Social media is not an end in itself. It’s a vehicle that gives you access to opportunities that simply did not exist before, while simultaneously elevating your company profile. It’s the single most cost-effective way to increase your market and get true feedback. Anyone can do it, but only a few people can do it right.
Social media is a logical extension of what humans have been doing for centuries: Communicating. Although the technology and medium have changed, the same driving need to connect, learn, express, share, and interact has not. Social media allows you to reach a vast array of people, within seconds, at the press of a button.
It’s actually a pretty old concept. People feel comfortable doing business with companies that they feel they know. Social media gives your brand personality and accessibility. You’re not in an ivory corporate office. You’re an entity with goals, concerns, and interests, just like everyone else.
By that token, you earn customer service opportunities and sales opportunities that are simply impossible to discover in any other way. Lead generation, new sales and marketing channels and increased website traffic.
Market intelligence. For your business to thrive you need true feedback. Focus groups are naturally biased because you’ve taken the person outside of where they normally live, think, breath and complain. Successful businesses are talked about. They just are. There’s no controlling that, but with social media you can help shape that conversation.
Website traffic. By engaging your community on different topics, you increase the amount of things that search engines will find you for. Great content and just being interesting allows people to come to you for different reasons. New demographics discover you as you discover them. More potential customers and a broader reach for your company.