15 years ago, if your company didn’t have a website, you were seemingly doomed to fail. Now that websites are a marketing standard, social media has become the next do-or-die initiative.
Today, many companies expand their presence onto social media because they feel they have to, but not necessarily because they need to.
THIS RAISES THE QUESTION, “DOES MY COMPANY ACTUALLY NEED SOCIAL MEDIA?” THE SHORT ANSWER IS, “IT DEPENDS.”
If you’re thinking about starting social media for your company, or if your company is already on social media, here are a few questions to ask yourself:
#1: ARE MY COMPANY’S CUSTOMERS ON SOCIAL MEDIA?
Depending on your industry, your customers may not be using social media at all. However, if you find that they are active on social media, the right platform makes all of the difference. For example, if you’re a strictly business-to-business operation, Instagram may not get you very far. And, if you’re marketing to stay-at-home parents, LinkedIn probably won’t yield the results you’re hoping for.
#2: DO I HAVE THE TIME TO USE SOCIAL MEDIA EFFECTIVELY?
If you’ve already created social pages, simply letting them exist isn’t enough to turn them into valuable sales and communications channels. Taking the time to develop and post content regularly (photos, videos, blogs, announcements, and more) on the page can help to create the right conversations and engage audiences.
#3: DOES MY COMPANY VIEW SOCIAL MEDIA AS A SALES PLATFORM?
While social media does a tremendous job at influencing sales, it is not, in and of itself, a sales platform. Social media is what’s known as a “nudge” strategy, meaning that in a sales application, social media’s job is to “nudge” interested audiences toward a sales funnel on your website or ecommerce platform.