How Social Media Can Work for Your Business

From brand building to team collaboration, social media has evolved far beyond just “likes” and memes. In today’s hyper-connected world, platforms like LinkedIn, Instagram, Facebook, and TikTok are powerful tools for growth—whether you’re running a start-up, managing a team, or building your personal brand.

Used strategically, social media can enhance productivity, drive innovation, attract talent, and keep your business ahead of the competition. Here’s how it can work for you.

1. Boosting Productivity Through Real-Time Engagement

Believe it or not, social media can improve productivity—especially when used for real-time problem solving or customer service. Many companies use platforms like X (formerly Twitter) or Facebook Messenger to resolve customer issues quickly, reducing call centre traffic and enhancing customer experience.

Take Twelpforce, Best Buy’s initiative where staff used X to provide instant tech support. It improved both customer satisfaction and internal communication—an early example of how social media can streamline support services.

Internally, teams often use tools like Slack and private Facebook groups to share knowledge and celebrate wins. Some businesses even host contests to reward employees who share productivity hacks or client success stories.

2. Enabling Better Collaboration

Collaboration has gone global—and social media is the digital glue connecting teams. Whether it’s private groups on LinkedIn, Microsoft Teams channels, or cross-functional brainstorming on platforms like Miro, social tools facilitate dynamic, remote collaboration in real time.

Don Tapscott, author of Grown Up Digital, puts it well: “Social networks will become the new operating system of business.”

3. Strengthening Your Brand and Public Relations

Brand storytelling is now central to digital marketing, and social media is the stage. Companies of all sizes use platforms to humanise their brand, engage directly with audiences, and create meaningful relationships with customers.

As of 2025, more than 75% of Australian consumers say they trust a brand more if it has an active, transparent social presence. Even executives are getting in on it—many CEOs now host live Q&As, post thought leadership content, and reply to comments personally on LinkedIn or Instagram.

4. Managing Reputation in Real Time

Social media is a double-edged sword. It allows instant communication—but that includes complaints or criticism. Smart businesses monitor mentions, reviews, and hashtags closely to address issues before they spiral.

While missteps can go viral, companies that respond swiftly and authentically often strengthen their reputation in the long run. Tools like Hootsuite, Brandwatch, or Meta’s Business Suite can help you stay on top of your online presence.

5. Tapping Into Knowledge and Innovation

Social platforms are great for knowledge-sharing. Internal social tools (like Workplace by Meta or Yammer) help teams share best practices, celebrate wins, and find quick answers from colleagues.

Companies like IBM pioneered “Innovation Jams”—large-scale online brainstorming events—to gather insights from global employees and customers. The result? Dozens of actionable ideas and new products launched.

If you’re managing a growing team or business, consider leadership and management training to learn how to turn internal conversations into scalable innovations.

6. Driving Employee Engagement and Alignment

When employees feel connected to a company’s mission, they’re more productive and loyal. Social media can build that alignment—especially with dispersed or hybrid teams.

Company-hosted platforms like internal Instagram accounts or Teams forums help celebrate birthdays, share wins, and reinforce values. These small interactions build a strong, inclusive culture and boost morale.

7. Finding and Attracting Top Talent

Social media is now a top channel for recruiting—especially among younger job seekers. LinkedIn remains the go-to for professional networking, but platforms like TikTok and Instagram are increasingly being used to attract candidates by showcasing workplace culture and values.

In fact, a LinkedIn study found that companies with a strong employer brand on social media see 50% more qualified applicants and reduce hiring costs by up to 43%.

Learn how to grow your team or career with our guide to human resources and recruitment courses.

8. Let Employees Help Shape the Rules

Social media evolves quickly—so rigid policies often become outdated. Instead, involve your team in developing shared guidelines for what’s appropriate. This fosters trust and accountability while empowering employees to use social platforms productively and responsibly.

For businesses hiring Gen Z or Millennials, social access isn’t a perk—it’s expected. Done right, a flexible and supportive approach builds brand advocacy from the inside out.

Use Social Media Strategically—Not Just Socially

The idea that social media is a distraction is outdated. Today, it’s a strategic business tool—one that can be used for innovation, marketing, recruitment, collaboration, and more. The key is to use it with intention and clarity, backed by team-wide support and training.

Whether you’re running your own business or managing a department, investing in social media education pays off. Explore our range of digital and social media marketing courses to sharpen your skills and stay ahead of the curve.