The short answer is, almost certainly, yes. But ‘being on social media’ isn’t a strategy in itself. For Australian SMEs, social media’s value isn’t just about presence; it’s about targeted customer engagement and measurable return on investment. We see too many businesses treat platforms like Facebook, Instagram, and increasingly, TikTok, as digital billboards. That’s a missed opportunity.

Here’s what you need to consider. Firstly, understand your ideal customer. Where do they spend their time online? A plumbing business targeting homeowners will have a very different approach than a fashion boutique aiming for younger demographics. Knowing this dictates platform choice. Secondly, social media excels at building brand awareness and fostering community. Think of it as a digital version of word-of-mouth marketing – incredibly powerful, and often more cost-effective than traditional advertising.

• Customer Acquisition Cost: Social media advertising, when done correctly, can deliver a lower customer acquisition cost than many other channels. Precise targeting options mean you’re showing your message to people genuinely likely to become customers.
• Direct Customer Feedback: Social platforms provide a direct line to your customers. Monitoring comments, messages, and reviews gives invaluable insights into what they think of your products or services, and where you can improve.
• Local SEO Boost: Active social media profiles can positively influence your local search rankings. Google considers social signals when determining relevance, helping customers find you when they search for businesses like yours.
• Content Marketing Amplifier: Social media is the perfect place to share valuable content – blog posts, videos, helpful tips – establishing you as an authority in your field and attracting potential customers.

However, it’s not a ‘set it and forget it’ exercise. Consistent posting, engaging with your audience, and analysing performance data are crucial. We recommend starting small, focusing on one or two platforms initially, and building from there. Don’t spread yourself too thin. Looking ahead, we anticipate increased emphasis on short-form video content in 2026 and beyond, so platforms like TikTok and Instagram Reels will likely become even more important.

Ultimately, social media should be integrated into your broader marketing strategy, not exist in isolation. If you’re unsure where to start, we suggest conducting a social media audit to assess your current presence (if any) and identify opportunities for growth. A clear plan, focused on delivering value to your target audience, is the key to success.