Does Your Social Strategy Drive Growth?
This article was published on March 12, 2026
Categorized in: Digital Marketing, Social Media
We have almost taken it for granted how common it is for businesses to use social media to communicate with their customers. It’s part of the mainstream at this point. However, just because a business is posting doesn’t mean that there is actually strategic merit to the actions. Social media needs to part of a wider digital marketing strategy that supports business growth. When social media aligns with business goals, this is where the magic can happen. Does your social media strategy do this? Here are some things to think about.
Set Clear Goals to Guide Your Efforts
It really doesn’t make sense to proceed with digital marketing unless a clear strategy, aligned with business goals, is created. Social media performs best when done under the umbrella of the overall digital marketing. Sure, you can absolutely use it to keep in touch with customers, but this shouldn’t be at the expense of taking a more strategic approach.
After determining the digital marketing goals, it helps to establish how you will be using social media exactly. Define its purpose, and make sure that purpose aligns with how your audience is using. If they are using it to interact with brands and help guide purchasing decisions at the same time, you should align with that.
Create Expert-Level Content
One of the functions of social media is that you should be creating content that positions you a thought leader, and then share that content on social media. Sure, you could create the content directly in the social media platform, but this isn’t the best use of your assets. It’s best to use social media to share content you’ve created and posted elsewhere, particularly on your own website.
Social Media gives you a chance to position yourself as an expert to your audience. Many of them will find you on the social media platforms, especially if you are strategic about which to use. You should be present at all of them for branding’s sake, but it is worthwhile to spend most of your efforts at the platforms where your buying audience is.
Evaluate Social Media Performance and Adjust
Churning out content for social media will only take you so far. Yes, it is important to create a great strategy. However, until enough time has passed, you won’t truly know if it is working or not. You also won’t know what you need to change. That is, unless you look at the data that you’ve collected.
To support real business growth, you need to evaluate performance on a regular schedule. Keep in mind, though, that you need to give the initial strategy enough time to start working, at least a few months, before making any changes, You will need to look at metrics like engagement, website traffic achieved from social media, and conversions, in order to determine what is working and what isn’t. This way, you can adjust your approach over time.
Social media can be part of your strategic business growth, but you need to initially set things up that way in order for it to work. This advice can help.
LIKE AND SHARE THIS ARTICLE:
About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is President of Brick Marketing and has over 25 years of digital marketing experience. He works directly with clients on strategy and implementation, helping solve complex marketing, lead generation and sales challenges. Nick Stamoulis is a strategist and expert with Search Engine Optimization (SEO), AI Search or Generative Engine Optimization (GEO), content marketing, social media, pay per click advertising, and conversion improvement. Nick Stamoulis has worked with over 500 companies in many industries and also provides digital marketing consulting and training classes, helping companies improve performance and achieve desired outcomes.
