Turning Social Media Discovery into Brand Growth

Dr. Kellie Emrich

One in three consumers actively searches for brands on social media. Think about what that means. A third of the people looking for a business like yours are not typing into a traditional search engine first. They are opening an app, tapping a search bar, and deciding in a few seconds whether your brand looks credible. And they decide before you ever know they were there.

Dr. Kellie Emrich

Last time, in our blueprint episode, we built the foundation: research, strategy, brand voice. Today we pivot to one specific question. How do people find you when they are actively looking for a solution? I want you to start seeing social platforms as search and discovery tools, not only places to broadcast.

Dr. Kellie Emrich

Let's start with the numbers, and I'll tell you where each one comes from. According to the data on my site, over 5.2 billion people are active on social media worldwide. Yes, billions. In the United States, 85% of consumers are regular social media users, and 58% actively use these platforms to engage with brands. That figure is cited from MarketingSherpa. So more than half of American consumers are not just scrolling past brands. They are interacting with them.

Dr. Kellie Emrich

Now add the sharing behavior. Over 75% of users say they are likely to share content with friends, and 55% say they do so weekly. That is my interpretation, but I think it matters: discovery does not stop with one searcher. When someone finds helpful content, there is a strong chance it travels to a friend. Your content can be found, and then it can be passed along.

Dr. Kellie Emrich

And on the business side, 97% of marketers report that social media marketing has significantly contributed to increased sales. Today's social media marketing delivers the benefits of mass advertising with highly targeted precision, at a fraction of the cost. That is a remarkable opportunity for a small business or a student building a portfolio.

Dr. Kellie Emrich

So here is the learning takeaway for this section. When a consumer searches for your brand on social media, your profile is the front door. Not your website. Not your ad. Your profile. Let's look at how to make that door welcoming.

Dr. Kellie Emrich

First, treat your profile like a landing page. Your bio, your link, your banner or cover image, your name: each one answers a question for someone who arrived with a need. Can I tell what this business does within a few seconds? Does it look current? Can I take the next step? Remember the guidance from my site: keep your business profiles optimized, complete, and up to date. A half finished profile tells a searching consumer that nobody is home.

Dr. Kellie Emrich

Here is a simple profile audit you can do tonight. Open your Instagram, LinkedIn, Facebook, or YouTube page as if you were a stranger. Read the bio aloud. Does it say who you help and how? Is the link working and relevant? Is the banner consistent with your brand voice? Write down three fixes and make them before bed. That small exercise is real marketing work.

Dr. Kellie Emrich

Second, map your content to what people are searching for. My advice is to discover what motivates your audience, the information they're searching for, and the problems they're trying to solve. So make a list of the questions your audience asks. Then turn each question into a post, a short video, or a carousel that answers it clearly. Use the words your audience uses, because those words are how your content gets matched to their search.

Dr. Kellie Emrich

This is where the 80/20 rule becomes practical. Eighty percent of your posts should provide value: educational, entertaining, or informative. Twenty percent can promote your product or service. Problem solving content belongs in that 80%. When someone searches, they are not looking for a sales pitch first. They want an answer, and the brand that gives the answer earns trust.

Dr. Kellie Emrich

Third, respond. Finding you is only half the journey. Converting a searcher requires two way conversation, which means answering comments and direct messages promptly. A person who asks a question and waits days has probably moved on. A person who gets a helpful reply quickly feels seen. Successful social media marketing requires a consistent presence and interaction.

Dr. Kellie Emrich

Yes, it can feel like a lot. So keep it to three habits this week: audit your profile, answer one audience question with a post, and check your messages daily. That is a manageable process, and it builds something sustainable.

Dr. Kellie Emrich

Remember, the true power of social media lies in paying attention to your customers, their needs, and their challenges. Search is simply that attention in action. Social media marketing works, and together, we can make it work for you.