What is Social Media Marketing? What are the 5 Pillars behind it?

December 9, 2022

What is Social Media Marketing? What are the 5 Pillars behind it?

Social Media Marketing has become one of the most popular mediums for businesses. This market has got over 4.26 billion users. The size and the impact of social media is known by everyone in the present-day world with the help of technology.

There is an immense influx of active mobile social media users as most of the users are preferring mobile browsing to desktop browsing.  The following graph shows the growth of social media users in the upcoming years.

What is Social Media Marketing? What are the 5 Pillars behind it?

The number of social media users is increasing with each passing year. In the year 2021, there were 4.26 billion and is expected to grow to 5.86 billion users by the year 2027. The numbers are self-explanatory. Mainly people use social media for the fun and informative content of the creators on these platforms.

Social media is also a great source for users to stay in touch with their friends and family. This has become one of the prominent reasons for the increasing number of active social media users. 91% of all social media users access social channels with their mobile phones. Similarly, out of the total time spent on social media platforms, 80% comes from mobile users.

Social Media Marketing plays a vital role in Search Engine Optimization, Content Marketing and Inbound Marketing. This helps in reaching the target audience for multiple brands and businesses.

What is Social Media Marketing?

Social Media marketing deals with the advertisement and promotion of a particular brand and product on various platforms with the aim to boost sales, build the authenticity of a brand and drive more website traffic. Some of the widely used social media platforms are:

  • Facebook
  • Twitter
  • YouTube
  • LinkedIn
  • Instagram
  • Tumbler
  • Snapchat
  • Pinterest
  • Google+
  • Reddit
What is Social Media Marketing? What are the 5 Pillars behind it?

The main aim of using all these social media platforms is to share exciting content and help organizations or companies. Facebook is the most widely used social media platform with about 68% of active users i.e. approximately 2.5 billion users.

The increase of mobile internet users each passing year drives users toward social media platforms. The following bar chart gives better insight into the rise in mobile traffic share over the years.

What is Social Media Marketing? What are the 5 Pillars behind it?

In today’s World, businesses ranging from small to big brands observed social media to be the most important platform for spreading brand awareness, creating a brand identity and engaging the customers along with keeping the consumers hooked.

Small businesses that sell their products on social media often generate good revenue. With the proper use of hashtags, curated links, ads, competitor analysis and unique content, businesses can generate high Returns On Investment (ROI). There are several factors that play vital roles in the success of Social Media Marketing. It basically runs on five important pillars. In this article, we are going to take a closer look at these pillars.

What are the 5 pillars behind Social Media Marketing?

1. Plan

If you are planning to publish to create content on social media platforms then, the first and foremost thing you will need is a social strategy. In order to create a customer-centric strategy, you will have to prepare clear answers to the following questions:

  • What are your goals?
  • What kind of content will grab the attention of your target audience?
  • Which social media platform will assist you in accomplishing your goal?
2. Produce

With the rapid growth in social media users, every business is focused on showcasing its presence on digital media. In order to be seen among the various businesses that are making their online presence, you will have to produce content prior to a few weeks.

With consistent production of content, the brand visibility will increase and the chance of getting conversions will be higher.

3. Publish

Publishing attention-grabbing and informative content is similar to posting pictures and videos from your personal social media account. You will require a strategy for your posting if you are promoting a business or product on social media platforms. You will need awareness about the following:

  • When your potential customers are active on social media?
  • Analyzing the reach of your posts
  • Evaluate the engagement of your posts
  • Create your social media posts with the utmost precision
4. Promote

One of the famous features of social media is advertisements. They help in spreading awareness about your brand. These ads will also assist you in increasing the reach of your posts as well as showing the featured posts to your potential audience.

Before using social media ads, you will need to understand how your posts are doing. Analytics and Reporting tool serves this purpose the best. They are one of the main metrics of every online marketing channel. Every company or business will require some form of a report to understand the page performance better.

  • If the recent posts have more reach than the previous month or not
  • The number of positive mentions they received in a month
  • Number of users using their company name and hashtags
  • Number of users liking, commenting and sharing their posts
  • Increase or decrease in the followers’ count than the last month
5. Listen and Engage

In the early stage, your business page may not get many followers that will interact with your page in the comments section and direct messages. But it all changes when you start posting the engaging content, you will find changes in the engagement ratio.

When your followers grow, you may encounter them talking to you with the medium of comments and messages. They may even tag you in their social media posts. They may even share your content if they find it adding value to their life or if they could relate to the content that you have posted.

Listening to your audience will help you in discovering the issues that they are facing or the queries that they have got related to your products or business. To know these things, you will need to check your comments section periodically. You may find some of them appreciating your products and providing positive feedback. Make sure to acknowledge the efforts of your audience and also the valuable feedback that they provide you with by entertaining, ensuring and resolving their comments.

Social Media Marketing functions on these five pillars and makes your business thrive with the increased reach and conversion rate. It can also help with several different aspects of Digital Marketing. Let us take a look at it.

How can Social Media boost your Marketing Campaign?

  • It helps in increasing brand awareness
  • Assists in building brand identity
  • Creates positive brand response
  • Boost your website traffic
  • Better interaction with your target audience
  • Uplist your conversion rates
  • Promote your content (infographics, videos and static posts)

6 Reasons to choose social media for gaining web traffic for small businesses

1. Most customers are on social media platforms

As mentioned at the beginning of the blog, social media has got over 4.26 billion users so, most of your potential clients usually hang out on these platforms. It is one of the most prominent reasons why small businesses choose social media platforms for the promotion of their products

If we talk about stats then, 70% of the US population has at least one social media account.

2. Customers tend to accept and consider your products on social media

In the present-day scenario, social media users are responsive and interacting frequently compared to earlier when messages and ads were ignored. If you possess a quality product that will make a change in today’s fast-paced world then, there are high chances for users to stumble upon your ads and content on social media. Digital Science Web Technologies (DSW Technologies), a company with 16+ years of experience has helped numerous small businesses with social media and marketing channels for creating a strong relationships with their customers.

If you are a social media user then, you may have followed a business page for their product or the content that they come up with. And this is the reason why small businesses often invest their money and time in building a strong social media presence.

3. Small businesses can be more conversational

Social Media allows small businesses to showcase a different side of the brand and market their products online. They try to show their experience and knowledge with their educating and informative content which in turn gains them followers along with building an interactive audience.

4. It helps in driving targetted traffic

According to a study, 65% of American adults (18-24 years old) are active users of Facebook and 75% of them use Instagram while 43% prefer to use Twitter. On the other hand, 35% of older age people i.e. around 65 or above, possess an account on different social media platforms.

From the above numbers, it is clear that most of your traffic uses social media. By creating high-quality content, you can boost your website traffic with the help of social media. There are many small businesses that have ranked their search results via social media. Though it takes time, the results are astonishing. If you are looking for strategies to boost your traffic then, contact DSW Technologies.

5. It is cost effective

Social Media Marketing requires consistent efforts and creativity. They hold even more important than the investment. If you spend some hours creating content for your business then, you may get good results that can improve your brand loyalty. According to a study conducted by Hubspot, 84% of marketers generated higher traffic while dedicating only six hours of time per week.

6. It assists in getting a higher conversion rate

When compared with other outbound marketing tricks, social media possess a higher conversion ratio. The interactions that you have with your audience and the creative posts on your account help you to convert a potential lead into a customer. These social media posts assist you in improving the credibility and trust of the brand which helps in acquiring a higher conversion rate. Conversational content also helps the companies in showcasing their humor, warmth and personality.

54% of online browsers use social media to research products on digital mediums.

How to boost your social media strategy?

  • Understand your goal
  • Have a content publishing plan for social media
  • Analyze your market
  • Produce attention-grabbing content
  • Focus on creating a consistent brand image
  • Add curated links in the posts for social media
  • Keep an eye on your competitors
  • Use social media to your advantage for promoting your posts
  • Have a different posting calendar for social media
  • Create engaging posts where the users can comment

Pros of Social Media Marketing

  • It helps in reaching a large audience
  • It assists in developing a direct connection with your audience
  • You get the liberty to create and post your content at zero charge
  • Social media business page helps in creating brand authenticity
  • The content posted by you may become viral on these platforms
  • You get the opportunity to provide in-depth knowledge of your product

Cons of Social Media Marketing

  • You may receive negative feedback if your product is not performing well
  • Building an audience that engages with your posts is a time-consuming process
  • Your time will be spent monitoring your online campaigns
  • Business gets into trouble if you share content made by others without their permission


To sum it all up, social media can become a boon for both, small and large-scale businesses if used efficiently. It is the best platform for creating awareness about your brand. You can increase the visibility of your brand with the help of an extensive social media strategy. You can also build a good relationship with your potential customers and develop a two-way interaction with your existing customers.

With this article, you can understand the advantages that come along with social media. If you have got a business that can add ease to the user’s life then, you should consider promoting it on these social media platforms. By being consistent and publishing high-quality content, you can entertain as well as educate your audience.

DSW Technologies, a company with 16+ years of experience has helped many businesses and brands in building a customer-centric marketing strategy. Contact us if you are looking to increase your business visibility to a wide range of audience and boost your marketing campaign.


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