How social media became a strategic tool for modern brands

By: Katie Bruton, Senior Account Executive

Social media first emerged in the early 2000s as a space to connect with friends and family. Platforms like Facebook were designed to help people stay in touch, share updates, and build online communities. But as social media evolved, new platforms like LinkedIn, Twitter (X) and Instagram gained popularity, and brands realised the potential of social media for not just communication, but for influence and digital PR.  

Today, social media is essential to modern marketing. Consumer brands have been utilising social media for years, but now B2B companies are also increasingly recognising its value as a strategic channel for thought leadership, relationship-building, and brand awareness.  

But, social media isn’t just a quick-fire platform; it takes strategy, careful planning, and theory to work effectively.  

The theory behind social media.  

The power of social media lies within its ability to engage users passively. Unlike search engines or trade publications, where users are actively seeking information, social media content catches attention during moments of downtime. This passive exposure can be explained by communication theory.  

Uses and Gratifications Theory explains how people use social media to satisfy specific needs, such as entertainment, information, or social connection. Even for B2B brands, a well-crafted LinkedIn post providing industry insights can resonate even if the viewer isn’t in ‘buying mode’. It helps build familiarity and trust, enhancing your brand's digital PR efforts.  

Similarly, Peripheral Route Persuasion, which is part of the Elaboration Likelihood Model, highlights how people are more influenced by surface level cues such as visuals, tone, and credibility markers. This is why design, consistency and brand voice are so important. A visually engaging post with clear messaging can persuade even distracted viewers and plant seeds for future engagement.  

According to Agenda-Setting Theory, media doesn’t tell us what to think, but it does tell us what to think about. For B2B brands, this means consistent strategic posting around key industry topics can elevate issues in the mind of your audience by leading the conversation and positioning the brand as a thought-leader, a cornerstone of modern digital PR strategies.

Understanding your audience 

But theory can only get you so far, understanding your audience is crucial to a successful social media strategy. Taking the time to learn about what your audience cares about, how they consume content and where they spend their time is essential.  

Tying your content to key events, such as product launches, industry conferences, awareness days or even trending memes or TV shows, gives your posts a natural hook. These moments offer opportunities to engage with your audience in real time.  

Social media gives brand a chance to be seen, heard and remembered, even when the audience isn’t actively looking. When executed strategically social media becomes a cornerstone of effective digital PR, amplifying your brand message and building long-term relationships with your audience.

If you want your brand to be seen, heard and remebered on social media? We can work with you to create a strategy that connects with your audience, builds trust and makes your digital PR efforts stand out. Get in touch today and start turning your social media presences into real impact.