Social media is one of the most influential forces shaping human behavior today. Some call it community, others call it chaos — and both perspectives may be true…
Social Media: Connection, Chaos, or Something In Between?
Social media has the power to connect people, impact culture, and spread ideas in mere seconds. But it can also blur boundaries, monopolize our attention spans, and overwhelm us with information. For brands trying to make meaningful connections in the digital age, the challenge is clear: Is social media helping us, or hurting us?
Let’s explore the current state of social media, the role it plays in marketing and connection, and how businesses can navigate the noise to show up with purpose.
The State of Social Media Today: Is It Growing or Declining?
Simply put, social media isn’t going anywhere. In fact, more than 5 billion people use social platforms around the world, with U.S. adults alone spending nearly 2.5 hours per day on social media platforms like Facebook, Instagram, and TikTok.
For businesses, that creates major opportunities… and real pressure. The expectation to “be everywhere” often outweighs the strategy behind it, and marketing teams are left scrambling to keep up. But when used intentionally, social media can be a powerful tool to reach new audiences, reinforce brand identity, and build trust that translates offline.
Social media connects us, but does it do more harm than good?
Of all the roles it plays today, social media’s most meaningful role is still connecting us. It allows communities to form across distances, helps people find like-minded voices, and ignites social movements in real time. Many nonprofits, for example, have used social media to tell stories, engage donors, and mobilize support in ways that weren’t possible just a decade ago.
Yet connection through screens can feel surface-level. In moments of cultural tension or online overload, platforms become echo chambers: everyone has a voice and everyone has a say about… well, everything. As a result, heavy use of social media often leads to fatigue, mental health challenges like anxiety or a fear of missing out (FOMO), and a sense of social disconnection from the real world.
So, all in all, is social media good or bad? Is it helping us, or hurting us? The truth is, there’s no straightforward answer to this question — because social media isn’t inherently good or bad. Social media is a tool, meaning its impact lies in how we use it, how often we rely on it, and the purpose behind each interaction with it.
For brands and individuals alike, answering this question is about finding intentional ways to engage, so you can use social media in the ways that make sense for you or your business.
The Difference Between Social Media Management and Marketing
For brands, once you’ve defined how social media fits into your plans and goals, the next step is understanding how to actually manage it. For some teams, that starts with understanding the difference between marketing and management.
In short, social media management is all about execution. It involves the day-to-day tasks that keep a brand (or a person) active and responsive. This includes posting content to social media feeds and Stories, replying to direct comments and messages, engaging with other people’s content, and monitoring performance to stay on top of what’s working and what’s not.
Social media marketing, on the other hand, involves the strategy behind the scenes. It includes implementing paid ad campaigns to extend your reach, creating content that supports business goals, and defining how social media fits into a brand’s overall marketing approach. And with social media usage on the rise, the advertising component has become a vital piece of the larger puzzle when it comes to building a successful, scalable business plan.
Why brands on social media need both today…
There’s no denying that social media marketing and management work best when they work together. Marketing defines the direction (shaping campaigns, messaging, and platform strategy) while management turns that plan into consistent, daily action.
When paired as part of one comprehensive strategy, they give brands complete, strategic coverage across key channels. That’s where the right marketing partner comes in to help brands and internal teams strengthen their impact with a strategic multichannel social media plan.
Building Community Through Creative, Purpose-Driven Content
At a time when social media platforms can feel more chaotic than connected, the brands that stand out are those that lead with intention and creativity. Leveraging “added value” tactics can go a long way in helping a brand build community on social platforms, which means prioritizing things like:
- Mixing in authentic brand advocates and/or influencer marketing content
- Utilizing connective custom visual content (professional photos and videos)
- Implementing a paid social plan as part of a larger strategy
These are just a few ways to go the extra mile in building community on social media. With the right approach (and the right marketing partner), your social media presence can serve as more than just a tool for growth — it can become a space for building trust, sharing values, and forming lasting connections with the audiences who matter most to your brand.
One Knoxville Agency for All Things Social Media
If you’re navigating today’s social media landscape and you’re not sure where to start, ask yourself: Do I need full-service support, or just help managing my day-to-day social content? Is social media something I want to spend time on, or would I prefer to delegate it and get time back for myself and my team?
At Asen Marketing, we work with brands to uncover what their audiences actually want to see on social media — then build custom plans around those interests that align with the brand’s goals. Whether you need a fresh, big-picture social strategy or help managing the everyday details of your current social media management plan, we’re here to jump in. Because the internet is chaotic, but handling your social media doesn’t have to be.
Interested in learning more? Explore our social media services here, or reach out to our social team at info@asenmarketing.com to get started with a custom plan for your brand.
Authored by Amanda Myers, Copywriter and Marketing Strategist at Asen. Amanda has nearly a decade of brand writing and content creation experience, with a deep knowledge of what it takes for brands to thrive on social media today.