We've covered how search marketing captures people actively looking for solutions. Now let's explore social media marketing, which works completely differently.

Social media isn't about capturing existing demand - it's about building relationships and communities around your brand over time.

Engagement Message

How do you think relationship-building differs from capturing search demand?

Here's the key difference: search marketing is "pull" - people come looking for you. Social media marketing is "push" - you engage people where they already spend time.

But successful social media isn't about pushing sales messages. It's about providing value and building genuine connections.

Engagement Message

What's one brand you follow on social media, and why?

Different social media platforms serve different marketing purposes. LinkedIn targets professionals, Instagram showcases visual brands, Twitter enables real-time conversations, and Facebook builds broad community engagement.

Each platform has unique strengths and audience expectations that smart marketers leverage strategically.

Engagement Message

Which platform do you think would work best for a photography business?

The most successful social media marketing focuses on community building rather than direct selling. When you consistently share helpful content and engage authentically, people naturally become interested in your business.

Think of it as being a helpful neighbor rather than a pushy salesperson.

Engagement Message

Can you think of a time when helpful social media content influenced your opinion of a brand?

Social media enables two-way conversations at scale. Customers can ask questions, share experiences, and provide feedback publicly. This transparency builds trust but also requires careful community management.

Every public interaction becomes part of your brand's reputation.