Social media can feel overwhelming, especially when you're trying to keep up with algorithms, trends, and nonstop content. But when used with intention, it becomes one of the most powerful tools you have—not just for marketing, but for building real relationships.
The most effective use of social media isn’t about pushing products or racking up followers. It’s about showing up in ways that matter. Sharing useful insights, responding to questions, and participating in conversations your audience cares about all help build trust. Long before a sale happens, that trust becomes the foundation of connection.
The goal isn’t to pitch. It’s to be present. To be helpful. To be human.
This mindset shift makes a difference. People remember who answered their question, who left a thoughtful comment, or who contributed something meaningful to a thread. Over time, these small actions add up. You’re not just seen—you’re respected.
That approach applies beyond just customers. There’s real value in engaging with your peers, your competitors, and the broader community. Supporting others in your space, exchanging ideas—even with people who challenge your perspective—shows confidence and keeps you grounded in the bigger conversation. It’s not about broadcasting. It’s about contributing.
Think of social media as a never-ending networking event. The more you give, the more you tend to get. Whether it's thoughtful comments, relevant questions, or simple encouragement, showing up consistently and authentically leads to meaningful returns. And those returns often come when you least expect them.
When used right, social media isn't just a channel. It's a catalyst for connection, for visibility, and for long-term growth.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech