Social media was born to bring people closer together. And in many ways, it has: we’ve formed global communities, built movements, and stayed in touch through moments big and small. But it’s also made us feel isolated, distracted, and divided. So, are we becoming more social, or less?

The truth is, it’s both.

Social media connects us, but it also disconnects us. It enables creativity and community, but it can also amplify division and anxiety. For marketers and brands, this duality presents both a challenge and a responsibility. Because, in the end, the power of social media lies with its users, and perhaps most significantly, with the brands that fuel it.

As marketers, we wield real influence over the shape and tone of social spaces. Advertising spend funds platforms. Brand presence shapes cultural narratives. So the question becomes: How can we use this power for good?

That’s a question I’ve spent over a decade exploring. I’ve worked on many sides of the equation: at Meta, where I saw firsthand the mechanics of social platforms and the innovations driving them, and now at Social Element, where I help brands become truly sociable, building authentic relationships with the people they serve.

But here’s the problem: throughout my career, I’ve repeatedly encountered a frustrating truth – doing the right thing often isn’t seen as enough. Purpose has to justify itself with performance. Community-building needs a commercial case.

That’s why our team at Social Element has developed something we call Social Currency.

Led by our Insights team, we analysed over 6,000 data points across 11 sectors, studying how the strength of a brand’s social community correlates with business growth. And the results were compelling: brands that invest in building strong, engaged communities don’t just foster loyalty, they grow faster.

Social Currency allows us to quantify the value of community. It’s a framework for proving that inclusivity, connection, and authentic engagement aren’t just “nice to haves”, they’re growth drivers.

To showcase this, we’ve published the Social Currency League Table, highlighting the top 50 brands leading the way in community strength. These brands are not just present on social, they’re invested. They’re cultivating real connections, and as a result, they’re seeing real returns.

So, is social media making us more social?

It depends on what we choose to do with it. Social media reflects the intent of those who build and use it. As individuals, communities, and especially as marketers, we have the power to shape it into something better: more inclusive, more meaningful, and yes, more social.

Photo Credit: Bronac McNeill

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