Hi! My name is Halyna, and I manage social media at The Agency. I’ve been living in the Pacific Northwest for a little over two years. Before that, I lived in Ukraine, where I spent the last 10 years growing my online project—a culinary YouTube channel with over 600k subscribers, a website with more than 2,000 recipes, five published cookbooks, and creating content across all major online platforms. Every piece of content, from text to photos to videos, I created on my own. With this experience, I can confidently say one thing: now, more than ever, it’s incredibly important to have an online presence, no matter what business you’re in. It’s the most relevant tool for visibility, offering your services, and building a community.
I’m enjoying life in the Pacific Northwest! The diverse nature, the ability to engage in various sports, or just relax—I love the local hikes! And of course, the accessibility of high-quality food is a huge plus for me. I also take great pleasure in connecting with people who are incredibly friendly, welcoming, and eager to help. The richness of this place inspires me to work with local businesses, understand them, and help convey their value to the community.
Why Should Your Business Use Social Media?
If you’re not on social media, you… don’t exist! Let me explain:
Imagine you have a great lemonade stand, but it’s tucked away in a corner, far from the popular park where everyone hangs out. Even if your lemonade is the best, only a few people will know about it because you’re not where the crowd is. Social media is that park. If your business isn’t there, it’s like being hidden, making it harder for people to find you. Being in the “park” allows people to see your stand, enjoy your lemonade, and spread the word.
In many ways, social media platforms are evolving into something like Google. They’ve become a go-to for not only content and influencers but also local hotspots, services, product reviews, and recommendations. In fact, recent studies show that 30% of people use social media to find answers to their questions, and 15% prefer social media over search engines. For those 15%, if your business isn’t on social media, it simply doesn’t exist. This percentage is growing, led by Gen Z and millennials, who together make up 59% of this trend.
*Millennials are currently the “most buying” generation (with significant purchasing power), aged 27-42, while Gen Z is the future buying powerhouse, born between the mid-1990s and mid-2010s.
When someone is choosing between companies with similar ratings, they’re more likely to pick the one with an active social media presence.
Moreover, social media platforms are prioritizing in-platform searches. Meta, for example, recently updated its algorithms to include keyword searches, functioning more like search engines. That’s why we include company services and addresses in posts—it helps people find local businesses more easily.
Why Doesn’t a Transactional Approach Work on Social Media?
Think of each social media post like a billboard. You can’t always measure exactly how many sales it generates, and that’s okay. The goal is visibility, staying in people’s minds, and building a cumulative effect. Just as seeing a Coca-Cola billboard every day might eventually lead you to buy one, consistent social media presence keeps your business top of mind.
Some people might argue, “I don’t drink Coca-Cola because it has sugar.” That’s where sharing your company’s values comes in. If your product is sugar-free, you should clearly communicate that. Sharing values allows potential customers to find what they truly need.
When we share service reviews, introduce team members, or talk about the challenges we face, we create emotional connections. It’s not just about transactions; it’s about making customers feel understood and cared for. This creates a sense of familiarity and trust.
We also aim to be clear and relatable by simplifying complex jargon. Demonstrating professionalism doesn’t mean using fancy words; it means saving people time. Content like “FAQs” shows that we understand customers’ concerns and can help them before they even ask. We want to create a “They’ll take care of me” feeling—check!
In Conclusion
Social media is not just a tool for sales; it’s a bridge for connection. The ultimate goal is to create a sense of trust, where people feel, “They understand me. They know me. They’ll take care of me.” For businesses wanting to establish a strong presence, here’s the key:
Step 1: Social media isn’t a one-time transaction; it’s about relationship-building. Step 2: Showing genuine interest in your customers allows you to offer services they truly need, while also learning more about them. Step 3: Have a content strategy. This means every post should have a purpose, aligned with your business goals. Step 4: Be consistent. Show up regularly. Experiment, but most importantly—be present.
In the rapidly evolving digital landscape, staying on social media isn’t just an option, it’s essential for growth and relevance. With the right approach, your brand can thrive, reach new audiences, and build a loyal community. So, let’s make sure your business is in the park where everyone can see it, engage with it, and spread the word!
