The Business Case for Social Media: Beyond Likes and Shares. Why It Matters.

For over a decade, businesses have been told they “need to be on social media.” Many have followed that advice, posting sporadically or chasing vanity metrics like likes and followers. But in 2025, with platforms more crowded than ever, the real question isn’t “should we be on social media?” — it’s “how do we make social media work for the business bottom line?”

The reality is simple: likes don’t pay the bills. Social media is not about popularity contests. When approached strategically, it becomes a measurable growth driver, supporting brand awareness, sales, recruitment, and customer retention.

This guide explores the business case for social media in 2025 and beyond, looking past vanity metrics to demonstrate how the right strategy delivers tangible business outcomes.

Why Social Media Still Matters

It’s tempting to dismiss social media as noisy or oversaturated. Yet for business leaders, the numbers are too big to ignore:

• Over 4.9 billion people worldwide use social media (expected to hit 5.2 billion by 2026).
• The average UK user spends 2 hours 26 minutes daily on social platforms.
• 54% of users research products and services on social media before making a purchase.

Social media is where your customers are — whether you’re B2B, B2C, or somewhere in between. It’s not just about being present; it’s about being strategic.

The Shift from Vanity Metrics to Business Metrics

Likes, followers, and impressions once dominated boardroom conversations. But these vanity metrics don’t prove business impact.

In 2025, leaders are asking tougher questions:

• How many leads or sales are we generating?
• Are we reaching the right decision-makers?
• How does social media influence customer retention and brand loyalty?
• What’s the return on investment (ROI) compared with other channels?

The focus has shifted from quantity to quality. It’s not about how many followers you have, but how many of them convert into paying customers, advocates, or long-term clients.

The Strategic Role of Social Media

Done well, social media supports the entire customer journey — from awareness to advocacy. Let’s explore how.

1. Brand Awareness and Visibility

Social media is often the first touchpoint a customer has with your brand. Strong visibility ensures you’re part of the consideration set.

Business example: A law firm that shares helpful, plain-English advice on LinkedIn becomes top-of-mind when SMEs need legal support.

2. Lead Generation and Sales

Modern platforms have evolved into powerful lead generation tools:

• LinkedIn ads targeting decision-makers by industry and job role.
• Instagram and TikTok shoppable posts linking directly to e-commerce checkouts.
• Facebook lead forms integrated with CRM systems.

Social isn’t just about awareness; it’s about conversion.

3. Customer Service and Retention

Customers expect fast, transparent service — often turning to social media before email or phone. Responding quickly builds trust, while ignoring complaints damages reputation.

Tip: Businesses using social for customer service see 20–30% higher customer satisfaction scores.

4. Recruitment and Employer Branding

Candidates vet employers through social channels. A strong employer brand presence attracts top talent and reduces recruitment costs.

5. Thought Leadership and Trust

In B2B especially, social media allows businesses to demonstrate expertise and build credibility. By sharing insights, case studies, and commentary on industry trends, leaders position themselves as trusted advisors.

Choosing the Right Platforms

One common mistake is trying to be everywhere. Each platform has different strengths.

• LinkedIn: B2B networking, thought leadership, recruitment.
• Facebook: Broad reach, communities, events, local marketing.
• Instagram: Visual storytelling, lifestyle branding, e-commerce.
• TikTok: Short-form video, brand personality, younger audiences.
• X (formerly Twitter): Real-time updates, PR, industry commentary.
• YouTube: Long-form video, tutorials, storytelling.

The key is alignment: choose the platforms where your audience is active and your content adds value.

Building a Social Media Strategy That Drives ROI

To move beyond likes and shares, your social strategy must connect to business objectives.

Step 1: Define Objectives

Examples include:

• Increase qualified leads by 25% within 12 months.
• Drive 15% more traffic to the website via LinkedIn.
• Boost customer retention by 10% with improved social support.

Step 2: Understand Your Audience

Who are you targeting? What problems do they have? What content resonates with them? Use social listening tools to uncover real conversations.

Step 3: Create Valuable Content

Content is the currency of social media. It must educate, entertain, or inspire. Formats include:

• Explainer videos.
• Infographics and carousels.
• Case studies and testimonials.
• Thought leadership posts.
• Interactive polls or Q&A sessions.

Step 4: Amplify with Paid Social

Organic reach is limited. Paid campaigns allow precise targeting, ensuring your content reaches the right people at the right time.

Step 5: Measure What Matters

Track KPIs that align with business goals, such as:

• Cost per lead (CPL).
• Conversion rate from social campaigns.
• Customer acquisition cost (CAC).
• Retention and repeat purchase metrics.

The ROI of Social Media

For sceptical boardrooms, the numbers matter. Research shows:

• Businesses that integrate social media see 24% higher revenue growth compared to those that don’t.
• 71% of consumers are more likely to recommend a brand if they’ve had a positive experience on social.
• LinkedIn is responsible for 80% of B2B leads from social media.

Common Mistakes to Avoid

Even in 2025, many businesses fall into traps:

• Posting without a strategy.
• Measuring likes instead of leads.
• Spreading across too many platforms.
• Ignoring paid campaigns.
• Treating social media as a “junior task” rather than a strategic growth driver.

Future-Proofing Social Media for 2026

Looking ahead, expect:

• AI-driven content: Smarter tools for scheduling, creative, and customer insights.
• Social commerce growth: Seamless shopping experiences within platforms.
• Stricter regulations: Around data use, transparency, and advertising standards.
• Greater demand for authenticity: Users prefer brands that are human, ethical, and transparent.

Final Thoughts

The business case for social media isn’t about likes and shares. It’s about visibility, leads, sales, and trust. Leaders who view social media as a serious strategic investment — not a side project — will gain competitive advantage.

Done right, social media can:

• Position your brand as a trusted voice.
• Drive measurable revenue growth.
• Strengthen customer loyalty.
• Attract and retain top talent.

Your next step? Audit your current social presence. Ask: is it aligned with business goals, or just generating noise? If it’s the latter, it’s time to rethink.