A lot of the companies that go before the sharks on the show Shark Tank are already super successful. The other week, an online clothing store, Red Dress Boutique, amassed $8M in sales through their website using social media as their primary means of promotion.
Now before you think, social media is all you need, if you watch the episode (starts around minute 18), you’ll find out that social media is just a tool. The owner, Diana Harbour, is killing it at social media because she’s simply killing it in marketing her store and products. She uses social media to learn from her target audience and uses that to build a better store.
Social media works as a promotional tool when you use it for engagement, not just self promotion.