From zero to 3.6 billion in 27 years.
An estimated 3.6 billion people around the world use social media. That means approximately one half of the global population can instantly connect with one another with the touch of a keystroke.
For the last approximately 27 years—since the launch of the first social media platform (Six Degrees) in 1997—social media usage has been growing exponentially, and its impact on the world, for better or worse, is just one sliver of the complex pie that makes up the digital revolution. From personal connection and convenience to targeted and relevant advertising, social media has made life easier in many ways, and the implications of its impact are continually a topic of discussion, debate, and consideration.
June 30, 2024 is the 15th annual World Social Media Day, a holiday started in 2010 by the multi-platform digital media website, Mashable to “recognize and celebrate social media’s impact on global communication.” The transformative power of platforms like Facebook, X, Instagram, TikTok, Snapchat, and LinkedIn is undeniable, and new and more sophisticated platforms are sure to follow. These platforms connect people worldwide and are shaping the way we interact and engage with each other.
Social media’s early platforms, like MySpace and Friendster, laid the groundwork for what would become a digital revolution in communication, providing individuals with unprecedented opportunities to connect with others, share experiences, and build communities online. While many platforms didn’t stand the test of time, they paved the way for the juggernaut of platforms that followed.
Social media has become an integral element in marketing and advertising.
Social media’s growth hasn’t only impacted social communications—it has changed the marketing and advertising industry, becoming an essential tool for businesses to connect with their audiences, drive sales, and more.
Davidson Belluso has witnessed firsthand the transformative power of social media in helping our clients achieve their marketing objectives, from reinforcing their brands and increasing awareness to recruiting employees and inspiring positive behavior changes.
One of the most significant impacts of social media in the marketing industry is its ability to facilitate direct and authentic communication between brands and their customers. Through platforms like X, Instagram, and LinkedIn, businesses can engage in real-time conversations with their audiences, addressing concerns, sharing updates, and building relationships that foster brand loyalty. Social media advertising enables businesses to reach specific demographics through more targeted and cost-effective channels than traditional media vehicles and makes it easier to track results and engagement and adjust campaigns in real-time.
Today, top brands and small businesses use social media to build and shape their brands, educate consumers, recruit employees, share information, promote events, and more. It has become an increasingly popular and even essential element in a comprehensive marketing plan, addressing a wide variety of marketing objectives, including:
- Research: Branded social media accounts enable potential consumers/partners to learn about the business and its products and services before initiating contact or making a purchase.
- Personal Connection: People want to work with or buy from a company with whom they feel a personal connection. Social media can help humanize an organization by developing and shaping its brand personality.
- Active Listening: Through social media, brands can effectively gauge who their customers are (and aren’t), what the company is doing right (and wrong) and get direct feedback to help them improve.
- Advertising: Social media companies sell ad space that enables advertisers to place highly targeted ads at a much lower cost than traditional advertising.
- Communication: Social media is one of the only marketing channels that enables consumers to interact with, advocate for (or against), or engage in open discussions with a brand.
How marketing firms help businesses maximize their social media presence.
The future of social media promises even more transformative changes, with emerging technologies like augmented reality and virtual reality poised to redefine the user experience. “It’s fun to experiment with all of the new technology and features—and sometimes hard to keep up,” says Davidson Belluso’s General Manager, Mike Barcia. “Previously, successful social media campaigns told a story over time through posts. While this approach can still work on some platforms, sites like TikTok are becoming more conversational. Ads on social media now often resemble mini product reviews, adapting to mimic content strategies from content creators. This trend has even appeared in television ads. Whereas 20+ years ago, the goal was to achieve ‘broadcast quality,’ now we see broadcast channels airing content designed to look like it was produced on a phone rather than a broadcast camera,” Barcia explains.
With its nuanced algorithms, precise targeting capabilities, and ever-changing trends, social media advertising and management require a thorough understanding of the category, a commitment to staying on top of the latest trends and technology, and the workforce to do it. For many businesses, effectively managing the ever-growing options, opportunities, and advancements in social media is a responsibility delegated to an advertising, marketing, or public relations partner.
In addition to creating and running social media ads, marketing partners can provide comprehensive strategies that include content creation (blog posts, videos, infographics, podcasts), community engagement insights, influencer partnerships, social listening tools, data analytics and reporting, crisis communications, and integrated campaigns that leverage social media with other marketing channels.
Davidson Belluso uses social media advertising as a key tactic in most of our clients’ marketing strategies. We are also able to help identify, build, and engage communities, provide brand content and channel strategy, and assist with influencer outreach and the collection and analysis of real-time engagement. “The digital landscape continues to evolve, and using the power of social media to drive business results is becoming increasingly important,” says CEO, Michela Belluso. “Our clients have a lot of responsibilities in addition to marketing so we’re happy to help. Our agency is committed to leveraging the latest trends and innovations in social media to drive success for our clients and deliver meaningful results.”
Social media’s impact on global communication is growing exponentially, paving the way for endless business possibilities worldwide. What will World Social Media Day look like 15 years from now? Only time will tell, but our prediction is that social media will still be serving as a catalyst for innovation, connection, and meaningful engagement around the world and in our small corner of it. Happy World Social Media Day!
