Beyond Presence: How to Make Social Media Work for Your Brand

Authors: Chiara Comini & Jairo Morales

Today, having a presence on social media is almost a requirement for any business. But is simply being there enough? The answer is a clear no.

‍Many businesses mistakenly believe that just having an account on every platform is enough to make an impact. However, without a clear strategy aligned with brand objectives, digital presence becomes fragmented, missing valuable opportunities for growth and audience connection.

‍In this article, we explore why a well-defined strategy is the key to making social media a powerful driver for brand success.

1. Not All Platforms Play the Same Role

Each social media platform serves a different purpose and attracts distinct audiences. Copy-pasting the same content across all channels is not an effective strategy. Instead, brands must understand how each platform contributes to branding and tailor their messaging accordingly.‍

• LinkedIn: Ideal for B2B positioning, thought leadership, and professional networking.
• Instagram: Best for showcasing the brand’s visual identity, aspirational storytelling, and community engagement.
• TikTok: A powerhouse for creative, viral content and building brand personality, especially among younger audiences.

‍"Posting the same content on every platform isn’t a strategy—it’s just recycling. Each platform has its own language and dynamic, and understanding this is key to making an impact." - Chiara Comini, Head of Social at Scalto.

2. Consistency Builds Trust

Branding isn’t just about logos and colors—it’s about how people perceive your brand. To ensure a strong brand perception, social media communication must be consistent in tone, style, and messaging.‍

• Define a brand voice that aligns with your identity and maintain it across all platforms.
• Ensure visual consistency in design and branding elements to enhance recognition.
• Keep messaging aligned with the company’s values, no matter where it’s published.‍

Brands with a strong identity on social media generate higher trust and audience loyalty.‍

3. It’s Not Just About Selling—It’s About Building Relationships

One of the biggest mistakes businesses make on social media is focusing only on sales rather than creating value for their audience.‍

How to provide value?

• Sharing educational and informative content.
• Engaging in conversations and responding to your audience.
• Showcasing the human side of your brand through real stories and case studies.‍

Social media is not a product catalog—it’s a channel to build relationships and trust.‍

4. Measuring Success Beyond Followers

Success on social media isn’t just about follower count. Metrics such as engagement, retention, and conversions offer a more accurate picture of real impact.‍

• Engagement: Comments, shares, and likes show how relevant content is.
• Website traffic: Are social platforms driving visits and conversions?
• Retention time: How long do users stay engaged with the content?
• Brand mentions & sentiment: What’s the conversation around your brand?‍

"It’s not just about growing your follower count—it’s about building a community that interacts and trusts your brand." - Jairo Morales, Social Media Strategist at Scalto.‍

Being on social media without a clear strategy is like opening a business without knowing your target customers. If you truly want social media to be a powerful tool for brand growth, you need to:‍

• Choose the right platforms for your audience.
• Maintain consistent messaging and visual identity.
• Focus on providing value, not just selling.
• Measure success beyond followers.

‍Social media is not an end goal—it’s a tool to build a strong brand, connect with your audience, and drive business growth.‍

Is your brand using social media strategically? If you're unsure, Scalto can help you design a strategy that truly drives growth.

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