2.0.0 Social Media Performance Potential for Business – Basics 4

The topic Social Media Potential for Business provides an initial overview of the potential of social media for businesses.

Reading time of this learning unit: approx. 4 minutes

Learning objective: the performance potential of social media and the business perspective it requires.

Exercises: The exercises for this lesson are in the PDF of all exercises. Download it from here.

Prerequisites of the performance potential of social media

For social media to be effective to its full potential, we need a reach that is active. That is, users who spend time on our social media offering and engage in a desired way.

For this to happen – for there to be reach and activity – there needs to be a benefit for the users – and this does not mean the benefit from the company’s performance.

Business performance first is still a practiced approach when companies use social media. At first glance, this is understandable, but unfortunately it is not conducive to success in social media.

If we put business performance at the forefront of our social media presence or if we put social media in our website behind business performance, social media works less well. The consequence is simple – we get – each through social media – less reach, less engagement, less market, less potential, less revenue, less success. If social media is meaningless to the success of the business, this approach does no harm. Otherwise, it is counterproductive. For reach, activity, engagement, market development, potential, revenue.

For success, we need the market.

Social media is increasingly a way to reach and tap into markets. Social media is also the best way to activate market participants for market development. However, we have to give them good reasons and the right tools to do so. One of the good reasons in social media is not to put the users in the second row, not to focus on the product and the sale.

The perspective problem

We rush through social media to sell. To build reach, to spread marketing content and make it go viral if possible. However, fewer and fewer users are finding personal fulfillment in becoming unpaid assistants to a marketing department they don’t know in a company that doesn’t really value them. And that’s why social media works best when we do social media, not marketing and not social media marketing.

There are reasons to do social media marketing, all of which boil down to the fact that everything else – meaning social media – hasn’t worked. Once because they didn’t understand social media, or because social media doesn’t work for their own business. For example, because the products are not suitable or because the company is not suitable for this – keywords corporate culture or social media readiness.

The social media decision

Assuming that our market has an affinity for social media, we as a company have to decide whether we want to gain the support of users in social media or whether we just want to post appropriately packaged advertising there. The former makes the company much more successful, simply because more work on the success of the company and this work costs less on the bottom line. The latter is simply becoming steadily more expensive because the companies that profit from it, the social media platforms, cannot indefinitely burden the attention of their social media users with marketing without running the risk of losing appeal.

If we want to practice social media, we have to give social media the appropriate importance. In the company, but especially in dealing with social media users. Social media first. Otherwise, the only thing left is social media marketing through ads and marketing posts.

Change of perspective

Actually understand social media as the market. The users in it as well. Professionalism begins with

  • a strategy that does justice to the term and exploits the potential of social media and the
  • the value of work in social media.
  • Employees who have or maintain the necessary competence and are appreciated for their work.
  • Budgets that are commensurate with the performance potential and the strategy based on it.


The following screenshot shows the homepage of burdastyle.de. A very well-known offer from a media group that also has a community, the functional quality of which we are not talking about here.

If you take the position in the navigation as an indication of its importance, the product to be marketed is right at the front and the market in which it is to be marketed and with whose help it is to be marketed is quite far behind. Lack of social media affinity is not what prevents this community from “taking off.”

An interesting as well as necessary change of perspective in this case would be from “we live from sales” to “we live from the market”.