Do Businesses Need Social Media to Be Successful?

It's not all that uncommon for businesses to struggle with their bottom line as they are getting started, and marketing can often be a part of the success equation that's missing. 

When I meet with clients looking for reasons why they aren't connecting with their customers and making sales, I first look for clues in their digital marketing - their social media, website, and Google; often turning up a few ways to make easy improvements to help support the goals of the business. But I am also frequently met with "Oh, I don't like using social media" or "I don't know how to use that" when it comes to making the most of free (save your time) social engagement.

We know a lot of learning goes into launching and building a thriving business. Knowing enough about the tools available to you to make the best decisions for your business is an essential part of the journey. Not liking something or not understanding it shouldn't be why you dismiss an idea that could be foundational to the success of your business.

Social media has become a powerful tool for businesses of all sizes, but is it absolutely necessary for success? The short answer: it depends—on your industry, audience, and how you leverage other marketing channels.  

Why Social Media is a Game-Changer for Small Businesses
🔹 Visibility & Brand Awareness: Social media helps businesses reach wider audiences without substantial marketing budgets. Even if you're a local business, platforms like Instagram, Facebook, and LinkedIn let you engage directly with your community.
🔹 Customer Connection & Trust: Consumers want to buy from brands they feel connected to. Social media creates a space for storytelling, customer interactions, and behind-the-scenes peeks that humanize your brand.
🔹 Cost-Effective Marketing: Leveraging social media can be a more affordable way to promote products, announce deals, and share updates than traditional media if your marketing budget is limited.
🔹 Social Proof & Reviews: A strong presence builds credibility—when customers see others engaging with and recommending your brand, they're more likely to trust and buy from you.
🔹 Direct Sales & Lead Generation: With tools like Instagram Shopping and Facebook Marketplace, social media isn't just about engagement—it's a sales driver.
🔹 Be Where your Customers are: Leveraging tools that you are comfortable with vs the tools your consumers are engaging with isn't a good use of your resources. If you primary target market is largely on Instagram, you are missing out on sales if you aren't there to meet them where they are at.

But Can a Business Succeed Without It?
While social media is a valuable tool, some businesses still thrive without it. This is more common if:
🔹They have strong word-of-mouth marketing
🔹 They rely on repeat customers and referrals
🔹 They use SEO and website traffic as their primary growth strategy
🔹Their industry is less reliant on digital engagement (e.g., industrial services, niche B2B companies)
🔹 They have local visibility (brick-and-mortar stores in high-traffic areas)

The Best Approach? A Balanced Strategy.
Rather than relying only on social media, businesses can combine:
🔹 A professional website (for credibility)
🔹Email marketing (for customer retention)
🔹 SEO & content marketing (for organic traffic)
🔹 Community engagement (for local growth)
🔹 Paid advertising & PR (for wider reach)

While social media isn't the only way to succeed, it's often the easiest, most accessible, and cost-effective tool for modern businesses.

Sarah Noble, Marketing and Communications Manager, St. Thomas EDC ​

Sarah is Elgin County born and raised, now proudly waving the #StThomasProud flag. With a Bachelor of Commerce from the University of Guelph, she’s passionate about empowering small businesses, arts, and tourism. A former entrepreneur, photographer, and certified Experiential Tourism Coach, Sarah blends creativity with strategy to help businesses thrive and craft unforgettable experiences. When she’s not championing local growth, you’ll either find her curled up with a her cats and a book, potentially enjoying a donut or tending to her gardens—because she knows all too well that life is best lived when it's full of stories, flowers, little sweet treats, and cats.