The evolution of social media marketing and management

In the early days of social media marketing, marketers treated the platforms available like billboards — just another outlet for advertising. Businesses simply broadcast their message to followers, hoping to drive traffic to their websites and, ultimately, sales.

But social media has become increasingly crowded, and simply showing up is no longer enough. Now, standing out means more than just publishing — it requires creating value for and meaningfully engaging with audiences.

Luckily, the evolution of these social platforms has meant there are a host of tools and tactics at your disposal to make this easy — and rewarding, too.

A business that wants to understand how it’s performing on social media would analyze its reach, engagement, and sales on social media with an analytics tool. A business that wants to reach a specific audience at scale would run highly targeted social media ads.

All these areas make up modern social media management

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