A Beginner’s Guide to Growth & Engagement

Published by Audubon Media

Social Media Marketing: How It Works and Why It Matters

Social media marketing is one of the most powerful tools in today’s digital landscape. With billions of users worldwide scrolling through platforms like Facebook, Instagram, LinkedIn, and TikTok every day, it’s no surprise that businesses—big and small—are using social media to connect, engage, and grow. But how does social media marketing actually work? Let’s break it down.

1. Choosing the Right Platforms for Your Business

Each social media platform has a unique purpose and audience. To succeed, it’s important to meet your customers where they are:

• Facebook is great for community building and sharing updates or promotions.

• Instagram thrives on visual content—perfect for product-based businesses or personal brands.

• LinkedIn is ideal for B2B marketing, networking, and sharing professional insights.

• TikTok is your go-to for short, creative videos and engaging trends that go viral fast.

Tip: Don’t try to master all platforms at once. Choose 1–2 that align with your brand and target audience.

2. Creating a Social Media Calendar

Consistency is key. A social media calendar helps you:

• Stay organized with planned posts

• Balance different types of content (tips, promotions, testimonials, behind-the-scenes)

• Schedule posts during optimal engagement times

You can use tools like Later, Planoly, or Meta Business Suite to schedule in advance and maintain a steady flow of content.

Pro Tip: Include hashtags and trending sounds or topics to boost visibility.

3. Engaging With Your Audience

The magic of social media isn’t just in posting—it’s in connecting:

• Reply to comments and DMs

• Ask questions in your captions

• Use polls, stickers, and interactive features in stories

• Celebrate your audience—reshare their content and say thank you

Engagement builds trust, loyalty, and organic growth. When people feel seen, they come back.

4. Measuring Your Success on Social Media

To understand what’s working, track these key performance indicators (KPIs):

• Reach – How many people saw your post

• Engagement – Likes, comments, shares, and saves

• Click-through rate – How many people clicked a link

• Follower growth – How your audience is expanding over time

Most platforms offer free analytics. Review your insights weekly to tweak your strategy and double down on what’s performing best.

Social media marketing is more than just posting—it’s about strategy, storytelling, and service. When you show up consistently, connect genuinely, and measure your progress, you build a brand that stands out in a crowded digital world.

Whether you're a startup, solo entrepreneur, or small business owner, mastering these basics can unlock powerful results.

Empowering brands through strategy, storytelling, and smart marketing tools.

Need help with your social media? Audubon Media offers content planning, platform strategy, and hands-on coaching tailored to your business goals.