is one of the most powerful tools in the modern world for many reasons, and it can provide a platform for streamlined communication that many other systems simply can't match. Many businesses have started to see the value in advertising through social media, but there are subtle nuances to the process that can make or break a campaign before it even starts. For instance, a lot of brands want to go the easy route by simply buying ad space on those social media platforms. While that might have been sufficient when social media was first getting off the ground, successful brands have found that other methods are much more effective. Social media is meant to provide users with an easy way to connect with the people and content they care about. Platforms like Facebook
have been exceedingly successful in that respect, and while both of those platforms sell ad space, such advertising might not be the most effective method of disseminating valuable information about a brand. Many brands have started digging deeper into the phenomenon of social media by actually creating pages for the brands on those sites. Those pages are free to create, so there is no base advertising cost, and they can help put your content in the viewing stream of other users instead of on the sidelines with the other ads. People are much more likely to engage with a brand online if they feel the brand is part of the social media experience. To accomplish that, brands are starting to run their social media accounts in much more natural, humanistic ways. Instead of only posting content about their brand, they will post and share photos and videos of anything that relates to the brand. This way, potential customers see the page as a source of entertainment rather than advertisement, and it spreads the visibility of that page across other users who enjoy that content. In short, social media allows brands to connect with potential customers on a much more personal level than any other medium, and users enjoy that connection. Almost any social media platform can be used in this way to improve brand recognition and awareness, but the trick is to create a balanced message that falls somewhere between direct advertising and pure entertainment. Brands shouldn't be afraid to engage and interact with followers through commenting and messaging since that can create a memorable connection that's much more effective than a simple ad. Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.