"Today, customers can find nearly any service provider instantly, from anywhere. And that's a good thing. But it also means that lawyer, that CPA, that dentist must now market themselves through social media. Why? Businesses lacking an internet presence put themselves at a major visibility disadvantage, especially when we consider as Kepios finds that 5.41 billion people-or roughly 65% of the world population-regularly use social media as of July 2025."
"Let's face it. Generating interesting content- even curating it -takes work. It requires bandwidth, energy, and creativity, all scarce resources for overworked small and medium-sized business owners and their time-crunched teams. But there's another aspect to this situation that's even more topical. As I recently reported for , many of the old ways of getting found online are disappearing. SEO is one such example. Gaming SEO via manipulating search rankings or relying on backlinks is becoming increasingly moot."
Social media functions as the primary discovery channel for businesses in 2025, with approximately 5.41 billion people (about 65% of the global population) using social platforms. Fifty-eight percent of consumers report discovering new businesses via social media, surpassing traditional search and TV. Businesses without an internet and social presence face major visibility disadvantages. Creating consistent, engaging content requires bandwidth, energy, and creativity that many small and medium-sized business owners lack. Traditional SEO tactics are losing effectiveness as users increasingly search via ChatGPT, making language model optimization (LMO) the emerging focus for delivering valuable, answer-oriented content with AI assistance.
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