While social media may not always be the best place to build a large audience, it’s an excellent platform for building credibility.

Maybe you don’t find new prospects on social media. But the prospects you are already talking to will check your social media to see what you are all about.

Surprisingly, instead of playing the role of an ‘awareness channel’, social media acts as a bottom-of-the-funnel channel, reinforcing credibility and helping in the final stages of decision-making.