What Do You Really Hope To Get Out Of Social Media?
Anyone starting a business in this digital age has been given the same cookie-cutter advice.
“You need to be on Social Media.”
Everyone I talk to has been told the same thing. Students, new clients, workshop attendees, you name it. The most common reason I get for someone wanting to get their business online is just that someone in their life told them they had to be there.
So my next question is always the same.
Why?
Understanding Your ‘Why’
Being on social media just because you feel like you need to can cause SO MUCH frustration.
For one, social media is just another networking tool for your business. It’s not required.
I know, weird for a Social Media Consultant to say, but I know many people who prefer to do all their networking in person.
And sure, there are some pretty big downsides to NOT being on social media. But I want to focus on the why behind YOU being on it.
Social media isn’t something you do just because everyone else is.
Social media is a tool for buisness, and like any tool, it should have a purpose.
When I ask business owners what they want to happen as a result of being on social media, I often get very vague answers like “more followers” or “more visibility.”
Those aren’t bad goals, but they’re incomplete.
Before you post anything, you need to be clear on what you actually want social media to do for you and your business.
What Do You Want to Come From Social Media?
There’s no one right or wrong answer in this case, BUT there needs to be a right answer for you.
Do you want:
More clients or bookings?
More product sales?
More awareness in your community?
More conversations and DMs?
More education and authority in your industry?
More traffic to your website or email list?
Each of these goals requires a different type of content, tone, and strategy.
If you don’t know your “why,” you’ll end up posting random things, chasing trends that don’t fit, and wondering why social media feels like a waste of time.
Know Who You’re Talking To
The other missing piece I see all the time is audience clarity. If you’re trying to talk to everyone, you’re actually connecting with no one.
You should ask yourself:
Who are you creating content for?
Local customers?
Other business owners?
Tourists?
Decision-makers?
Past clients?
Future clients who are still learning?
When you’re clear on who your audience is, your content becomes easier to create and more effective. You stop guessing and start speaking directly to the people you actually want to work with.
Social media works best when it’s done on purpose. This means thinking out your posts instead of just posting what others are posting in your industry.
Before you worry about what to post, how often to post, or what platform to use, get clear on why you’re showing up and who you’re showing up for.
Clarity should always come first. Content comes second.
When you put yourself out there and you’re clear on who you’re talking to and what you’re talking about, social media stops feeling like something you SHOULD be doing and starts feeling like a beneficial tool for your business.
So, what is your why behind social media? Who do you want to be talking to? And what do you want social media to do for your business in 2026?