Why Social Media Is No Longer Optional: Lessons from Katie Fitzgerald

Social media has come a long way. What used to feel optional for many companies is now an essential pillar for building a brand, connecting with customers, and creating content that actually resonates. I recently had the chance to speak with Katie Fitzgerald, a social media expert at Jobber, a leading Canadian software company for small home services. Her insights into today’s social media landscape are both practical and forward-thinking, and I walked away with a lot of actionable ideas for thriving in this creator-driven economy.

Social Media Is Non-Negotiable

Katie made one thing very clear: social media is no longer optional. Every company I know now treats it as a strategic priority. Your digital presence directly impacts customer acquisition, retention, and how people perceive your brand. Ignoring social media isn’t just risky, it’s a missed opportunity to connect meaningfully with your audience and stay ahead of competitors who are actively leveraging these platforms.

Understanding Your Audience Is Key

One of the most important takeaways from our conversation is that social media isn’t one-size-fits-all. Each platform has its own audience, behaviors, and expectations. Jobber, for example, adapts its influencer partnerships differently on Instagram versus Twitter. If you want your strategy to work, you need to understand where your audience is, how they engage, and what content resonates with them. This means ongoing research, staying agile, and being willing to adjust as both platforms and user behavior evolve.

Micro-Influencers Are the Future

Katie also highlighted a trend I’m seeing more and more: micro-influencers. Unlike celebrity influencers who have huge followings but often lower engagement, micro-influencers nurture smaller, highly engaged communities. Their authenticity drives trust, sparks genuine conversations, and builds deeper brand loyalty. At Jobber, influencers are only partnered with if they genuinely use the product. This approach ensures authenticity and credibility and it’s something I see as a game-changer in influencer marketing.

Twitter Moves Fast, So Should You

Twitter is a platform that moves fast, and you have to move faster. Katie explained that success here requires rapid content creation, real-time engagement, and jumping on trending conversations immediately. If your workflow is slow or reactive, you’re going to miss opportunities. Twitter demands a different mindset than Instagram or LinkedIn, more agile, more interactive, and much more immediate.

Virtual Engagement Is Possible

Even virtual events can deliver real energy. Katie shared her experience moderating a keynote with no physical audience but still feeling excitement and participation through the virtual format. It reminded me that, with the right approach, brands can innovate online and create experiences that rival in-person interactions.

Personal Branding and Accessibility Matter

Lastly, Katie’s openness on Twitter and LinkedIn drives home an important point: being approachable, active, and accessible on social media is critical. Sharing insights, engaging in conversations, and building your network isn’t just a nice-to-have, it's essential in a field that thrives on connection.

Final Thoughts

Social media isn’t slowing down, and the brands that succeed will be the ones that approach it strategically, authentically, and with agility. From understanding your audience to leveraging micro-influencers, embracing platform-specific strategies, and engaging in real-time conversations, Katie’s insights are a blueprint I’m excited to apply and I hope you find them just as valuable.

If there’s one thing I want to leave you with: social media is no longer optional. It’s your brand, your audience, and your story all in one dynamic, ever-evolving space.

Frequently Asked Questions

Q1. Why is social media important for businesses today?

Social media helps businesses reach more people, build trust, and connect directly with customers. It’s often the first place people check before buying, so having an active presence improves visibility and credibility in today’s digital world.

Q2. How can small businesses benefit from social media?

Small businesses can use social media to promote products, share updates, and engage with customers without big marketing costs. It helps build community, attract new clients, and compete with larger companies by staying visible and active.

Q3. What type of content works best on social media?

Content that educates, entertains, or inspires usually performs well. Short videos, helpful tips, customer stories, and behind-the-scenes posts attract attention. The key is to keep it authentic and relevant to the audience’s interests.

Q4. How often should a business post on social media?

There’s no one-size-fits-all answer, but consistency matters more than frequency. Posting a few times a week with quality content is better than posting daily without value. Regular activity keeps the brand fresh in customers’ minds.

Q5. How can social media improve customer service?

Customers often ask questions or share feedback directly on social platforms. Quick, helpful responses show that a business cares, improving satisfaction and loyalty. Many people prefer this fast, informal communication over email or calls.

Q6. What’s the difference between organic and paid social media?

Organic social media means free posts and interactions with your followers. Paid social media uses ads to reach a larger or targeted audience. Both are important organic build trust, while paid boosts reach and visibility.

About the Author:

Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.