There’s a bit of a widespread problem plaguing a fair amount of companies. Too often, they dedicate an inordinate amount of time, resources, and personnel to developing a presence on social media sites such as Facebook and Twitter without having a plan for what they’re doing, or why they’re on them in the first place. Typically, their only reasoning is that they should be simply because it seems to be the de facto thing to do.
This, however, isn’t to say that they shouldn’t be on those sites. Facebook and Twitter have both clearly shown that they both are power players in the realm of social media marketing, and that doesn’t appear likely to change at any point in the near future. What’s important for businesses to understand is exactly why social media matters.
Social media marketing represents a form of connection with customers. Not just current and past ones, but also potential future ones as well. Mediums like Facebook and Twitter represent an easily accessible means through which communication with these groups is possible. Website analytic statistics can easily help you determine just how much traffic is being driven to your site from social media sources, and allow you an understanding of where both existing and prospective clients are located online.
Additionally, utilizing social media marketing can be a significantly cheaper alternative to traditional advertising. Brand recognition is essential to being competitive in markets that are often volatile. However, with meager budgets for traditional advertising though mediums such as television, radio, and newspapers, successfully spreading word of your company can be problematic. A wide-ranging social media marketing campaign, on the other hand, is a relatively inexpensive way to keep consumers talking about your brand. While it’s admittedly unlikely that you’ll see an influx of sales through Twitter or Facebook alone, using them as means to communicate news or offer discounts gives you a better chance of creating a sustained presence.
Being active with social media can allow you to stem small problems before they grow beyond your means. Because it allows you to communicate directly with your clients and customers, it also gives you the opportunity to observe comments they make about your business and allows you the chance to solicit feedback from them. By addressing their concerns directly, you give the impression that you care enough to hear their concerns and are committed to making their experience with your company a positive one.
Written by Kenny K.