Passed on 7 April, 2025

Social media sites are essential tools for businesses to connect, build trust, and grow their audience. In this module, we’ll explore the role of social media in digital marketing, understand the purpose of different social media sites, and learn how to leverage them effectively.

✅ Learning objectivesBy the end of this lesson, you’ll be able to:Recognise the role of social media sites in digital marketing.Identify the purpose of different social media sites.

Learning objectives

By the end of this lesson, you’ll be able to:

Recognise the role of social media sites in digital marketing.

Identify the purpose of different social media sites.

It’s important to identify how to use different types of social media sites for their purposes and to achieve your goals.

Choosing the right social media platform is key to reaching your target audience. Mainstream platforms with a large number of active users offer broad reach, while niche platforms focus on specific interests for highly targeted engagement. We’ll explore individual platforms in more detail soon.

Big social media sitesSites like Instagram, TikTok, and YouTube reach large audiences, making them perfect for brand awareness. For example, a vintage store can use Instagram to showcase new arrivals, build visibility, and engage fashion enthusiasts.

Sites like Instagram, TikTok, and YouTube reach large audiences, making them perfect for brand awareness. For example, a vintage store can use Instagram to showcase new arrivals, build visibility, and engage fashion enthusiasts.

Niche social media sitesNiche networks like Strava, a fitness tracking and social platform, cater to specific audiences or interests. For example, a running shoe brand might use Strava to engage with fitness enthusiasts by creating challenges, sharing training tips, or sponsoring local running events.

Niche networks like Strava, a fitness tracking and social platform, cater to specific audiences or interests. For example, a running shoe brand might use Strava to engage with fitness enthusiasts by creating challenges, sharing training tips, or sponsoring local running events.

Social media sites can increase your visibility and connect you with new customers, all while building trust and engagement with your current audience.

Join the conversation

Social media lets you connect with customers in real time. For example, if a customer tags your beauty salon in a post showing their new haircut or manicure, responding to their post helps build trust and keeps your salon visible to their followers.

Build trust

Encourage organic user-generated content (UGC) to build trust more effectively than ads. When customers post about your products or services, it showcases authenticity. A video review from a happy customer can feel more trustworthy than traditional advertising.

Stay top-of-mind

Post regularly to keep your audience engaged and your brand top-of-mind. For example, you could share weekly updates about new arrivals to keep customers excited and informed.

Learn and improve

If a styling video titled '20 Ways to Tie a Silk Scarf' goes viral on Instagram, but a photo post gets little engagement, it's a sign to focus on engaging, visual content that resonates with your audience.

Each social media site offers unique opportunities to connect with your audience. To use them effectively, it’s important to understand their strengths and how they align with your business goals. Let’s explore some popular social media sites and their purposes.

Facebook - Community and advertising hub

Facebook is ideal for building a community, sharing updates, and running targeted ads. Its powerful ad tools help businesses reach groups of people based on general information like age, location, and interests—all in compliance with privacy regulations. It's a great platform for customer engagement, offering features like groups, events, and messaging.When to use it:Build and engage a local community.Run targeted ad campaigns.Host events or promotions.Example: A local fitness studio uses Facebook to create events for yoga workshops and promotes membership discounts through targeted ads.

When to use it:Build and engage a local community.Run targeted ad campaigns.Host events or promotions.Example: A local fitness studio uses Facebook to create events for yoga workshops and promotes membership discounts through targeted ads.

Build and engage a local community.Run targeted ad campaigns.Host events or promotions.Example: A local fitness studio uses Facebook to create events for yoga workshops and promotes membership discounts through targeted ads.

Example: A local fitness studio uses Facebook to create events for yoga workshops and promotes membership discounts through targeted ads.

Instagram - Visual storytelling

Instagram is all about visuals and videos, making it perfect for businesses that rely on compelling content to sell products, such as fashion brands, restaurants, or interior designers. Features like Stories (short, temporary posts) and Reels (short-form videos) provide engaging ways to connect with audiences and showcase your brand’s personality.When to use it:Promote products or services.Share authentic moments with Stories and Reels.Connect with influencers for collaborations.Example: A handmade jewellery shop posts videos of the crafting process and uses Stories to showcase new designs and packaging ideas.

When to use it:Promote products or services.Share authentic moments with Stories and Reels.Connect with influencers for collaborations.Example: A handmade jewellery shop posts videos of the crafting process and uses Stories to showcase new designs and packaging ideas.

Promote products or services.Share authentic moments with Stories and Reels.Connect with influencers for collaborations.Example: A handmade jewellery shop posts videos of the crafting process and uses Stories to showcase new designs and packaging ideas.

Example: A handmade jewellery shop posts videos of the crafting process and uses Stories to showcase new designs and packaging ideas.

TikTok – Short-form video

TikTok primarily focuses on short, engaging videos, making it a powerful tool for brand storytelling. It’s great for viral trends, behind-the-scenes content, and connecting with younger audiences. Brands that get creative with challenges or trending sounds can gain rapid exposure.When to use it:Participate in viral trends and challenges.Share creative and playful content.Reach audiences that value dynamic and authentic storytelling.Example: A boutique candle shop creates a video showing creative ways to use their scented candles for home decor, pairing it with a trending sound for more reach.

When to use it:Participate in viral trends and challenges.Share creative and playful content.Reach audiences that value dynamic and authentic storytelling.Example: A boutique candle shop creates a video showing creative ways to use their scented candles for home decor, pairing it with a trending sound for more reach.

Participate in viral trends and challenges.Share creative and playful content.Reach audiences that value dynamic and authentic storytelling.Example: A boutique candle shop creates a video showing creative ways to use their scented candles for home decor, pairing it with a trending sound for more reach.

Participate in viral trends and challenges.

Share creative and playful content.

Reach audiences that value dynamic and authentic storytelling.

Example: A boutique candle shop creates a video showing creative ways to use their scented candles for home decor, pairing it with a trending sound for more reach.

LinkedIn® professional networking services

LinkedIn® professional networking services are incredibly helpful for B2B (business to business) organisations or companies focused on recruiting talent. It’s perfect for networking with professionals, sharing industry insights, and building brand authority.When to use it:Share business insights and case studies.Connect with other businesses or industry professionalsPosition your brand as an industry thought leader.Example: A marketing agency shares tips on how local businesses can improve their social media strategy, connecting with other professionals in the area.

When to use it:Share business insights and case studies.Connect with other businesses or industry professionalsPosition your brand as an industry thought leader.Example: A marketing agency shares tips on how local businesses can improve their social media strategy, connecting with other professionals in the area.

Share business insights and case studies.Connect with other businesses or industry professionalsPosition your brand as an industry thought leader.Example: A marketing agency shares tips on how local businesses can improve their social media strategy, connecting with other professionals in the area.

Share business insights and case studies.

Connect with other businesses or industry professionals

Position your brand as an industry thought leader.

Example: A marketing agency shares tips on how local businesses can improve their social media strategy, connecting with other professionals in the area.

Pinterest – Inspiration and discovery

Pinterest helps businesses share ideas and inspire customers through visual content. It’s especially useful for industries like fashion, home decor, or food. Pins act as bookmarks, helping users save and explore products or services.When to use it:Share product images and styling tips.Create themed boards to inspire customers.Drive traffic to your website through pins.Example: A bakery creates a Pinterest board titled ‘Wedding Cake Inspiration,’ featuring custom cake designs and decorating tips to attract potential clients.

When to use it:Share product images and styling tips.Create themed boards to inspire customers.Drive traffic to your website through pins.Example: A bakery creates a Pinterest board titled ‘Wedding Cake Inspiration,’ featuring custom cake designs and decorating tips to attract potential clients.

Share product images and styling tips.Create themed boards to inspire customers.Drive traffic to your website through pins.Example: A bakery creates a Pinterest board titled ‘Wedding Cake Inspiration,’ featuring custom cake designs and decorating tips to attract potential clients.

Example: A bakery creates a Pinterest board titled ‘Wedding Cake Inspiration,’ featuring custom cake designs and decorating tips to attract potential clients.

YouTube – A key platform for video content

YouTube is a versatile platform for sharing both longer-form video content and shorter videos through YouTube Shorts (quick, attention-grabbing clips). It helps businesses engage customers through visuals, storytelling, and trending content.When to use it:Create tutorials, reviews, or Shorts for engagement.Share brand stories and customer testimonials.Use ads to reach broader audiences.Example: A pet grooming business posts a video titled ‘How to Brush Your Dog’s Teeth,’ demonstrating step-by-step instructions while showcasing their dental care products and services.

When to use it:Create tutorials, reviews, or Shorts for engagement.Share brand stories and customer testimonials.Use ads to reach broader audiences.Example: A pet grooming business posts a video titled ‘How to Brush Your Dog’s Teeth,’ demonstrating step-by-step instructions while showcasing their dental care products and services.

Create tutorials, reviews, or Shorts for engagement.Share brand stories and customer testimonials.Use ads to reach broader audiences.Example: A pet grooming business posts a video titled ‘How to Brush Your Dog’s Teeth,’ demonstrating step-by-step instructions while showcasing their dental care products and services.

Example: A pet grooming business posts a video titled ‘How to Brush Your Dog’s Teeth,’ demonstrating step-by-step instructions while showcasing their dental care products and services.

Now that we’ve covered the basics, let's dive into the steps to get started.

Explore these simple strategies to use social media to connect with your audience, build relationships, and grow your brand.

Identify relevant platforms

Choose platforms where your customers are most active. Different social media sites suit different audiences. For example, a clothing brand might use Instagram for its visual appeal, while a tech business might thrive on LinkedIn® professional networking services.

Create engaging profiles

Your profile is your brand’s digital storefront. Include a brief brand story, location, contact info, and captivating visuals that reflect your brand’s personality. It’s also the perfect place to communicate your brand values, helping potential customers connect with what your business stands for.

Build and engage with your social media

Encourage your existing customers to follow you by offering special promotions, discounts, or a fun competition. You can promote these through email to keep your audience engaged. Remember to check and follow your local laws and regulations before running competitions involving your customers.

Foster community

Social media is all about two-way conversations. Engage by replying to comments, joining discussions, and sharing organic user-generated content (UGC). Ensure you have a consistent approach to engagement—responding selectively, such as ignoring negative comments, can harm your brand image. Decide on a strategy that maintains consistency, shows you’re listening, and builds stronger connections.

Leverage your social media’s network

Encourage your followers to share your content to expand your reach. Their networks help amplify your message. For example, run a contest where customers tag your store in their posts or share your content as part of the entry process. Always make sure to follow your local laws and regulations when running contests or campaigns involving your customers.

A social media engagement plan helps you connect with your audience and keep your brand top of mind. By following these steps, you’ll create a focused strategy that attracts new customers, keeps existing ones engaged, and fosters a strong community.

Activity

Use the scenario below to practice designing an engagement strategy.Scenario:You’ve opened a pop-up plant shop and want to use social media to attract customers, build trust, and foster community.

Scenario:You’ve opened a pop-up plant shop and want to use social media to attract customers, build trust, and foster community.

You’ve opened a pop-up plant shop and want to use social media to attract customers, build trust, and foster community.

Step 1: Engage with your audience

Think about how you’ll connect with your audience to spark conversations and interaction. Consider replying to comments, asking questions, or using polls to encourage participation.Hint: What tactics will you use to engage followers and create meaningful interactions?Example:Respond to follower comments about plant care.Ask followers to share their favourite plant care tips.Run a ‘Favourite Plant’ poll to encourage participation.

Hint: What tactics will you use to engage followers and create meaningful interactions?Example:Respond to follower comments about plant care.Ask followers to share their favourite plant care tips.Run a ‘Favourite Plant’ poll to encourage participation.

Example:Respond to follower comments about plant care.Ask followers to share their favourite plant care tips.Run a ‘Favourite Plant’ poll to encourage participation.

Respond to follower comments about plant care.Ask followers to share their favourite plant care tips.Run a ‘Favourite Plant’ poll to encourage participation.

Download PDF

Check your knowledge

Answer these quick questions to see how well you understand the key concepts covered in this module.You must complete the knowledge check to move to the next lesson.

You must complete the knowledge check to move to the next lesson.

Question 1 of 3

What is one key advantage of using organic user-generated content (UGC)?

It builds trust through authentic customer experiences.

It reduces the need for social media profiles.

It guarantees viral success.

Show Answer

Not quite.Organic user-generated content (UGC) builds trust by showcasing authentic experiences from customers. It’s more impactful than traditional ads since it reflects genuine opinions.

Question 2 of 3

Which strategy helps increase your organic reach?

Posting the same content across all channels.

Encouraging followers to share your posts.

Posting only once a month.

Submit

Yes.Encouraging your followers to share your posts helps expand your reach organically, leveraging their networks to bring in new audiences.

Encouraging your followers to share your posts helps expand your reach organically, leveraging their networks to bring in new audiences.

Question 3 of 3

What is one key benefit of choosing the right social media site for your business?

It guarantees viral success.

It reduces the need for a marketing strategy.

It helps you reach your target audience effectively.

Submit

Yes.Choosing the right platform ensures your content reaches the people who are most likely to engage with it.

Choosing the right platform ensures your content reaches the people who are most likely to engage with it.

Lesson complete

Great job!You’ve learned the basics of building a strong social media strategy.In the next lesson, we’ll dive deeper into discovering what social media sites are right for you.

You’ve learned the basics of building a strong social media strategy.In the next lesson, we’ll dive deeper into discovering what social media sites are right for you.

In the next lesson, we’ll dive deeper into discovering what social media sites are right for you.

2. Introduction to social media ​

Learning objectives ​

Different types of social media sites ​

Mainstream and niche social media sites ​

Why social media matters for businesses ​

The purpose of different social media sites ​

Facebook - Community and advertising hub ​

Instagram - Visual storytelling ​

TikTok – Short-form video ​

LinkedIn® professional networking services ​

Pinterest – Inspiration and discovery ​

YouTube – A key platform for video content ​

Social strategy ​

How to leverage social media ​

Build a social media engagement plan ​

Activity ​

Step 1: Engage with your audience ​

Check your knowledge ​

Question 1 of 3 ​

Question 2 of 3 ​

Question 3 of 3 ​

Lesson complete ​

2. Introduction to social media

Learning objectives

Different types of social media sites

Mainstream and niche social media sites

Why social media matters for businesses

The purpose of different social media sites