It’s a myth among web professionals that every organisation is capitalising on the benefits of social media. In fact, 94% of small business owners say they do not use it because their customers do not use it.
The advantages of using social media in business are well-documented but it needs to be done properly if it’s to have a positive effect as half-hearted attempts will achieve little.
To make social media work for your business you need to have a plan. If you do not have a strategy and time to manage social media, it’s a pointless exercise.
As a good starting point, it’s advisable to simply ‘lurk’ and monitor what other people are doing on the social media networks before trying to work out how it can help you. Spend some time on either Linkedin, Twitter or facebook and get to understand how others are behaving.
This gives you specific marketing intelligence and allows you to understand how to play the different media.
You cannot set up a social media strategy and think customers will just arrive on your doorstep. You need to establish a two-way communication and ask your followers/customers for feedback, as well as respond to their questions.
Businesses need to be personable and build relationships with customers through social media. We need to be perceived as industry experts and when we do comment we need to provide relevant information.
Too many people have just jumped on the social media bandwagon because people are talking about it. It requires considerable work related to engagement and understanding about what you’re trying to achieve and how to send an appropriate message into the market.