In this modern day, the influence of social media is becoming increasingly important. Your friends are on it, your family is on it, your dog might even be on it - but more importantly, businesses are on it. With 42% of marketers reporting that Facebook is critical or important to their business, it's clear to see why so many companies invest time in their social media content strategy.
However, though using social media for your business may seem like the right thing to do, it may be time to consider whether it is actually right for your business. We’ve looked into reasons why social media might be right for your business and reasons why it might not.
Social media is right for your business if:
Social media is right for your business if you’re looking to engage with your consumers on a more personal basis.
Social media is one of the best ways of gaining an almost friendship like relationship with your customers. By providing your customers with content they will appreciate, such as useful information, discounts, and insider info, this will create a loyal following of consumers from your social media channels.
Social media is right for your business if you want to show the human side of your company.
Social media is an effective way to show the people behind the business. Photos of the office eating cake for someone’s birthday or a recent company achievement really displays the human aspect of the business. Consumers react well to stories, so by telling your businesses story through social media, you will be able to gain their trust.
Social media is right for your business if you have a limited marketing budget.
One of the best aspects of social media is that it is 100% free. For a small business, the kind of exposure free social media platforms bring is invaluable. Paid for social media advertising is a fantastic way of gaining more conversions, but not every business has the budget for this kind of marketing. This is why social media is right for any business looking to gain exposure without spending too much money.
Social media is not right for your business if:
Social media is not right for your business if you’re only going to promote your products.
People mainly use social media to get the latest news and to be entertained, and it seems constant product promotion is quite simply not interesting. The typical rule of thumb is to post 3 informative and helpful posts for every product promotion post.
Social media should not be placed on your website if you do not want customers to get distracted by it.
If your social media buttons are at the very top of your website and are big enough to be distracting, there’s a chance a possible customer may decide to look through your social media rather than your products. If your social media is active and well maintained, this could be a good thing for your business. However, if it is littered with infrequent posts and possible bad reviews, it may be best to remove these click through buttons from your website.
Social media is not right for your business if you do not know how to use it.
Leading on from the last point, social media is not right for any business which does not know how to use it correctly. For example, if you do not have the knowledge that links do not work in an Instagram post; Instagram is perhaps not right for your business. Furthermore, if you do not know what kind of content to post on your social media or how you can benefit your customers with it, it may be best to take a step away from the platforms or hand them over to someone who does have a good understanding of social media.
Social media is not right for your business if you spend too much time on it and do not gain enough feedback.
Finally, social media is not right for your business if you find yourself spending hours upon hours on it but gaining little to none feedback. Especially if you are creating original content, such as images and videos made solely for social media, it may be best to put that valuable time into something that can provide you with solid feedback such as paid advertising. Paid advertising will be able to provide you with clear data on what works and what doesn’t for your business, so this could be more beneficial in the long run.
Social media is great for connecting with people, but social media posts are not the best organic marketing strategy for sales or driving in enquiries. If you have a genuine desire to communicate with consumers, alongside providing informative, entertaining and advisory information, then social media platforms can be great for this. However, posts are not an effective way to promote products or services, so if this is your main aim them we would advise that you focus your efforts elsewhere, such as advertising on social media, which can be very beneficial if done properly. We will take a look at this in our future article about how you can get the most out of advertising on social media platforms.
If you think social media might be right for your business or you would like someone else to do it for you, our social media experts can help. Get in touch with us today to request a quote!