One of my closest friends moved away when we were in middle school and like many kids before smartphones and social media, we became pen pals. We’d write letters back and forth, sharing updates about school, new friends and whatever was happening in our lives.

Around the same time, my brother was serving in the U.S. Air Force and traveling across Europe and Asia. Staying connected with him wasn’t as simple as opening an app, we relied on postcards, occasional phone calls and updates that arrived long after the moments had passed.

Distance felt real and staying connected required effort, patience and sometimes even a little luck.

What once took weeks, now takes moments. In considering World Social Media Day on June 30, I think it’s worth reflecting on how these platforms have changed our lives.

Social media is often discussed through the lens of trends, algorithms and engagement rates. And while those things certainly matter, at its core, social media has done something remarkable – it has made our world feel a little smaller.

People can connect across continents as easily as they can connect across town. Friends can maintain relationships despite moves and life taking them in different directions and communities can form around shared interests regardless of where they live.

Today, businesses can connect with their audiences anywhere in the world. A local company can build a following that stretches beyond its hometown. A niche brand can find its ideal audience regardless of where those customers live. Organizations can engage directly with their communities, answer questions in real time and build relationships that feel personal rather than transactional.

The most successful brands understand that social media isn’t just a platform for promotion, but for connection.

At Mercury, I see this every day. The brands that stand out aren’t necessarily the loudest, they’re the ones that create conversations, foster communities and build trust with their customers over time. The same platforms that allow friends and families to stay connected across thousands of miles give businesses an opportunity to create meaningful relationships with the people they serve. That’s what makes social media so powerful.

Whether it’s a handwritten letter between friends, a postcard sent home from overseas or a message sent to someone halfway across the world, the goal has always been the same: connection.

The difference today is that our world is more connected than ever before, and I think that’s something worth celebrating.