These days, having a social media presence has become a must for nearly any business. But many get stuck on what exactly they should be using social media to accomplish.

One of the most important things to remember is that people do not want to be “sold to” through social media outlets. So it’s time to throw the DM basics out the window and lose the call to action.

But if you’re not selling, how can social media be used? Here are just a few ways:

  • Expand your presence. If a prospect is interested, simply crossing their path in the digital world helps as a reminder to buy.
  • Build your brand. Social media gives you a great opportunity to show people what you’re all about. If you’ve done something good for the community lately, it’s an excellent way to show your business cares and is a good neighbor.
  • Be social. Don’t just “do” social media because you feel like you have to, but actually spend some time interacting with the real people who are your customers and prospects. You’d be surprised what you might learn, and how you can use it to improve your marketing.

All the while, you’re creating impressions and giving the prospect the opportunity — when they are ready — to connect with you further.

Extra tip: Remember to use each platform based on its strengths. While Facebook might be great for a lengthier story about a charity event, Vine or Instagram might give you an opportunity to post a simple feel-good video.