Using Social Media To Establish Authority - A Series

Be the Authority: How to Use Social Media to Position Your Business as an Expert

I recently had a conversation with a friend who runs a small business, and they mentioned something that stuck with me. "I post on social media, but it never really feels like it does anything for my business." That’s when I asked, "What’s your goal with your posts? Are you posting just to be active, or are you posting to position yourself as the go-to authority in your industry?"

Silence.

I started thinking about the types of posts businesses typically put out there. Take, for example, a local bakery that posts photos of their pastries every day—great for visibility, but does it make them the go-to authority on baking? Not really. Now, imagine if that same bakery started sharing behind-the-scenes videos on the science of perfect sourdough, tips for home bakers, or interviews with local farmers about their ingredients. That’s a shift from just posting to positioning as an expert.

Or consider a financial advisor who simply shares links to trending stock market news. Useful? Maybe. But if they instead created quick, digestible explainer videos on investment strategies or myths about retirement planning, they would build authority, not just awareness.

That’s the difference between social media that works and social media that just sits there, collecting likes with no real impact. If you want your business to be seen as the expert, the trusted source, and the company people think of first when they need a solution, then you need a strategic approach to social media. That’s exactly what this series is about.

Why Authority Matters on Social Media

People don’t buy from businesses just because they exist. They buy from businesses they trust. And in a digital world full of noise, authority is the shortcut to trust.

• When you’re seen as the expert, your audience comes to you.

• When your content is valuable, people share it—expanding your reach effortlessly.

• When people trust you, sales happen naturally.

And the best part? Social media gives you a platform to build that authority faster than ever before.

What This Series Will Cover

Each social media platform has a unique way to establish expertise. Some favor in-depth conversations, others thrive on visual storytelling, and some are perfect for positioning your brand as a thought leader. Over the next several weeks, we’ll be breaking down exactly how to leverage each platform to build authority and ultimately drive business success.

Here’s what’s coming:

• Facebook – The underrated powerhouse for business credibility, community building, and social proof.

• LinkedIn – How to become the go-to expert in your field with thought leadership content.

• Instagram – The art of using visuals and storytelling to build credibility.

• YouTube – Long-form video content that cements your expertise and grows your audience.

• TikTok – Why short-form educational content is a secret weapon for authority.

• Pinterest – The evergreen platform that keeps your expertise discoverable for years.

• The Convergence – How to bring all of these platforms together for a seamless authority-building strategy.

Each installment will be packed with actionable strategies, real-world examples, and insights that go beyond the typical "post consistently and engage" advice.

So if you’re ready to transform your social media from an afterthought into a powerhouse for business growth—stay tuned.

First up: Facebook—The Underrated Authority Hub.

Are you using social media to establish your business as an expert?