Three Good Reasons (And One Bad) to Publish on Social Media

Depending on who you ask, somewhere between 75% and 95% of businesses publish content on social media—and many are seeing a declined return on investment.

As businesses like Meta and X move to a pay-to-play model, it’s harder to reach a crucial audience organically. It’s smart to think about how much time you’re willing to spend on social media content and what you hope to get out of that arrangement.

In this post, I’ll dig into the three reasons I think most companies should be using social media. And, as a bonus, I’ll identify one reason people often cite that isn’t a good enough reason to invest in social content.

Good Reason 1: Keep Your Community Informed

Facebook is still a top result in most Google searches, particularly on mobile devices. People who want to know if you’re open or where you’re located may be confronted with information from Google and Facebook. What they see must be correct.

If you’ve changed locations, hours, or services in the years that followed Covid, your social media accounts are exceptional allies. Ensure that your potential customers know that you’re still active, available, and willing to serve them.

Good Reason 2: Promote an Event

Many people use social media sites to plan their weekends and vacations. If you have something especially enticing on deck (like a guest chef or a fun dance party), social media remains a great way to gin up interest.

Event content should be both informative AND polished. Ensure that your readers understand where the event is, how much it costs, and whether tickets are required. Then, help them realize that the event is simply too good to miss. Videos, interviews, behind-the-scenes setups, and other professional content can make a big difference.

Good Reason 3: Make a Connection

You’ve encouraged someone to visit you at least once. How can you get them to come back? And if you’re a nonprofit organization, how can you transform a visitor into a donor? Social media can help.

Your accounts can help you explain what you’re doing right now to make your business stronger, better, and more enticing. If you start conversations with readers through comments and reactions, they could feel like they’re part of your community. That connection is invaluable.

One Bad Reason: Because You Should Post on Social Media

Social media marketing, when it’s done right, is time intensive. Depending on your market, managing an online community can be traumatic and difficult for staff. If you decide to start a business-related social media account, be clear-eyed about what you want to accomplish, who you want to reach, and how much you’re willing to spend to make it work.

After a thorough analysis, you may find that starting an account isn’t right for you. That’s fine! And your decision doesn’t have to be final. Revisit the question in a year or two and decide what’s right for you and your market.

If you need help managing or starting a social media account, contact me. I’d love to help.