How Social Media Brings Future Business

Why businesses spend time & money posting content on Facebook, Instagram, and other social media networks

Businesses don’t always know why they post on social media — often it’s just because all the other businesses do it.

Those businesses that do know the reasons behind using social media understand how social media, when done right, helps them gain the advantages of Top-of-Mind Awareness and Brand Affinity, which together bring future revenue.

Top of Mind Awareness

Top of mind awareness means a company’s product or service is the first one that comes to mind when consumers think about where to buy a particular product or service.

Social media lets businesses create top of mind awareness for themselves without having to spend money on old-style channels like print ads, yellow pages ads, or TV commercials. Posting eye-catching visuals, short videos, trending topics, and product promotions lets businesses embed themselves in the minds of potential customers.

Through top of mind awareness, businesses increase the chance of being chosen by a customer when they’re ready to make a purchase. In fact, a recent Nielsen Global Trust in Advertising report states that 60% of global consumers prefer to buy new products from brands they are familiar with.


Winning top of mind awareness requires crafting posts using the best techniques and publishing the right amount of them each week

Brand Affinity

Brand affinity refers to the positive feelings that consumers develop towards a particular brand, beyond just recognizing the brand or being aware of its products.

A high level of brand affinity often results in customers becoming loyal advocates, who not only prefer the brand over others but also actively recommend it to their friends and family. This emotional attachment helps companies achieve long-term customer retention, increased sales, and a positive reputation.

Businesses use social media to build brand affinity by creating authentic and engaging content that resonates with their target audience. This content includes informative, entertaining, or inspiring posts, which build credibility and a reputation for the business as a valuable resource.
It is also important for brand affinity to encourage followers to interact with posts such as through likes, comments, or shares. Then, by responding to comments, companies show that they care about their customers’ opinions and let them feel valued and understood.

Here’s where brand affinity connects to dollar figures: A recent Harris Poll done for Sprout Social showed that 78% of consumers are more willing to buy from a brand after a positive experience with the brand on social media.


Winning the Brand Affinity contest means getting more likes, comments, and shares than your competitors


Making your business or brand top of mind is easiest to do when you know whether your posts are ahead or behind in visibility compared to your competition. IMPACTfox’s weekly Impact Score keeps you up to date on how you rank and whether you need to raise the quality of your posts.

Getting the most Brand Affinity with social media becomes possible when you know how interested your followers are in your posts. IMPACTfox’s Facebook and Instagram Interest scores in its weekly email let you know when you need to up your game.

Keep your social media impact ahead of your competitors by using the information that IMPACTfox gives you each week.

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