DREIESKIVA​|Roald Kvam

Social media (SoMe) has become a cornerstone of modern marketing strategies, offering businesses unparalleled opportunities to connect with audiences, build brand trust, and generate leads. In this article I would like to share some insights from my everyday job as Chief Business Development Officer for a Norwegian social entrepreneur, Motitech AS; a practical framework for using social channels effectively—from choosing the right platforms to creating authentic content and measuring results.

1. Social Media as the heart of modern marketing

With 96% of Norwegians active on social media, these platforms are where customers naturally spend their time. They enable two-way communication, where likes, comments, shares, and tags foster engagement and strengthen relationships.

A consistent social media presence builds brand identity, recognition, and trust. Regular updates keep businesses top-of-mind, while also driving traffic to websites, campaigns, and sales channels.

2. Choosing the right channels for your audience

Each platform serves distinct purposes and reaches specific demographics:

• Facebook – Broadest reach across all age groups.
• Instagram – Visual storytelling suited to urban and millennial audiences.
• Snapchat – Informal and intimate, popular among younger users.
• Pinterest – Visual search engine ideal for inspiration and lifestyle content.
• LinkedIn – Professional networking, increasingly personal; effective for employer branding and B2B engagement.
• TikTok – Short, creative videos with high viral potential, strong appeal to younger audiences.
• X (formerly Twitter) – Best for real-time updates, particularly during live events.

3. Building a strategic social media structure

A structured approach begins with an audit: Which channels are you using, who is your target audience, and what content have you published and when? Competitive analysis reveals which channels are most relevant and which approaches generate results.

Quality content should always take priority over quantity. Clear goals and a targeted plan ensure that each post serves a purpose.

4. Creating engaging content

Authenticity and personality drive the strongest engagement. Unpolished, human content often resonates more than highly staged posts. Key tactics include:

• Featuring faces—employees, partners, and customers.
• Evoking emotion—through humor, relatability, warmth, or thought-provoking ideas.
• Asking questions to spark interaction.
• Providing value—sharing knowledge, tips, or human stories that matter to your audience.

5. Establishing a clear brand and voice

Consistency in tone and style across all channels strengthens brand recognition. Whether communicating like a trusted friend or a knowledgeable authority, the voice should reflect the company’s values.

Developing audience personas—defining age, goals, and demographics—ensures content is tailored effectively. Taking a stand on relevant issues, when aligned with brand values, can deepen audience loyalty.

6. Employer branding through social media

Platforms like LinkedIn and Instagram are powerful tools for showcasing workplace culture and values, helping to attract top talent. Encouraging employees to share content from their personal accounts can extend reach beyond corporate channels.

7. Tools and analytics for continuous improvement

Production tools simplify content creation. Regular analysis—weekly or monthly—identifies which posts generate the best reach, engagement, and shares.

Data-driven adjustments—testing formats, posting times, and content angles—improve long-term performance. Sharing success stories internally and recognizing employee contributions can foster a culture of social media engagement.

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Key takeaways:

• Dialogue over monologue – Social media should foster interaction, not just broadcast.
• Personal and authentic – Show people, not just products, to build trust.
• Right channel, right content – Adapt tone and format to each platform’s audience.
• Data-driven growth – Regular analysis and iteration lead to better results.
• Brand trust and identity – Consistency in voice and value delivery strengthens relationships.

Social media’s potential lies not just in visibility, but in building meaningful, ongoing connections that turn passive followers into active advocates and customers.

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