Promotion

Increasing the visibility, reach, or awareness of an entity on social media amounts to what? To the entity's what? It equals promotion, which occurs when things go right.

Signs that things are going right include when a target audience of potential fans/consumers sees and interacts with an entity's content in a positive way on a social media platform and when the entity's account analytics (numbers like impressions, reach, and engagement) show an uptick in audience interaction. One way to promote something on social media platform is to boost a post. Boosting a post amounts to giving it a shot in the arm, forcing it to go the direction it ought to be going vis-à-vis the audience it ought to be connecting with.

Since I used the word 'force,' it should be clear that this is not a free method. If one opts to boost a post, one must prepare to say goodbye to a certain amount of money that one could just as easily spend on something else. Promoting something using a social media platform in ways that do not require money calls for being thoughtful and creative during the content-creating stage and during the stage after the content has been created.