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Here are the top reasons why it is imperative for businesses to be on social media, and how it can help ensure your brand’s success.
Faster, Easier Communication: Customers can contact a customer service representative faster and easier now than ever before thanks to the social media. Businesses can also receive, review, and respond to the customers’ grievances faster and easier than ever before. Depending on industry and the grievance, challenges may still remain, but the line of communication that once was somewhat challenging to establish is no longer nearly as difficult to do so.
Networking & Partnerships: In addition to the simplified lines of communication, there is the aspect of general availability. Let’s face it: there is a small part of the world’s population that it would be nearly impossible for the most average humans to ever directly communicate with without the right kind of help (publicist, agent, etc.).
Also consider actors and actresses, athletes, and the other high-profile people most of us Average Joes would never be able to interact with. Social media helps connect us easier than ever before.
Here are some examples of the added value these connections facilitate are:
Trust from others’ networks and audience members.
The acquisition of the quality backlinks (that offer SEO boost as well as, hopefully, an increase in referral visitors).
Potential business opportunities.
Boost Organic Visibility: There is so much potential value to be unlocked through social media, aside from the networking and partnership-produced backlinks.
In addition to the SEO value gained from adding the quality backlinks to your brand’s website (by way of social media relationships, as well as the ways social media help accumulate a variety of link types to comprise a healthy backlink profile), social media also sends relevancy signals and other signals to search engines like Google to ensure popular content is easily visible and shareable.
Increase Website Traffic: The social media channels are supplemental to the brand’s website and, if there is one, its brick-and-mortar location.
Social media is intended to reach the different audiences in a personable, useful, and entertaining way and refer those potential customers you may not have ever had the chance to engage with previously to get to know and try your business. This works well in all the cases when done correctly.
Customer Feedback: In the world of business, sales, and the profits, regardless of what your industry is and who you are marketing and selling to, the focus has to truly be on the customer.
And success, both digitally and traditionally, is achieved by understanding — and delivering — the best quality customer service possible, and doing everything in your power to ensure your customer and potential customers have the best possible experience with your company.
Impress Potential Customers: Keeping in line with maintaining your brand’s respected reputation is the opportunity to impress the potential customers with how you’ve handled other, typically unrelated customer interactions. People often turn to — even rely — on the social media and online-review sites to get a good idea of just who a company truly is. Just like marketers, the consumers are using social media as a tool to help them make better purchases and decisions in general.
Branding: While branding essentially involves each numbered entry listed in this column, it is important to stress it as one of (if not the) most valuable capabilities of social media.
You may not see as high of a conversion rate via social media (depending on the business and the sales structure) as you do other marketing mediums (paid search, organic search, etc.), but the impression a brand gives off and reputation it built can be greatly enhanced and showcased through social media. You can show off your brand culture and the personality, stand out among the rest for the traits that make your brand different, and attract new, quality employees and further improve your business even more.
Track Your Competition: Social media channels also allow us to keep our finger on the pulse of not just the other marketing tactics and practices, but also with the tactics used by direct competitors.
And we can also learn a lot from our competition.
No one is perfect, and we can all learn something new. The ultimate goal is having the customer understand us and depend on us for our authoritative approach within our niche over the competition.
Our competitors are aiming to do the same things as us (establish and protect the brand reputation and ultimately sell its products/services), so it’s worth us monitoring and finding out ways our business can do better to educate and entertain users, as well as the things our brand does well, and ways we can get better across the board.
User-Generated Content & Crowdsourcing of Ideas: The larger the audience, the more potential the content has to really impact a brand and it’s messaging. Brands will receive and be able to (usually) use this sometimes-quality content — videos, images, infographics and memes, etc. — with proper permission, of course.
Social media allows us to ask for this user-generated content and then receive it directly, but there is quite a bit going in between all of that, too.
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