, with options based on behaviours and signals that go beyond basic demographics. By integrating pixels, CRMs and attribution, social stands up against other channels for return on investment, while also nurturing brand equity and community for value that builds over time.
Blending Organic and Paid in One Strategy
Organic builds trust to improve paid campaign effectiveness, and data from both channels feeds into refinements for stronger outcomes. In B2B settings, LinkedIn nurtures leads with shared expertise and targeted ads that fit sales cycles, offering evidence at critical points. Social isn’t an extra with leftover budget anymore, it’s a strategic asset when aligned and measured to back your business aims, drawing on our in-house team’s experience to deliver the kick that turns activity into growth.
The New Metrics That Actually Matter to Businesses
Social success has moved beyond the days of chasing likes and followers, focusing instead on metrics that tie directly to business results and deliver genuine impact. Saves and shares show which content people value enough to keep or share, while watch time and completion rates reveal whether your message holds their attention.
Click-throughs measure how effectively you inspire action, and sentiment analysis uncovers feelings about your brand by analysing patterns in comments and mentions. These indicators help you understand what resonates and drives engagement, moving away from superficial numbers.
Measuring Real Growth
To track meaningful progress, businesses can rely on metrics that reflect long-term success. Search increases highlight if your efforts are boosting brand interest, acquisition costs compare the efficiency of your social channels against others, and retention figures show how customer behaviour evolves over time. Brand lift assessments gauge shifts in awareness, preference and intent, while community metrics focus on active participation rather than just passive followers. This approach demands robust tracking and clear goal alignment, ensuring you prioritise what fuels growth instead of metrics that look impressive but lack substance.
Key Social Metrics and What Businesses Can Expect
- Saves and Shares… Expect to see which content sticks with your audience, indicating value and potential reach as people pass it on naturally.
- Watch Time and Completion Rates… Look for insights into how engaging your videos or posts are, helping you refine messages that keep viewers hooked.
- Click-Throughs… Anticipate a clear picture of how well your calls to action perform, guiding you to create more effective prompts for website visits or conversions.
- Sentiment Analysis… Gain an understanding of public perception, allowing you to adjust strategies based on positive or negative feedback trends.
- Search Increases… Watch for a rise in brand-related searches, signaling growing visibility and interest that can drive organic traffic.
- Acquisition Costs… Compare efficiency across channels, expecting to identify where your budget delivers the best return on investment.
- Retention Figures… Track how social efforts influence long-term customer loyalty, expecting to see patterns that support repeat business.
- Brand Lift Assessments… Measure shifts in awareness, preference and intent, anticipating data that highlights your brand’s growing influence.
- Community Metrics… Focus on active engagement, expecting to build a dedicated audience that contributes to sustained growth over time.
Building a Social Strategy That Actually Supports Growth
Understanding Your Audience
Adapting your social approach doesn’t mean overhauling everything from scratch, but it does call for thoughtful steps that align with your audience, available resources and current business stage.
Start by gaining a clear picture of who you’re trying to reach, digging into their challenges, daily habits and the online spaces where they hang out, using a mix of research, solid data and ongoing listening to shape content that truly hits the mark. This means asking questions like what keeps them up at night, which platforms they trust and how they prefer to engage, so your strategy feels personal and relevant rather than generic.
For example, a local café might survey customers to learn they value sustainability and use Instagram polls to gauge preferences, while a B2B tech firm could analyse LinkedIn activity to spot pain points like inefficient workflows, ensuring your efforts connect with the right people and set the foundation for growth that lasts.
Crafting Discoverable Content
Building discoverability into your content is key to standing out, and this involves weaving in keywords naturally within captions and choosing formats that boost search visibility on each platform. It’s not just about posting, though, it’s about encouraging real exchanges that spark conversation and amplifying the voices of your audience to foster a sense of community, while creating spaces like groups or threads where shared connections can grow into strong relationships.
For instance, a fitness brand might use keywords like “home workout tips” in TikTok captions and start a challenge with user-submitted videos to boost engagement, while a retailer could create a Facebook group for customers to share styling ideas, using relevant hashtags to increase discoverability.
This approach ensures your content doesn’t just appear but gets found by those actively seeking what you offer, turning casual viewers into engaged followers over time.
Integrating Tactics
A successful strategy blends paid, organic and creator efforts to widen your reach while keeping authenticity at the core. Start by combining targeted paid campaigns with organic posts that build trust, and bring in creators whose style matches your brand to add credibility and fresh perspectives. Test different creatives using insights from performance data to pinpoint what resonates most, then tie every piece of content to specific aims like raising awareness, nurturing consideration or driving conversions, ensuring each step has a clear purpose.
For example, a beauty brand might run paid ads on Instagram to promote a new product while sharing organic tutorials, partnering with a micro-influencer for authentic reviews, and tracking which video style drives the most sign-ups. This joined-up approach maximises impact by leveraging the strengths of each tactic, creating a cohesive plan that adapts to your audience’s journey and delivers measurable results without wasting effort.
Tracking Progress
Keeping momentum is vital (as Rodney Savage would vouch for too), so set a steady rhythm for posting that avoids burnout while maintaining consistency across your chosen platforms.
Establish regular reporting to spot trends, analyse what’s working and refine your approach with facts rather than guesswork, focusing on key platforms where your audience is most active to drive deeper impact. This might mean weekly check-ins on engagement metrics or monthly reviews of conversion data, allowing you to adjust tactics in real time and stay aligned with your growth goals.
For instance, a travel agency could post twice weekly on Facebook, review booking link clicks every Monday and shift focus to Instagram Stories if data shows higher interaction there. By prioritising platforms that matter and building a system for continuous improvement, you can expect a strategy that evolves with your business and delivers sustained progress over time.
5 Key Risks of Standing Still While Everything Moves Forward
1. Losing Visibility
With social media now a key driver of discovery and customer decisions, staying inactive comes with rising costs that directly impact your revenue over time. Visibility declines as algorithms prioritise engaged, relevant content, pushing less active accounts lower in feeds and shrinking your reach, which can lead to missed opportunities.
For instance, a small online fashion retailer might lose £1,500 monthly in sales from reduced traffic to their eCommerce site as fewer local shoppers discover their latest collection, while a local gym could see a £1,000 monthly drop in membership sign-ups due to less visibility in community fitness groups.
2. Reputation and Relevance
Ignoring questions or feedback on social platforms damages your reputation, handing trust and credibility to competitors who respond effectively, potentially costing you customer loyalty and market share.
Relevance slips when you miss out on conversations and searches, leading to overlooked demand that grows into missed revenue streams as opportunities to connect with ready-to-buy audiences slip away.
3. Competitive Edge
Competitors who invest in building cmmunities and optimising their social presence gain a commercial advantage, capturing market share and new business opportunities as their momentum builds, widening the gap with your brand. Proactive steps to adapt and engage outweigh the risks of waiting, ensuring you remain competitive and protect your revenue potential in an ever-evolving digital landscape.
4. Untapped Revenue Streams
Failing to evolve your social strategy means missing out on emerging revenue opportunities that could transform your business. Platforms are increasingly supporting direct sales, partnerships and upselling through features like shoppable posts or live shopping events, and businesses that don’t adapt risk leaving money on the table.
For example, a handmade crafts business could miss out on sales by not using Instagram Shopping, while a restaurant might overlook TikTok’s live order capabilities, allowing agile competitors to step in.
5. Boosting Customer Lifetime Value
Stagnation on social can erode the long-term value of your customer base, as engaged customers are more likely to return and spend more over time. By not nurturing relationships through consistent interaction, you forfeit the chance to turn one-time buyers into loyal advocates.
Consider a boutique hotel that could increase customer loyalty through targeted Facebook retargeting campaigns, or a pet supply store that might miss building a dedicated Instagram community, giving proactive rivals the edge.
The boxChilli Perspective and Key Takeaways
Social media has evolved beyond its early awareness focus, becoming a space where discovery, trust and decision-making shape brand connections across the customer journey, reflecting a shift as platforms integrate with SEO, paid media and web design for a seamless experience that meets modern needs, with their role in driving engagement growing further.
With nearly 20 years of experience in this shifting industry, we’ve seen first-hand how it adapts with constant algorithm changes, new features and evolving user behaviours, moving social beyond awareness as consumers seek research, validation and community, a trend likely to deepen with technology.
Social Media Drives the Full Customer Journey
Beyond awareness, platforms like TikTok, Instagram, and LinkedIn now support discovery, research, trust-building, and loyalty, making them essential for engaging customers at every stage and boosting overall business performance.
Authentic Engagement Outperforms Vanity Metrics
Focusing on saves, shares, community metrics, and sentiment analysis, rather than likes or followers, helps businesses build credibility and drive measurable outcomes like increased retention and conversions.
Adapting to Change is Critical for Growth
Staying static risks losing visibility, revenue opportunities, and competitive edge as algorithms evolve and consumers demand real connections, requiring proactive strategies to harness social media’s full potential.
