Social Media is one of the most powerful tools we have for building visibility and connections. But let’s be honest: for many businesses, it’s become a way to avoid real conversations, not start them.
We post. We comment. We DM.
But how often do we pick up the phone or meet in person to build on those digital connections?
If we’re not careful, social media can make us anti-social, keeping potential relationships at arm’s length and slowing down trust-building.
Here’s how to avoid that trap:
✅ Remember why it’s called social media
Social media should be used to:
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Start conversations
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Build awareness
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Create connections
It’s not there to hide behind endless scheduled posts or to blast sales messages and expect magic to happen.
✅ Move conversations offline
Yes, you can build rapport in the comments or DMs, but real trust develops when you:
✅ Pick up the phone
✅ Jump on a quick video call
✅ Arrange to meet for coffee or at a networking event
Often, a 10-minute conversation can move a relationship forward more effectively than weeks of back-and-forth online.
✅ Add value, but let your personality shine
Your posts should:
✅ Educate
✅ Entertain
✅ Show your expertise
✅ Let your audience see your human side
Don’t be afraid to be warm, funny, or opinionated in your content. People buy from people, not faceless posts.
✅ Be consistent, but intentional
Yes, consistency is key on social media. But consistency without intention is just noise.
Ask yourself:
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Why am I posting this?
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Who is it for?
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What next step do I want my audience to take?
Use social media to initiate contact, not to replace genuine conversations.
✅ Mind your social media manners offline
It’s not just online where social can become anti-social. We’ve all been there:
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You’re in a meeting or having coffee, and the other person is scrolling their phone.
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They say, “Sorry, just a sec,” and you say, “It’s fine.”
But it’s not fine.
It signals that the online conversation is more important than the real one happening in front of you. The best way to build strong business relationships? Be present.
✅ So here’s the thing
Social media remains a powerful tool for business growth, but it’s most effective when used as:
✅ A conversation starter, not the entire conversation.
✅ A way to add value, not just push sales.
✅ A platform to build trust, not just broadcast.
If you want your online connections to become meaningful business relationships, take them offline. It’s how we’ve always built businesses, and it still works.
If you’re tired of posting without seeing results and want to develop a social media strategy that genuinely builds relationships, get in touch.