I’ve written a few times about running social media accounts for a business. As you probably realize, it’s a bit more complicated than many people think So sometimes I’m asked, why bother? Is it worth the effort?
Our short answer is a resounding “Yes!” And that’s not because we make our living doing this type of work. The opposite is true, really: we work in this because it’s important for businesses and many businesses do need outside support to get it done.
As I write this, we’re in the midst of the COVID-19 pandemic. This sad situation has prompted more businesses than ever to realize that they need a strong online presence. That includes websites, apps, and social media. But let’s look more closely at some of the reasons why that’s the case.
It’s Where The People Are
A certain fast-food restaurant with golden arches proudly proclaims, “Billions and billions served.” Wow! That’s the kind of business success we’d all like to reach.
Social media gives you access to that kind of audience. By the end of 2019, Facebook had 2.5 billion active monthly users! WeChat, which is more common in China, has over a billion users. That’s a lot of people, and that’s only two of the social media platforms!
Not only do they log in, but they spend time there. As of 2020, studies show that Americans on average spent 144 minutes a day on social media accounts. That’s almost 2 and a half hours!
Others, like Instagram, YouTube, Twitter, and Pinterest all have hundreds of millions of people log in, too.
Of course, that means nothing without being able to get the message in front of the right people. And the data these sites use allows you to focus your message where you want it, whether that’s based on region, interest, or many other factors. Even with increasing legal protections for user privacy, you’re still able to target an audience of likely clients.
If you want to be where the people are, be on social media!
Available When They Are
Not only does social media let you reach people where they “congregate,” but it also lets you do it at their convenience. That could be 10 am, but it could also be 8 pm or 3 am.
Of course, it’s not the only way to be available 24 hours a day. A website can do that. You could hire an answering service or open a customer service center. You can reach an audience with billboards, radio, TV, or newspapers.
But social media combines some aspects of those, and more economically. The audience can send you a message (even if you’re not able to respond immediately). You can even respond to some questions using a chatbot. You can make sales. You can even allow them to make an appointment.
None of those are unique to social media but they do come together in a special way here.
You Can Build A Community
People long to be a part of something bigger. We can use some examples from the coronavirus situation here. Some people felt the need to hoard toilet paper because others were doing it. We’re also feeling “antsy”, to say the least, while trying to maintain social distancing and not being able to socialize or even shop as we’re accustomed to.
Being part of society is important to us. And social media allows a business to create a community that revolves around its products and services.
Customers feel more comfortable knowing they’re not alone in using your products. Their comments and reviews on your social media also become a form of free advertising. Testimonials are a powerful force in marketing, and if you’re already running your social media well, you’ll get the testimonials free.
It’s Easy To Communicate Your Message
The level of communication possible with social media is unprecedented. You can get your message out in real time. You can get feedback – also in real time. Sure, that comes with challenges, but it can also make communication faster and more efficient.
Your responses to the messages and comments left on your page go a long way to determining your business’ success.
You can also make publications as needed. You should always have a plan, but if there is an emergency, you can communicate that as well. For instance, if you have a broken water main and are forced to close your physical location, you can get that out on your page in a timely manner.
You set the schedule and the content, so you’re not bound by radio or TV schedules. The control over what you say and when is in your hands.
People Expect You To Be On Social Media
In just over a decade, social media platforms have become a part of regular life. They’re not for kids, “nerds”, or any other limited group. And customers expect your business to be there, too.
If they can’t find you on social media, it can limit the possibilities of them contacting you. They may not bother searching for a website or – horror of horrors – looking up your number in a phone book. For many, it may seem that you don’t exist.
A business presence on social media is the new normal. You want your business to stand out, but rebelling against this trend isn’t the way to do it.
Conclusion
Social media has proven more than a fad. It’s important for most businesses today. You can reach your customers and prospects where they spend their time. Your message can quickly be amplified, too. So if you were still in doubt, it’s time to accept social media as a basic part of your business strategy!