What Can You Expect When You Go BIG on Social Media?

During Change3’s recent event, "What Can You Expect When You Go BIG on Social Media?", Kneko Burney Miller (CEO, Change3) and Matthew Uchida (Content Marketing Associate, Change3) unpacked how small businesses and B2B companies can elevate their social media presence—not just for visibility, but for long-term brand and revenue impact.

Instead of chasing vanity metrics like likes or follower counts, Kneko and Matthew challenged attendees to think more deeply: how can your social media efforts build meaningful relationships, enhance targeting efficiency, and drive actual business results?

Common Pitfalls

Matthew shared insights from a research project that analyzed over 40 social media pages from major corporations and small businesses. One common theme? Lack of authenticity. As he put it, many felt “copy-pasted,” with content that didn’t reflect any real personality or connection. Kneko echoed this point, noting that too many brands approach social as a checkbox task or a necessary evil, missing out on what it can really do. And the stakes are growing as social media evolves. She explained that social platforms aren’t just for engagement anymore. They’ve become search engines in their own right. “People are searching less on Google and more on social,” she said. If your brand doesn’t show up or looks inactive, you're already falling behind.

What the Data Tells Us

Kneko shared insights from a Change3 survey of 60 business leaders about their current social media performance, and the results were eye-opening.

The most common benefit reported was increased brand visibility and awareness, cited by 55% of respondents. But beyond that, the numbers dropped off sharply. 25% cited enhanced customer engagement, 16% reported broader market reach, 11% saw gains in lead generation and conversion, and 10% noted improved SEO. Meanwhile, areas like cost-effective advertising, brand reputation, audience insights, customer support, and website traffic were each cited by only 3% or fewer, revealing just how much untapped potential remains.

Platform usage results further illustrated the issue.

85% of respondents said their company is active on LinkedIn, while only 20% reported using Instagram or YouTube. Just 16% are on Facebook, and a mere 3% use X (Twitter).

Kneko encouraged attendees to take a second look at platforms like Facebook, Instagram, and Reddit. Although often overlooked, they could be highly effective when paired with today's advanced targeting tools like ID graphs and account-based experience (ABX) platforms such as 6sense, Demandbase, and ZoomInfo. These tools now make it possible to reach specific job titles and industries more affordably, and when used strategically, these platforms can deliver better reach and ROI than LinkedIn.

Best Practices: Smarter Spending and Platform Strategy

If you’re a smaller brand wondering where to start, Kneko offered a clear, low-cost strategy: spend $5 a day on follower ads. That modest budget can stretch far on platforms like Facebook and Instagram. The goal isn’t flashy clickbait—it’s authenticity. Create ads that reflect what your brand genuinely offers, whether that’s insights, quotes, data, or helpful content. As Kneko put it, focus on why someone should choose to follow you. Don’t worry about going viral. A smaller, well-targeted audience often delivers better results than broad campaigns that fail to convert. It’s strategy over hype, and with the right focus, even small investments can yield real traction.

Final Advice: Presence, Process, and People

Kneko wrapped the session by encouraging businesses to solidify their social presence, even if they’re not ready to “go big.” Her advice:

1. Claim your brand on all key platforms, even if you don’t post regularly.
2. Use simple social management tools to streamline posts across platforms.
3. Train and empower your people, especially sales and executives, to have thoughtful, professional social profiles.

She also emphasized the importance of being intentional. Even if you only post once a month, make it meaningful and useful. Show that you’re real.

Watch the full replay and explore more upcoming events, past sessions, and blogs for additional insights!