How To Use Social Media for Business in 2024 


Only a few people realize that social media and search engine optimization (SEO) are linked together in digital marketing? They seem like separate entities but are more interconnected than you might think. This article delves into their interaction and how they can significantly boost businesses. We’ll explore how social media and SEO contribute to online visibility and engagement and how social media can enhance SEO efforts through social signals. We’ll also touch on the emerging field of social media SEO, which combines the power of social media with traditional SEO techniques for even better results. Join us as we uncover how social media and SEO can collaborate to help your business thrive online.

Understanding the Difference: Social Media vs. SEO

Social media platforms such as Facebook, Instagram, and Twitter (now X) are crucial for discovering new content, allowing users to explore brands and products without leaving the app. Meanwhile, SEO helps attract website traffic by targeting users who are searching for information or keywords related to your business on search engines like Google, making your website more visible to potential customers.

The Significance of Social Media for SEO

While social media doesn’t directly influence SEO rankings, its impact on driving traffic and enhancing visibility is noteworthy. Engaging content on social media platforms attracts visitors and points to search engines that your website is relevant and valuable. Moreover, a positive social media presence can build brand authority, indirectly boosting SEO rankings.

What Are Social Signals, Exactly? 

Social signals encompass all interactions such as follows, likes, shares, and engagements on social media platforms. While referred to as ‘engagement’ in social media marketing, from an SEO perspective, these interactions serve as signals for search engines like Google to assess the identity, popularity, and credibility of users, profiles, or posts. Therefore, integrating social media marketing is crucial for establishing trust with search engines. Search engines like websites that are popular on social media. They think these sites are more reliable and essential, which can help them show up higher in search results.

What Is Social Media SEO? 

Social media SEO, also known as Social SEO, involves optimizing your social media profiles and content to enhance visibility and reach among potential customers through social search. It entails leveraging social media platforms to improve SEO performance.

As consumer reliance on social media for information grows, businesses increasingly adopt social SEO techniques to capitalize on this trend. These strategies aim to improve visibility on social platforms by incorporating industry-specific terms or branded keywords into posts, helping businesses connect with their target audience more effectively. By implementing social SEO, companies can improve their online presence and enhance their overall digital marketing strategy, reaching a wider audience and driving engagement and conversions.

Making It Work Together: Social Media and SEO Strategy

Regardless of the social platform you prioritize, the ultimate objective remains connecting your brand with the appropriate audience and introducing them to your offerings. Here, we emphasize the critical role of social media link-building.

Strategic Placement of Links Across Your Social Media Pages: Social media link building is a valuable tactic utilized by experts to generate inbound links and enhance search visibility for their websites. More than simply creating a social media profile for your business and leaving it inactive is required. Neglecting your social media accounts could harm your brand’s reputation. Engaging with your followers is crucial to avoid losing potential customers to competitors. That’s why social media marketing is essential for businesses. But what does it involve? Find out in this blog as we explore:

How Social Media Helps Businesses: Exploring Its Advantages

Social media helps businesses in several ways:

  1. Humanizing Your Brand: Being on social media shows your audience you’re open to connecting with them. It allows you to show your brand’s personality and values, making it more relatable.
  2. One of the key Benefits of social media is its ability to facilitate two-way conversations with customers, going beyond mere sales pitches. It allows you to actively listen to feedback, address queries, and interact with customers in real-time, fostering a sense of loyalty and connection.
  3. Promoting Products or Services: Social media is more than just a platform for selling products or services. It’s a space to showcase your offerings through creative posts and customer testimonials. It’s about sparking conversations and building trust, not just pushing sales. 
  4. Collecting Market Insights: Social media analytics provide valuable data about your audience’s interests and needs, helping you tailor your content and marketing strategies.
  5. Boosting Visibility: Having active social media profiles can improve your brand’s visibility online. They often appear in search results, making it easier for people to find you.
    These benefits are backed up by recent statistics showing how social media influences consumer behavior and sales.

Best Ways to Promote Your Business: Social Media Tips

Set Clear Objectives: Goals guide your business to stay on track and focus on growth. Common goals for using social media include boosting brand awareness, increasing engagement, driving website traffic, generating leads, and increasing sales.

You can also have more specific or short-term social media goals. These include supporting social causes to improve brand appeal, collaborating with influencers to expand your reach, or crowdsourcing project ideas to involve your community and build loyalty. Ensure your objectives align with your brand and follow the SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound). 
Choose the Right Platforms: Social media trends change, so select platforms where your target audience is most active. Research their demographics, interests, and behaviors. For instance, younger audiences may prefer Instagram, while professionals are often found on LinkedIn.

Experiment with Different Content: Social media platforms offer various formats, such as short-form videos, Stories, carousels, and infographics, allowing you to discover what resonates with your audience. While following trends is essential, only some popular content types suit some brands. For example, a healthcare brand may fail with memes like other brands.

Focus on Visuals: Social media platforms are heavily driven by visuals, as users are more engaged with eye-catching content. Platforms like Instagram prioritize visual media for posts. Your visuals can distinguish you from others in the crowded social media space. Investing in high-quality visual content shows your brand’s commitment to delivering value. Whether infographics, behind-the-scenes videos, or captivating product photography, visuals convey information more effectively than text alone. When viewers connect emotionally with an image or video, it creates a memorable experience they’re eager to share.

Reply to Comments and Messages: Replying to comments and messages on social media is essential for building relationships with your audience. It shows that your brand cares about customer satisfaction and transparency. Answering questions or addressing issues publicly helps people trust your brand more. Responding to feedback humanizes your brand and lets people know there are real people behind it who care about their opinions. So, take the time to respond to comments and messages to make your customers feel valued and heard.

Manage Your Online Reputation: Consider features on social media platforms that affect your reputation, like Facebook’s review section. Responding to reviews, whether positive or negative, shows you value feedback. Social listening, such as tracking mentions of your business, provides insights into public perception. Promote review websites your business is on to encourage more input and build trust with your audience.

Practice Consistency: To enhance recognition and maintain a consistent brand image across all platforms. Your social media channels should reflect your website’s look and feel. Be consistent in your presence by responding to notifications promptly and following a posting schedule. Reliability is essential to your followers, so consistently providing fresh, relevant content can turn viewers into loyal fans. However, occasional surprises, like promotional launches, can keep things interesting.

Repost and Repurpose Top-Performing Content: Reposting and repurposing top-performing content is a strategic approach to extending its reach and impact. Some content, especially evergreen pieces, remains relevant over time and can be shared periodically without harm. Bringing back such content into your newsfeed allows those who might have missed it initially to engage with it. However, it’s not just about reposting; it’s also about giving old content a fresh twist, such as turning a successful blog post into an engaging video. This approach caters to different audience preferences and reinforces your message through various mediums. Therefore, reposting and repurposing content isn’t cutting corners; it’s a clever strategy to maximize the impact of your best work.

Capitalize on User-Generated Content (UGC) – Encourage users to create content by asking for reviews through emails, incentives, or building a brand community. Use a catchy hashtag to promote participation. Incorporate positive user comments in your posts to showcase customer satisfaction and add a personal touch to your brand.

Run Paid Social Media – Using paid social media alongside organic content can maximize your reach and effectively target your audience, ensuring your content reaches those who will find it valuable. This balanced approach combines authenticity with targeted impact, forming a comprehensive social media strategy that adapts to algorithm changes and content volume.

Partner With Other Brands or Influencers – Focus on quality over quantity when partnering with influencers or brands. Look for a good fit based on their content, engagement, and values aligning with yours. Consider starting an influencer marketing program like NordVPN’s, where influencers apply based on your criteria. Micro-influencers can be more effective than high-profile ones, especially for small or niche businesses, as they raise awareness and drive sales.

Dive Into Analytics: Dig deeper into analytics to uncover meaningful insights. Don’t just rely on surface-level numbers; track trends, identify patterns, and ask questions to understand what drives changes. Utilize native analytics tools on social media platforms to examine user behavior, demographics, website visits, and sales data, piecing together the whole story. Asking questions and seeking answers in your data is crucial for unlocking actionable insights.

Monitor Your Competitors: Monitoring your competitors is crucial for refining your messaging. Analyzing their communication, language, and promises can help you find opportunities to make your messaging more compelling. Look for unique value propositions they may have missed or ways to better address customer pain points. Your goal is to make your brand stand out by more effectively meeting the needs and desires of your target audience than your competitors.

Use tools like Meta’s Ad Library to see your competitors’ ads on Facebook or Instagram. It can help you spot gaps in the market, such as unaddressed customer needs or underserved segments. By identifying these opportunities, you can tailor your offerings to provide solutions that customers have been seeking but have not found elsewhere.

Use Social Media Tools – Managing social media manually can work but could be more efficient. Automation improves nearly every aspect. Tools like Loomly, Buffer, Hootsuite, SocialPilot, and Sendible simplify social media management. They help you plan content, collaborate with your team, analyze performance, and engage with your audience more effectively.

About the Author

 John Robins

John Robins

Managing Partner and Growth-Marketing Consultant, John Robins, began his career on the client side in the United Kingdom with the internationally renowned breakfast cereal company Weetabix Ltd, joining his first international advertising agency, Lintas, in Dubai in 1985; moving to BBDO in 1991. John has worked on some of the world’s most iconic brands, including PepsiCo, General Motors, Qantas Airlines, KLM, British Airways, Emirates, Emaar, Energizer, Unilever, Mars, HSBC, and Standard Chartered Bank, to name a few. John lived in Dubai for 35 years and has worked on leading brands for over 40 years. John and his partner Kiron John took over Great Impressions in October 2018. Following their early success, they now have offices in Tampa, Lakeland, and Winter Haven, USA.