Social media, although long an essential part of everyday communication, is often misunderstood within marketing strategies. The most important aspect of social media is exactly what its name suggests — being social. Yet, this is frequently overlooked. On social media, the primary goal is not direct selling but communication. Sales come as a natural outcome of successful and authentic interaction.
By definition, communication is the exchange of information through symbols, signs, or behaviors, either spoken or written. It is never one-way — for communication to be effective, the message must be received and understood as intended.
In marketing, clear and meaningful communication is critical. Delivering the wrong message or choosing the wrong channel can damage the reputation of a product, or in the worst case, threaten the very survival of a company.
Building a Communication Strategy
The first step in creating a social media communication strategy is understanding your target market and consumer behavior. As in every area of business, everything begins with research. To communicate effectively, you must know who you are talking to. Assumptions have no place in business — every step should be carefully planned and backed by reliable data.
The next step is identifying where to communicate with your audience — choosing the right social media platforms. This matters because communication needs to adapt to each channel. The success of any campaign depends on careful analysis and the proper platform selection.
Key Questions When Choosing Social Media Platforms
- Audience size & profile: Not only how many people use the platform but how many belong to your target group — considering age, demographics, and sociological factors.
- Technical capabilities: Not all platforms support the same types of content. Choose based on whether your main communication style is text, video, or visuals.
- Advertising options: Paid ads can be crucial for visibility, but ad formats and conditions vary across platforms.
For example, Facebook offers the most freedom in terms of text length. Keep in mind that many followers will see your content across multiple platforms — duplicating posts reduces impact. Exclusive content tailored for specific platforms can keep your audience engaged.
How to Communicate on Social Media
When it comes to social media, remember: it should never be a one-way channel for posting content without interaction. Forget the idea that people will buy your product just because you post entertaining content. Communication with users should be authentic and follow the same principles you would expect from your favorite brand.
Word of Mouth — The Strongest Tool
Among all elements of the communication mix, recommendations and personal experiences from friends or acquaintances have the strongest influence on purchasing decisions. No advertisement can outweigh the impact of a genuine recommendation. The key lies in product or service quality and the satisfaction of each individual customer. Ultimately, whether a consumer chooses your brand again and recommends it to others depends entirely on that.