While compiling a master class for professional athletes offering guidelines to effective social media use, it got me thinking; why do we use social media?

For a business most of us understand that being on social media is a worthwhile marketing endeavour. But we don’t always necessarily consider why our audience is on social media in the first place.

This is ironic because that may be the most important thing to consider.

At the end of the day it comes down to a simple basic human desire: the need to connect with other humans, to be part of a group.

When your side of the world is asleep, the rest of the world is awake. When you’re alone in person, online you’re surrounded by millions.

Social media sites never shut down, they’re open 24/7 so individuals never need to be alone.

IT developments and the Internet have made it possible to connect with anyone, anywhere, anytime. We know more about each other than we ever did before.

In years gone by we had to physically leave the house to be part of a social group, now we have it all from the comfort of our own home.

So while social media and the Internet may have taken out an element of serendipity from life, it’s impossible to argue with its convenience.

Now that everything has moved online, including a vast majority of businesses, consumers have so many choices while sitting at their computer.

In sport we have information faster and from credible sources; live in-play results, reaction from the athlete or club making the headlines and opinion from those who matter and indeed those who don’t.

And it all counts because there is an appetite for the information.

It’s all about the ‘Why’ and ‘How’ your audience is using each platform.

When you can’t decide what to post on social media, ask yourself the same question: Why do you use social media?

Let us know why you use it...