What is Social Media Marketing? (and how do I use it?)

Navigating the world of social media marketing can sometimes feel like trying to assemble a LEGO Star Wars set without the instructions. You're handed a pile of platforms, a handful of hashtags, and you're somehow expected to build a thriving online presence. No pressure, right?

If you’re a small business owner or nonprofit leader, you’re likely already wearing every hat known to man: marketer, operations manager, bookkeeper, occasional IT wizard, and maybe even office therapist. So when someone suggests you should really be posting more on Instagram, it might take everything in you not to throw your phone into a lake.

But here’s the good news: understanding what social media marketing is doesn't require a degree in wizardry or a team of 12. It does require a little clarity, a little consistency, and a willingness to try, try again.

Let’s break it all down so that you can start building a solid game plan.

What social media marketing is (and what it’s not)

Before you start scheduling posts or brainstorming Reels, it’s important to really understand what social media marketing is.

The heart of what social media marketing is comes down to this: using social platforms (like Instagram, Facebook, LinkedIn, TikTok, and others) to connect with your audience, build brand awareness, and promote your products or mission in a way that feels natural and engaging.

It’s not just about selling. It’s about showing up, being useful, and building real relationships. Think less “infomercial” and more “conversation at your favorite coffee shop.” (Bonus points if that conversation ends in a sale, donation, or new client.)
So no, you don’t need to go viral or dance on TikTok (unless that’s your thing). But you do need to show up consistently and authentically.

You don’t need to be everywhere (but you should be somewhere)

One of the biggest myths about social media marketing is that you need to be on every single platform or else you’re missing out. That’s a fast track to burnout and inconsistent messaging.

Instead, ask yourself: Where is my audience hanging out—and where do I enjoy showing up? The overlap of those two questions is your sweet spot.

If you're a B2B organization or a nonprofit looking to connect with professionals, LinkedIn might be your jam. If your audience is visual and community-oriented, Instagram or Facebook could be better. If you're speaking to a younger crowd and love short-form video, TikTok might be worth exploring.

Knowing what social media marketing is also means understanding that you don’t need to do it all. You just need to do it well where it matters most.

What to post without losing sleep (or your sanity)

The dreaded blank caption box. We've all been there.

You know you “should be” posting, but figuring out what to post feels like staring into the void. It’s easy to fall into the trap of random posting: a photo here, a quote there, a blurry pic of your lunch (no judgment). But over time, this leads to confusion for you and your audience.

The trick is to stop thinking of social media as a content machine and start thinking of it as a relationship builder. You might find it helpful to think in themes—everything you post should have a purpose that falls into one of these general categories. Your content can:

Educate: Teach something your audience wants to know. (“Did you know…?”)

Inspire: Share stories or mission wins that motivate and uplift. (“Look what’s possible!”)

Relate: Show the humor and humanity behind the brand. (“You’ll never believe what happened.”)

Promote: Highlight your services, products, or events. (“Here’s how to take the next step.”)

Engage: Ask questions, take polls, or share content that sparks replies. (“What’s your opinion?”)

Understanding what social media marketing is includes realizing it’s a two-way street. You’re not just broadcasting—you’re inviting conversation. And if someone responds with a comment, question, or emoji reaction? You’re doing it right.

Algorithms, schmalgorithms

Yes, algorithms are real. Yes, they change constantly. No, you don’t have to worship at their altar to be successful on social media.

You can’t always control how many people see your posts—but you can control how much your audience cares when they do, which is why content that’s honest, clear, and actually helpful will always win in the long game.

Here’s the secret: algorithms tend to reward genuine engagement. That’s good news for those of us who are more interested in building trust than chasing trends.

Followers are fun, sure. But 500 engaged people who actually care about what you do are far more valuable than 5,000 random accounts who kinda forgot that they still follow you. So, focus on connection. Respond to comments. Share stories that matter. That’s what makes someone stop scrolling and say, “Hey, I like this brand.”

Influencers, trends, and the “cool kid” factor

We’d be remiss not to mention the whole influencer thing. Whether it’s a mega-celeb repping designer toothpaste or a micro-influencer sharing their favorite local bookstore, there’s power in peer-to-peer recommendation.

But even if you’re not hiring influencers, you can still be one for your brand. Your team, your volunteers, your customers—those are your “people of influence.” Encourage them to share your content, tag you in posts, or leave reviews.

Trendy content (like Stories, Reels, memes, or even “photo dumps”) can also be a great way to ride the wave of what’s working—if it fits your brand and audience.

But remember: part of understanding what social media marketing is means recognizing that trends are tools, not the “main thing.” You’re not just trying to look cool—you’re trying to create connection, awareness, and action.

What about paid advertising?

Ah yes, the age-old debate: to boost, or not to boost?

There’s no doubt that organic reach has gotten harder. Paid advertising can absolutely help you get your content in front of the right people, but it works best when you already have a clear message and goal.

Ads won’t fix a broken strategy, but they can amplify a good one.

Whether you’re promoting a fundraiser, an upcoming sale, or trying to reach a new audience, a small budget can go a long way if it’s well-targeted. So, yes—understanding how to leverage social media marketing includes knowing when and how to invest in paid efforts. It’s not cheating—it’s just smart strategy.

So…where should you start?

If you’ve made it this far, you’ve already got a head start. You understand what social media marketing is, and that it goes far beyond cute posts and clever captions. It’s a strategic, intentional way to connect with the people who matter most to your mission or business.

So here’s your homework (don’t worry, there’s no grade):

Pick one platform to focus on this month.
Commit to posting 2–3 times per week.
Choose 2–3 content themes that reflect your brand.
Engage with your audience—reply to comments, DMs, and tags.
Track what works. Rinse and repeat.

And if you still feel like you’re shouting into the void some days? That’s normal. Social media is a long game, and everyone’s figuring it out as they go. Knowing what social media marketing is helps you stop spinning your wheels and start showing up with purpose. You don’t need to be everywhere, you don’t need to be perfect, and you definitely don’t need to dance (unless it’s a Friday and you're feeling it).

Need help building a strategy, creating content, or simply figuring out how to not hate social media? That’s kind of our thing. Reach out—we’d love to help you get it all sorted out.

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