A decade ago, a revolution began into what we know today as social media. While some businesses are thriving in the social-sphere, others are reluctant to jump head-first into social engagement and marketing.

It is projected that by 2018 there will be 2.44 billion users networking on their favorite social media platform. A Statista survey found that 23 percent of U.S. Internet users accessed Twitter, and Facebook was used by 71 percent of Internet users during the survey period.

Are you still not convinced that your business needs to be on social media?

Facebook was the first social network to surpass one billion registered accounts. Twitter has over 288 million monthly active accounts and to date, LinkedIn has over 364 million members on its social network.

Effectively Distributes Content

Social media provides an ideal platform for the distribution of content – whether it’s articles, stories, images or thoughts about your respective industry, engage with your audience by providing valuable content.

The way we communicate with followers on any given network will depend largely on the platform selected to promote the content. What you use on Facebook may not necessarily work on Twitter, or LinkedIn for that matter. For instance, Twitter’s 140-character limit restricts users to one-thought, one-sentence spurts of information – hence its reference as a ‘microblogging’ network.

A Steady Shift to Mobile

Google made the move to mobile-friendly search ranking on April 21, and it is reported that 581 million users accessed Facebook exclusively via mobile device. That said, businesses are able to tap into that demographic while their consumers are on the go.

Social media on mobile use has the ability to increase website traffic. Your Google Analytics will provide you with the right data to make an informed decision regarding your marketing efforts. An influx of mobile access to a website, with an increase from social media platforms, is an indication that your efforts need to be focused on providing more engagement.

A report states that social media brought additional traffic to respondents’ websites year after year, from 61% of those using it less than one year to 82% calling it effective after five years.

According to a Shareaholic study from January, of 300,000 websites analyzed in the fourth quarter of 2014, 31.24% of all web traffic came from social media.

Rise in Sales

The objective of social media is not engagement – contrary to popular belief. The goal of using social media is to generate results. Like the goal for all marketing activities is to generate leads and increase sales, social media has more challenges than the conventional marketing strategy, such as search engine marketing and banner advertising.

According to statistics provider Statista, by the end of 2015, social selling will amount to $30 billion worldwide, a 50% increase over 2014 and representing revenue of $20 billion. Small businesses will want to pay attention to the this statistic.

If you’re a B2B organization, don’t write off social media as a valuable sales tool – it is reported that 88% of marketers use LinkedIn as a sales tool. This social platform is used by professionals in most industries to conduct business, share ideas and make valuable connections with peers.

All in all, it is worthwhile to invest in social media as part of your marketing strategy. There may be opportunities there that you may not have otherwise had if it weren’t for your business’s commitment.

How is your business handling social media marketing? Have you had success in any of the platforms mentioned? Comment below to start the conversation.