Social media is a tool—and a powerful one that you can use to grow your business and community. But if you’re not approaching it from the perspective of building genuine relationships, you’re missing the point. So let’s dive into why this matters, how it applies to your business, and how you can use this mindset to stand out in the digital deluge that is today’s world.
Why People Go on Social Media
When thinking about how to use social media as a business tool, it’s easy to get caught up in tactics—what to post, how to grow followers, which hashtags to use. But before we get to the “how,” we need to ask the fundamental question: Why? Why do people get on social media in the first place?
Are they there to learn about mortgage rates? Or to brush up on amortization schedules? Probably not. As Phil Treadwell pointed out in a recent conversation (listen to it here), most people are checking social media to kill time—whether they’re waiting in line at the DMV or unwinding after a long day. They’re looking for entertainment, education, or simply to stay connected with friends and family. They’re probably not looking for technical business jargon.
That’s a critical point for any of us who are trying to use social media as a business tool. We often default to thinking that our content needs to be purely educational or promotional. But that’s not why most people open up their apps. Instead of pushing business content down people’s throats, ask yourself: What does my audience care about when they’re scrolling? Are you delivering something that genuinely engages them, or are you just adding to the noise?
The Power of Human Connection
While social media is often seen as a branding and marketing tool, we can’t forget that it’s really about human connection. That’s why people are drawn to it. Yes, they’ll engage with news, entertainment, and educational content, but at the core, people follow people. It’s human nature to be drawn to those with whom we share common ground, whether that’s interests, experiences, or even a similar life stage.
It’s no different from how we operate offline. Imagine being at a party—you’re naturally going to gravitate towards the people you already know or the ones with whom you have things in common. Social media works the same way. People are drawn to others who share their interests or lifestyle, and this is what makes connections so much more authentic.
I had an epiphany while reading Jenny Allen’s book, Find Your People (which I highly recommend). She talks about how, as adults, making friends often becomes harder because we’re no longer in environments like school where proximity and shared activities create natural bonds. It’s the same online. If you want to build meaningful connections on social media, you need to think about what you have in common with your audience.
Are you a business owner who’s also a parent? Do you juggle running a company with raising kids? Are you navigating life as a working mom or dad? These shared experiences create an instant connection.
Proximity and Commonality: The Keys to Connection
One of the biggest takeaways from Find Your People is that proximity matters. It’s much easier to build relationships with people who are close by, who you run into at the grocery store, or whose kids attend the same school. That same principle applies online—just in a different way.
Online proximity is about commonality. It’s about the things we share and the life experiences we have in common. And when you lean into that commonality—whether it’s the challenges of parenthood, the ups and downs of entrepreneurship, or even something as simple as a shared love for a hobby—you build stronger, more meaningful connections.
So when you’re creating content, think about the shared experiences that will resonate with your audience. It doesn’t have to be all business all the time. In fact, it shouldn’t be. People want to know about you—the real you. What’s your life like outside of work? What are your struggles, your wins, your passions? That’s the stuff that builds connection.
How to Stand Out: Share Who You Are
The number one way to differentiate yourself on social media is to let people get to know you. Not just the business you, but the real you. There are thousands of loan officers, real estate agents, attorneys, and entrepreneurs out there. What sets you apart is your unique personality, your story, and the things that make you, you.
Before you post another graphic about market trends or a sales pitch, ask yourself: What will help my audience get to know me better?
For example:
- Are you a parent juggling a business and family life? Share that.
- Do you live in a small town with a close-knit community? Show what that looks like.
- Do you struggle with work-life balance? Talk about it.
These are the things that make people want to connect with you. It’s about building relationships, not just selling a product or service.
The “Who” Matters More Than the “What”
At the end of the day, the real magic of social media—and any form of networking—is in the who. Who are you? Who is your audience? What do you have in common? When you focus on those things, the “what”—what you do, what you sell—becomes secondary.
People want to know the person behind the business. People crave genuine human connections. And if you can foster that through social media, everything else—sales, leads, opportunities—will follow.
If you found this helpful and want to dive deeper into how to build a personal brand that’s truly authentic, check out my full conversation with Phil Treadwell on the Influential Personal Brand podcast. And if you’re ready to take your personal brand to the next level, let’s chat! Schedule a free brand strategy call with Brand Builders Group to explore how you can stand out and connect with your audience in a real, impactful way.
