By Tanvi Goyal

Almost everyone today is on at least one social network, whether Facebook, Instagram, LinkedIn or Twitter. During the pandemic the internet became a main way to communicate, earn, learn and even shop for daily essentials from home. Social media sits at the centre of all of this, which is why it matters for individuals, writers and businesses alike.

Connecting people and building relationships

Social platforms let us talk to people anywhere in the world. We can stay in touch with friends and family, meet people with similar interests and widen our circle far beyond the people we see every day.

Helping in times of need

Social media can also help communities respond when something goes wrong. During the pandemic many people used it to share information about medical supplies and to raise money for people who needed help. Information shared this way can change quickly or be wrong, so check it with a trusted source before you pass it on or act on it.

Helping small businesses grow

A small business can reach many people at a low cost. It can post about its products on several platforms, link them to its own website and share company news and blogs regularly to bring visitors back to the site. A steady, honest presence helps people recognise the brand.

Supporting sales

Social accounts often form an early step in a sales funnel, the path that turns a new contact into a customer. Sharing the right information at the right time attracts interest. Choose your platforms to suit your audience: a fashion brand, for example, may find more of its customers on Instagram or Facebook than on a professional network such as LinkedIn.

Sharing and promoting content

Social media is also a good place for writers and organisations to share their work. A writer can post a short, clear summary of a new book or article, and a company can share facts and figures with its customers. Readers benefit too, because they can follow their favourite authors and find new work from home.

Content can spread when many people share it, but you cannot count on that. Sharing regularly, on the platforms where your audience spends time, and using images or short videos, gives your work a better chance of being seen.

Using social media with care

These benefits come with responsibilities. Check facts before sharing, protect your personal details and treat other people respectfully. Used this way, social media can help you build relationships and a network that supports your studies, work or business. For another view on working with others, read Collaboration and Translation.