Social media platforms have proven their relevance time and time again. There are very few industries remaining that social media has not impacted, and the ones that remain untouched will no doubt be impacted in some way in the future. One of the biggest evolutions surrounding the use of social media within an industry is marketing. Every business known to mankind invests in marketing of some kind. Regardless of how businesses have invested in marketing, the one online facet that promises exposure is social media. Companies can enlist in social media platforms to give their brands exposure. The basis of the business does not matter, the reality is that if a business is not using social media as a marketing tool, they 
should be. It is as simple as that. In a digital world, there is no room for businesses that do not shift and realign their marketing methods to stay up-to-date with what consumers expect from brands.

Social media is not a new concept, but using it to capitalise on brand marketing is relatively new. It may seem like an easy marketing tool, but it is not. Using social media to improve and expand a business requires more than simply creating pages and profiles on the biggest social media platforms. To simply have a virtual presence is not enough anymore. Brands must do more than exist online, they must consistently post, they must engage, they must improve. The correct and successful use of social media platforms empowers businesses to improve and expand their business – sometimes beyond expectation. The businesses that use social media platforms to post marketing tools, advertisements surrounding upcoming campaigns and collections, and even customers wearing or using their products, are the ones that acquire a stronger online presence, making them more relevant than their competitors.

Social media has revolutionised so many industries, and business is without a doubt one of the most heavily influenced by the form of social technology. And it is not just one platform of social media that has proven its value to brands online. On Facebook, brands can post ads and comments to increase consumer engagement. Instagram is used as a visual marketing tool, perfectly encapsulating both video and photograph imagery to appeal to consumers aesthetically. Snapchat is used as a live marketing tactic, and Pinterest is used for an inspiration board for consumers, placing all their favourite pieces in one virtual place to keep track of them all. Aligning the goals of using social media for business is crucial to ensuring future success with the technology. While brands that consistently post and provide an online presence through social media generally do thrive, what takes them the extra mile is sticking to their brand goals.

Yes, posting every other day drives more customers to the pages, and thus to the brand. But the difference between consumers that latch on and then promptly drop off the brand following, and consumers that stay loyal to the brand for years on end, is a clear vision. Brands must have an ongoing theme or direction that is evident in their social media platforms, otherwise the brand loses its identity and consumers feel confused and unsure rather than empowered and inspired. Being consistently present online and giving the business a unique virtual image works the same way that it does in physical stores. The only difference is that the potential for the amount of customers online marketing through social media can provide, exceeds that of physical stores tenfold, and then again.

As well as social media platforms to engage customers, there are the applications used within the business to improve and expand on company engagement, efforts, and satisfaction. Concepts like time tracker apps that allow businesses to track their staff’s progress. Applications like Slack and Yammer invite staff to engage and communicate with one another, giving employees ways to stay connected and in-the-know about all things involved in the business. Customer engagement and accessibility should always be one of the top priorities for any business, but employee satisfaction is equally – if not more – important to the longevity of a business. Without loyal, thriving employees, a business is a shell of its full potential.

Social media has undeniably influenced the world beyond measure. From awareness of world issues to brand marketing, online media platforms have changed the world. one of the industries that has been most predominantly revolutionised is the business field. Social media allows consumers convenient and quick access to not only the brand, but those behind the brand. When consumers and the minds running a business can communicate so openly, it gives businesses the chance to better themselves, to reach higher, and to improve and thus drive their consumer base higher and their engagement wider. Social media tools for both employees and customers surrounding a business are vital tools in ensuring the continued relevance of any business. While marketing has evolved over time, the one thing that will always remain active is the necessity of customers to run a business.