BACK
Social Media Marketing
Taylor Tunnison • June 10, 2022

Social media marketing is a broad topic. It means different things to different people depending on their level of knowledge. Regardless, social media is an essential part of any solid marketing strategy. Digital platforms like Facebook are amazing places for businesses to establish their voices, expand their reach, and interact directly with global audiences. This basic primer on social media marketing will help you to understand the history, nuance, and value of various interactive online platforms.

A Brief History of Social Media

You’re likely familiar with social media to some degree. These popular websites connect billions of people around the world today. It’s hard to overstate just how influential they are when you consider the history of marketing as a whole.


Marketing has evolved dramatically over the past century. In the early 1900s, market competition was low and products basically sold themselves. Word of mouth was often enough to promote most goods made by hand in small batches. However, the arrival of radio technology, household brands, and the Great Depression pressured companies to stand out from the crowd by raising awareness about their products and services. Television further transformed marketing with its emphasis on branding, advertisement, and public relations. With the rise of the public internet during end of the 20th century, countless new methods of promotion came to life.


Enter social media circa 1995. In rapid succession, Classmates.com, LunarStorm, Bolt.com, SixDegrees.com, AOL Instant Messenger, and Friendster launched. Then LinkedIn, Myspace, Skype, and Facebook followed suit. In 2005, Reddit launched and Facebook introduced photo sharing. Twitter emerged in 2006, followed by Pinterest and Instagram in 2010.


These vastly different online platforms had one thing in common: interpersonal communication. Whether via photos, videos, posts, or messages, they all supported some form of online interaction. Herein lies the magic of social media marketing. These digital spaces are populated with consumers who expect their favorite brands to contribute to collective conversations. When used properly, they offer endless avenues for (nearly) free advertising.


Social media marketing involves creating meaningful connections with real people. It promotes trustworthiness through authenticity, loyalty through consistency, and influence through sincerity. Companies that are active on social media platforms step up to meet consumers where they already are: online.

Social Media Platforms

There’s no shortage of social media channels today. Companies must be strategic with their time, teams, and resources if they wish to make the most of these opportunities. That’s why successful social media marketing requires a clear strategy to be effective.

 

Social media is all about being in the right place at the right time. While most platforms can accommodate most industries, no channel is right for everyone. For instance, it makes sense for a B2B service provider to spend more time and effort on LinkedIn than Twitter. That’s because LinkedIn is home to professionals of all kinds who are looking to expand their network. On the other hand, Twitter is a better channel for podcasters, music producers, and emerging political commentators.


Instagram, now owned by Meta (Facebook), began as a simple photo sharing platform. Now it’s also home to many realtors, graphic designers, and anyone who provides photogenic products and services. Similarly, video streaming platforms like Twitch and YouTube are made specifically for live streamers, visual content creators, and video game enthusiasts.


Facebook ranks as the most popular social network. It boasts nearly 3 billion users represented by almost every demographic imaginable. That’s why we recommend that most companies begin with Facebook. Profiles are free to create, simple to manage, and endlessly customizable. They can display photos, reviews, contact information, and upcoming events. It’s still possible to gain a large organic following on Facebook, but companies can also promote their content for as little as $1 per day.


Social media allows small businesses to compete with established competitors. Along with a professional website, it levels the playing field by rewarding valuable content and authentic interaction. Knowing which platform(s) is ideal for your company’s unique needs and goals is the first step towards successful social media management. 

Social Media Basics

Social networks like Facebook are accessible and user-friendly. That’s why the average American spends at least an hour on their favorite platforms daily. Companies which contribute to the network position themselves for greater brand awareness.


Users want to see that your company is legitimate. That’s why we recommend posting to social media at least once a week per platform. Do your best to maintain a regular posting schedule that suits your goals. Don’t worry if your page doesn’t gain many followers overnight. It takes time and effort to build an online following. Pay attention to popular trends and which of your posts attract the most attention. Luckily, most platforms support detailed analytics that provide insight into which kind of content performs best.


Social media platforms provide companies with tons of useful features. This makes connecting with consumers easier than ever. Users can engage directly with posts including candid photos, company events, and new product launches. These things show that your company is active and personable. Make sure to respond to comments, ideally within a day or two, to nurture relationships with your loyal followers. This will go a long way in showing that your company prioritizes their experiences.


It's important to always provide your audience with value. We recommend following the 80/20 rule, which states that no more than 20% of your content should directly promote products and services. The other 80% should focus on helping, educating, and entertaining users. Prioritize content that includes industry insights, expert advice, engaging infographics, and motivational or uplifting success stories. Consider linking to informative blog posts or credible external sources with tricks, tips, and best practices. These will captivate your audience and keep them coming back for more week after week.

Our Social Media Management Service

We take a customized approach to social media management. Our team sits down and discusses your needs before looking at existing strategies and identifying opportunities for improvement. Then, we establish a plan tailor-made to achieve your unique goals.


Our team begins by studying the current market while researching local and national competitors. We examine your networks, reach, and analytics to see where more effort is needed. Our team will gladly explain essential social media terms in plain language to help you put important metrics into perspective. We also detail the benefits of social media advertising and help you calculate a budget for your custom campaigns.


We stand out from the many other digital marketing agencies because we work together to align with your company’s objectives. Our team collaborates directly with yours to create custom graphics and post copy for every channel. Then, we listen to your feedback before scheduling posts every month on your behalf. Think of us as your personal social media managers, a dedicated extension of your own internal team.


Our goal is to improve your company’s reach, online engagement, and brand awareness over time. We aim to build and maintain genuine relationships with your followers that generate interest, leads, and ultimately, sales. Feel free to contact us for more information about social media marketing. With our help, your company can deliver engaging content and unmatched value across Facebook, LinkedIn, and Instagram.


Originally published on September 25th, 2020

Are You Interested In More?

SCHEDULE A MEETING

Share This Post With Your Friends

Latest Posts

Mastering Social Media Marketing in 2025

May 19, 2025
Trends, Tools & Tactics for a Winning Strategy In the ever-evolving world of digital marketing, staying ahead of the curve is essential—especially when it comes to social media. In 2025, platforms are smarter, audiences are more selective, and content must be more strategic than ever. Whether you’re a startup or an established company, here’s how to master social media marketing in 2025 and stay competitive. 1. Embrace Short-Form Video as a Core Strategy Short-form video continues to dominate across platforms like TikTok, Instagram Reels, and YouTube Shorts. It’s not just trendy—it’s effective. Brands using video content in their social media strategy are seeing better reach, higher engagement, and stronger brand recall. Pro Tip: Keep videos authentic, mobile-optimized, and aligned with your brand voice. 2. Use AI and Automation Without Losing the Human Touch AI tools are reshaping content marketing—from auto-generating captions to predicting the best times to post. But in 2025, success depends on blending automation with genuine storytelling. AI-driven tools can now analyze user behavior to recommend the best posting times, tailor content to specific audience segments, and even generate video scripts or image suggestions. These tools reduce manual workload and increase the speed of campaign execution—allowing teams to stay agile in a fast-moving landscape. But with all this innovation, there's a caveat: authenticity matters more than ever. Audiences in 2025 can spot generic or robotic content a mile away. The most successful brands are those that use AI to enhance creativity, not replace it. 3. Go Beyond Likes: Prioritize Conversions and Commerce Social media is now a key driver of sales—not just brand awareness. In-app shopping , product tagging, and clickable video content are transforming platforms into storefronts. We help businesses set up and optimize paid social advertising campaigns that are designed to convert, not just attract followers. 4. Diversify Platforms—But Be Strategic Different platforms offer different strengths—Instagram excels at visual storytelling, LinkedIn is ideal for professional thought leadership, and TikTok thrives on entertainment and discovery. Rather than stretching your resources thin by being everywhere at once, focus on building a strong presence where your target audience is most engaged. Then, tailor your content to match the tone, format, and behavior of users on each platform for maximum impact. 5. Data Is the New Creative Your content might be captivating, but if it’s not supported by data, it’s a shot in the dark. A successful social media marketing strategy in 2025 requires the ability to measure performance and adapt quickly. Social platforms now offer advanced analytics that go beyond likes and shares. These analytics offer helpful insights that can help identify: The best days and times to post Top-performing content themes Efficient ad spending options Top trends Goals tied to business outcomes Ready to Elevate Your Brand’s Social Presence? In 2025, success on social media requires more than just being active—it takes intention, creativity, and data-driven execution. Let True North Technologies help you turn your social platforms into a growth engine. Contact us today to schedule a call and start mastering your social media presence.

Why Your Business Needs a Strong SEO Strategy in 2025

By Rachel Hayden • March 11, 2025
As we begin 2025, businesses must adapt to new trends and challenges of Search Engine Optimization (SEO) as it continues to become more relevant. Whether you're running a small startup or an established company, a robust SEO strategy is no longer optional—it’s essential.  Here’s why your business needs a strong SEO strategy in 2025: 1. Increased Competition in the Digital Space As more businesses invest in online marketing, the digital marketplace is becoming increasingly crowded. In 2025, there will be even more companies vying for attention across search engines, social media platforms, and beyond. SEO is the key to standing out. A well-executed SEO strategy helps ensure that your website ranks higher on search engine results pages (SERPs) , making it more likely that potential customers will find your business before they find your competitors. 2. Google’s Algorithm Updates Keep Changing Google's algorithms are constantly evolving to provide users with the most relevant, high-quality search results. In 2025, it’s expected that Google will continue to refine its ranking system with updates focusing on user intent, mobile-first indexing, and even more advanced AI-based algorithms. A strong SEO strategy helps businesses keep up with these changes and ensures that their website is optimized for each update, preventing a drop in rankings. 3. User Experience (UX) Will Be More Important Than Ever Google has increasingly emphasized the importance of a positive user experience as a ranking factor. In 2025, factors like site speed, mobile optimization, easy navigation, and relevant content will continue to play a crucial role in determining where your site ranks. A strong SEO strategy focuses not only on keyword optimization but also on creating a seamless and user-friendly experience for visitors, helping to keep users engaged and coming back for more. 4. Voice Search and AI Will Dominate With the rise of voice search through smart devices like Alexa, Siri, and Google Assistant, optimizing for voice search will be more important than ever. As people ask questions in a more conversational tone, businesses must adapt their SEO strategies to include long-tail keywords and natural language. Additionally, AI advancements will make personalized search results the norm, making it essential to provide high-quality, relevant content tailored to your audience's needs. 5. SEO Provides Long-Term Results Unlike paid advertising, SEO offers long-term benefits that compound over time. While ads can deliver instant results, SEO can generate organic traffic that steadily increases as your website climbs the search rankings. In 2025, a strong SEO strategy will provide your business with sustained growth, ensuring that your content continues to be discoverable and valuable to your target audience. 6. Local SEO is Key for Small and Medium Businesses For small and medium-sized businesses , local SEO will remain one of the most effective ways to connect with customers in your area. In 2025, local search queries are expected to grow, as users seek businesses near them. Claiming and optimizing your Google Business Profile, ensuring your NAP (Name, Address, Phone number) information is consistent, and generating positive customer reviews will be essential components of your local SEO strategy. 7. Content Marketing and SEO Go Hand-in-Hand Content marketing and SEO are a dynamic duo that, when paired together, can create powerful results. As search engines continue to prioritize high-quality, relevant content, having an SEO strategy that aligns with your content marketing efforts will help you rank higher and connect with your target audience. In 2025, content creation will be more than just producing blog posts—it will involve creating videos, infographics, and podcasts that serve your audience’s needs while being optimized for search. 8. The Shift Towards Mobile-First In 2025, mobile-first indexing will be more important than ever. With the growing reliance on smartphones and tablets, Google primarily uses the mobile version of your site to determine rankings. If your site isn’t mobile-friendly, you’re likely missing out on valuable traffic. A strong SEO strategy ensures that your website is optimized for mobile, offering users a seamless browsing experience no matter what device they’re on. 9. Measurable ROI One of the biggest advantages of SEO is that its results are trackable and measurable. You can monitor the success of your SEO strategy by tracking key metrics like organic traffic, bounce rate, conversion rates, and keyword rankings. With the right tools and analytics in place, you can clearly see how your SEO efforts are impacting your bottom line, making it easier to adjust strategies as needed to maximize results. 10. SEO Builds Trust and Credibility Trust is a key factor in customer decision-making. Websites that rank well in search engines are often perceived as more credible and trustworthy. A strong SEO strategy not only focuses on ranking but also on providing value through helpful, informative, and well-crafted content. By demonstrating expertise and addressing customer needs, you can build trust with your audience, increasing the likelihood of conversions and brand loyalty. Stay Relevant With SEO As we enter 2025, SEO will continue to be one of the most valuable tools for businesses looking to succeed in a competitive digital landscape. A solid SEO strategy ensures that your business stays relevant, competitive, and visible to potential customers. Whether you’re looking to improve your website’s user experience, capitalize on local SEO, or build a content marketing plan, now is the time to invest in SEO for long-term growth and success. If you’re looking to get started or optimize your existing SEO strategy, True North Technologies is here to help. Contact us today to learn how we can help you grow your online presence and achieve measurable results!

Why Authentic Connections Matter in Digital Marketing

By Rachel Hayden • March 6, 2025
With billions of users online, brands are constantly fighting for attention. Consumers are bombarded with ads, emails, and social media content every day, making it harder than ever to break through the noise. So, how can businesses stand out and create lasting impressions? The answer lies in authentic connections—building real relationships with your audience instead of just selling to them. At True North Technologies, we believe that digital marketing is more than just clicks and conversions; it’s about creating meaningful interactions that foster trust, loyalty, and long-term success. Here’s why authentic connections matter in digital marketing. 1. Consumers Crave Realness Today’s consumers are savvier than ever. They can spot a generic ad or sales pitch from a mile away, and they’re not easily swayed by overly polished, impersonal messaging. Instead, they gravitate toward brands that feel genuine, relatable, and human. One of the best ways to showcase authenticity is through organic content —unpaid, value-driven posts that highlight your brand’s personality, mission, and customer experiences. By using organic messaging, behind-the-scenes content, and real customer experiences, businesses can create a sense of transparency and trust—two factors that are essential for building strong relationships. Whether it’s through social media, email marketing, or paid advertising, your messaging should feel personal, not robotic. 2. Trust Leads to Loyalty Trust is the foundation of any successful brand. When customers feel like they know and understand a brand, they’re more likely to engage, buy, and advocate for it. But trust isn’t built overnight—it requires consistent, honest communication. One way to establish credibility is by showcasing user-generated content (UGC) and real customer testimonials. When potential customers see others sharing positive experiences with your brand, they’re more likely to believe in your product or service. Additionally, responding to comments, reviews, and messages in a thoughtful and authentic way reinforces that you value your audience’s voice. 3. Authenticity Improves Engagement People engage with content that resonates with them emotionally. Authentic digital marketing doesn’t just tell people what they want to hear—it speaks to their values, interests, and pain points. This is why brands that embrace organic content see higher engagement rates across digital platforms. Unlike paid ads, organic content allows brands to connect with their audience in a more natural way. Sharing stories, educational content, and interactive posts creates a two-way conversation that keeps followers engaged. Brands that humanize their messaging by sharing behind-the-scenes content, team highlights, or even admitting mistakes (and showing how they’ve improved) foster deeper emotional connections. Simon Sinek's "Golden Circle" concept can be particularly helpful here. By focusing on why your brand exists before explaining what you do and how you do it, you’ll establish a deeper emotional connection with your audience. Consumers are more likely to engage with a brand that shares its purpose and values, rather than simply promoting a product or service. 4. Personalization Enhances the Customer Experience Personalized marketing is another way to create authentic connections with your audience. People don’t want to feel like just another number in your sales funnel; they want to feel like they matter. Using data-driven insights , brands can craft highly relevant content tailored to individual preferences and behaviors. Whether it’s through personalized email campaigns, dynamic website content, or targeted digital ads, brands that speak directly to their audience’s needs create stronger, more meaningful relationships. 5. Authentic Brands Stand the Test of Time Trends come and go, but authenticity never goes out of style. Brands that prioritize real, human connections don’t just gain customers—they build communities. By fostering long-term relationships instead of focusing solely on short-term gains, businesses can create sustainable growth and brand loyalty that lasts for years. At True North Technologies , we help brands craft authentic digital marketing strategies that go beyond surface-level tactics. From social media and content marketing to paid digital advertising, we focus on creating real connections that drive real results. Ready to Build Authentic Connections? If you’re looking to elevate your digital marketing strategy with authenticity at its core, we’re here to help. Let’s create a marketing approach that feels human, builds trust, and drives lasting success. Contact us today to get started!