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SOCIAL MEDIA MARKETING
4 min read
How Not Using Social Media CanHurt Your Business
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MARCH 17, 2015
This story originally appeared on PR Newswire's Small Business PR Toolkit
SMALLBUSINESS PR
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Networking
3 Tips to BetterUse the SocialNetworks You
It’s hard to believe, but some businesses are still slow to embrace
social media for marketing and brand-building purposes. These
businesses cling to outmoded methods of marketing without taking
into account just how influential and far-reaching social media has
become for consumers in B2C and B2B.
“Not having the right social media channels for your customers to
reach out to you is the 1995 equivalent of not having a phone line,”
notes Cassandra Hayes at SocialBro.com.
In case you’re not yet fully on board with social media, here are
compelling reasons why not using it can harm your business:
1. People won’t know how great your business is.Let’s assume you do things right and you’ve built a small, but loyal
customer base. Wouldn’t it help to let more people know about your
satisfied customers? On social media, businesses routinely share
customer testimonials with their followers, while customers are
happy to share their buying experiences all on their own.
FROM PR NEWSWIRE'SSMALL BUSINESS PR
TOOLKIT
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Use Every Day
Snapchat
Snapchat forSmall Business:Consider 3 KeyFactors
Related: 5 Stellar Pinterest Tips for Small Business Owners to Get
Crazy-Good Results
2. You’re unaware of what customers are sayingabout you online.Whether you like it or not, customers unhappy with your product or
service won’t hesitate to share their experiences on Facebook, Yelp
and other platforms. Without a social media presence, how can you
monitor negative reviews or attempt to answer them and
demonstrate a policy of responsiveness?
3. You lack a method for engaging with yourtarget audience.Social media is interactive. Small businesses build communities
around their brands and instill customer loyalty. Engagement may
include sharing product updates, conducting customer surveys,
sponsoring contests, etc. A small business that lacks a social media
presence must work much harder to engage its customer base.
CYNTHIA JOHNSON
ANDRE KAY
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4. Traditional advertising is more expensive thanmarketing on social media.Not only does creating and distributing advertisements add up to
significant costs, the level of customer trust in traditional advertising
is fairly low. Startups in particular enjoy a much higher success rate
using social media to promote their products or services.
5. It’s much harder to build a reputation as athought leader.It’s likely you’re an expert in your particular field of business. But
without a social media presence, who will ever know? Small
businesses regularly create and promote content of value to their
followers, in the process building a reputation as an industry
thought-leader — which adds credibility when they reach out to
prospective customers.
Related: 3 Other Social Media Sites Your Small Business Should
Consider
6. You can’t easily spread the word about new
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6. You can’t easily spread the word about newproducts or upgrades.Businesses use Facebook and other channels to launch a new
product or announce a major upgrade. Customers are sometimes
invited via social media to “test-drive” the new product and offer
helpful feedback. This kind of customer input increases the odds of
a successful launch or upgrade, because a business knows in
advance what works (and what doesn’t work) with their target
audiences.
7. You’re less likely to know what your competitorsare up to.Never assume that just because you don’t have a social media
presence, the competition is abstaining as well. They’re not!
Monitoring the social media activity of competitors enables you to
stay informed about their marketing efforts and who their customers
are — information that could prove essential for your own marketing
campaigns.
8. It’s harder to recruit quality employees.
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Businesses use social media as an active employee-recruitment tool
— and job candidates do the same when it comes to checking out
potential employers. Having a vibrant online presence (not just your
business website) makes your company more attractive to talented
candidates, the very individuals you most want to apply for your
open positions.
Related: 6 Email Marketing Techniques That Boost Click-Through
Rates
9. In a crisis, the lack of a social media presencecan be devastating.Sooner or later, almost every business experiences some type of
public relations or product-related crisis. Companies that
successfully “bounce back” usually integrate crisis management with
social media in the planning stages. They use Twitter and other
channels to beat back unfounded rumors and speculation, while
ensuring a continuous flow of customer-friendly information. A
business with no social media presence can be badly harmed by a
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tsunami of angry voices online.
Late to the show? Look at social media platforms your customers
follow and start building your own community of fans and friends
alike.
Written by Peter LaMotte, a senior vice president at Levick, and
chair of the firm’s digital communications practice.
Social Media Online Marketing Marketing Mistakes Social Media Marketing
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