Social Media Presence – Journey From Likes to Leads

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Karen Lin

Instagram 101 | May 22, 2024

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Social media has become crucial to every brand’s marketing strategy. It provides an equal opportunity to connect with existing and new consumers. There are various social media platforms, each with advantages and a specific audience. However, simply having a social media presence is not enough. It is necessary to optimize your online presence based on your demographic, target audience, and consumer behavior. 

This blog will discuss the significance of having a social media presence. Additionally, we will provide tips on building a social media presence and recommend tools to assist in social media management.

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Introduction to Social Media Presence

Your online activity on social media platforms creates a digital footprint that reflects your identity and online behavior. A strong online presence is crucial for both companies and brand influencers as it impacts their overall image.

Being active on social platforms is vital for companies to spread their message. It’s an excellent approach to connect with consumers personally, inform them of new products or services, and humanize the business. Businesses can reach an audience far beyond their immediate vicinity by engaging in meaningful online conversations and publishing compelling content.

Possessing an active and interactive social media presence can also lead to professional opportunities. You can network with others who share your interests, participate in relevant debates, and showcase your expertise. This results in gaining trust from your network, eventually building brand authenticity and strengthening your relationship with your audience.

However, it’s not all fun and games. Maintaining an authentic and consistent presence on social media is essential. You should consider how the information you provide aligns with your identity. To establish a positive online presence, one must create diverse content, engage in meaningful discussions, and comply with site policies.

Why Do Businesses Establish a Presence on Social Media Platforms

In the digital world of 2023, understanding why businesses establish a presence on social media platforms is essential. According to Statista, 4.89 billion people actively use social media daily. This is a massive opportunity for brands to increase their visibility. Approximately 25% of users follow their preferred brands, while almost half use social media to communicate with them. For businesses, not being on social media is like being invisible to many potential customers in the online space.

Having a solid social media presence isn’t just about being visible. It’s important for building real connections with your audience. Consumers today desire a deeper connection with brands beyond just products. As such, a company’s social media profiles and engagement on social media platforms are vital in fostering these connections. 

Direct interaction with customers is another significant advantage. Social media allows businesses to get real-time feedback, address concerns, and build stronger relationships with their audience. This direct communication fosters transparency and trust, which is crucial in today’s customer-focused market.

Social media also enables businesses to showcase their human side. Companies can make their brand more relatable by sharing behind-the-scenes moments, employee stories, and company culture. Injecting a personal touch into your customer interaction communication can increase customer loyalty.

Moreover, social media is a potent marketing tool. Businesses can run targeted ads, collaborate with influencers, and launch promotional campaigns to enhance visibility. The platforms’ data analytics enable businesses to refine strategies, leading to an efficient social media marketing approach.

The online presence is pivotal for staying competitive in the digital age. Consumers increasingly rely on social platforms for product discovery, recommendations, and reviews. A business without a social media presence risks missing opportunities to connect with customers and keep up with industry trends.

A woman using her laptop to boost her business’ social media presence.

How To Grow Social Media Presence

  1. Select Appropriate Social Media Platforms

Picking the correct networks to promote your company is the first step in creating an engaging online presence. Each platform serves a distinct audience, and not all are equal. Find out which social media platforms your target audience uses the most and focus your marketing efforts there.

  1. Define Clear Objectives

The initial step in developing a practical social media strategy is identifying your desired outcome. A clear objective provides direction and purpose for social media campaigns, whether boosting sales, traffic, or brand recognition.

  1. Formulate a Content Strategy

 Establish a content plan to keep your online presence consistent and interesting. Create a content strategy tailored to your brand and audience, utilizing various types of content with the best hashtags. This includes user-generated content, reels, IGTV videos, behind-the-scenes videos, etc. If you want your approach to remain current, examine it frequently and make adjustments.

  1. Keep Up with the Latest Trends

Staying abreast of the latest trends in your field and on social media can help you stay relevant. Show your audience that your company is flexible by incorporating hot trends into your content when appropriate.

  1. Monitor and Utilize Analytics

Using analytics tools, monitor your social media performance regularly. Consider important indicators like engagement rates, reach, and the demographics of your followers. Analyzing this data, you can hone your approach and zero in on what speaks to your target demographic.

Bonus Tips on How To Increase Social Media Presence on Instagram

Instagram is the most popular social media platform for visual content. An effective internet presence requires a strategic approach beyond the fundamentals. It demands a nuanced understanding of your audience and a commitment to innovative tactics. Here are additional tips on how to increase your social media presence on Instagram:

  1. Consistent Posting Schedule

Develop a plan for when and how often you will publish on Instagram and other social media platforms. To avoid losing followers and reducing brand discoverability, strike the correct mix between posting too much or not at all.

  1. Strategic Keyword Use

Incorporate brand and product keywords into your Instagram posts carefully to boost your visibility. Not only does this help with SEO, but it also enhances your digital presence. Always keep your content’s tone genuine and personable.

  1. Micro-Influencer Collaborations

Grow your audience by teaming up with local companies, passionate fans, or micro-influencers. Your company can reach a new level of a more engaged audience through these interactions.

  1. Engaging Questions

Initiate conversations or provide questions that make people think to encourage community involvement. Replying to users’ comments keeps your current audience interested and draws in new ones, helping your community grow.

  1.  Keep an Eye on Your Brand Proactively

Use a social listening tool to monitor mentions of your company and join in on important discussions. This proactive strategy boosts exposure and interaction with your brand.

  1. Boost Interactions with Users

Instagram contests, caption contests, and friend tagging are great ways to encourage interaction. Incentives like free products, discounts, or early access to new services are effective ways to engage and expand your community.

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Companies With The Best Social Media Presence

Numerous companies have succeeded through social media, experiencing a significant increase in their social following and engagement rate. Here are a few companies with the best social media presence:

  • Nike

 Nike’s social media campaigns celebrate athletes’ inclusivity and motivate individuals to surpass their limits with compelling storytelling and emotional connections. Their consistent engagement and powerful messaging have fostered brand loyalty and a massive following.

  • Little Moons

In 2022, a Japanese sweet brand experienced a significant increase in its popularity on TikTok. This resulted in a staggering 2,000% increase in sales in the UK. The brand achieved remarkable success by seamlessly inserting vibrant colors, flavors, popular sounds, and stickers into ongoing conversations.

  • Spotify

Spotify uses social media to connect with music enthusiasts worldwide effectively. The platform provides personalized playlists, curated content, and engaging campaigns, creating a lively community of fans, artists, and influencers.

  • Sephora

Sephora has expanded its content strategy to showcase beauty products and provide useful makeup tips through its platform. In addition, it has included “stories of belonging” in its approach, aligning its products with its own and its customers’ values. 

  • Wendy’s

Wendy’s has become a social media sensation due to its clever humor, sassy comebacks, and playful customer interactions. Their unconventional approach has built a loyal fan base and established a reputation for being a fun and relatable brand.

  • National Geographic

National Geographic has successfully garnered a significant following through social media posts. Their stunning posts and informative content inspire environmental awareness and curiosity, setting the gold standard for content creators across industries.

  • Airbnb

Airbnb has established itself as a pioneer in the travel industry through social media by promoting extraordinary travel experiences. The company has built its leadership through user-generated content, captivating visuals, and inspiring stories.

Best Social Media Tools for Your Business

Selecting the right social media management tools is crucial for any business looking to boost its online presence. These tools streamline processes, enhance engagement, and provide valuable insights. Here’s a curated list of some of the best social media tools tailored to bolster your business’s online presence:


A comprehensive social media management platform allows you to schedule posts, track performance, and seamlessly manage multiple social media accounts. It provides a dashboard that centralizes social media monitoring, making it more efficient.


Ideal for scheduling posts across various social media platforms, Buffer simplifies content management. It provides analytics, enabling you to track your post’s performance and refine your social media strategy.


For businesses aiming to create visually appealing content, Canva is a go-to tool. It offers easy-to-use design templates for social media posts, ensuring your visuals are eye-catching and on-point.

Google Analytics

While primarily known for website analytics, Google Analytics extends its reach to social media. It provides insights into how your social media efforts impact website traffic and conversions.

Sprout Social

Sprout Social, a social media management solution, facilitates monitoring, scheduling, and reporting in a single platform. With its easy-to-use interface and collaborative tools, this platform is valuable for businesses seeking efficient social media management.


BuzzSumo is indispensable for content discovery and trend analysis. It identifies popular content in your industry, enabling you to tailor your strategy based on what resonates with your audience.


Particularly beneficial for Instagram scheduling, Later simplifies the process of planning and posting content. It also provides data analytics to track user engagement and optimize posting times.


Brand24 tracks mentions across social media platforms to monitor your brand’s online reputation. It helps businesses stay informed about customers’ words, enabling timely responses and reputation management.

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Social Media Mistakes To Avoid

You must pay close attention to detail and know typical traps to navigate social media. When navigating the intricate landscape of social media, it’s important to avoid these common pitfalls:

  • Sharing Subpar Content

With so many social media accounts, your content has to stand out. Avoid creating content that is either generic or focuses too much on sales. Identify your target audience’s interests and create content that surprises, fascinates, or makes them laugh.

  • Neglecting Bio Optimization

The profile or bio section is crucial for social media discovery. Use relevant hashtags and keywords in your bio to improve your account’s visibility in search results. Using this area intelligently will allow you to introduce potential customers to your brand and convey its story. 

  • Underestimating the Power of Captions

Adding captions to your videos can effectively maintain people’s interest once you have grabbed their attention. Captions help to establish the context of the video and have the potential to arouse curiosity. 

  • Neglecting Mentions and Comments

Due to the participatory aspect of social media, it is essential to observe mentions and comments. Encourage engagement by promptly responding to comments and inquiries. Monitor social media activity to stay informed and always acknowledge and thank those who mention you.

  • Lack of Authenticity

Authenticity matters on social media. Use real pictures and videos of your team instead of using stock images. Furthermore, be genuine while handling comments, and instead of deleting negative ones, address them appropriately. Apologize genuinely, emphasize your commitment to satisfaction, and work to resolve issues privately. It’s about building trust and showing you take feedback seriously.

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Amp Up Your Content Strategy With Path Social

Social media marketing is not just about keeping up with your competitors. It’s also about creating strong relationships with your target audience. Doing so can expand your brand’s reach and connect with new demographics. Furthermore, it’s a valuable tool for gaining insights into how customers perceive your products, giving you a competitive advantage.

Are you looking for a way to revitalize your content strategy and boost your social media presence? With AI-driven algorithms, our team at Path Social strives to create a stellar marketing strategy for unprecedented growth.

These key elements enable us to connect with genuine, interested, and engaged users. As a result, our approach delivers outstanding outcomes that are truly remarkable. By using our services, you can develop a long-term Instagram community. So, what are you waiting for? Start growing and gaining Instagram followers with Path Social today!