With US President, Donald Trump making headlines most days for his Twitter antics, it makes sense for businesses to be on the pulse and utilise their audience outreach, given the traction it can have. But just how active and personable should your social media be, and just how much value can it really add?
There was a time when social media was considered by some as a passing fad. Something that “the kids” were using that businesses could never really benefit from. Over time, the sceptics were proved wrong. There are over 3 billion internet users—and over 2 billion of them have active social media accounts.
There was also a time when people used to be able to keep their professional and personal lives separate more easily, but today these two areas of life are increasingly melding into one, in part because of social media. So, before merging both professional and personal social media accounts, the pros and cons need to be weighed. Social media platforms such as Facebook and Twitter are ideal places to engage with your target audience.
Such popular social platforms have become marketing giants, offering businesses invaluable data about their customers and a (mostly) free way to reach them. So it would appear the jury has spoken: social media for business is no longer optional.
But, just how much personality do you need when it comes to your social world? We think it’s important to embrace social media just as you would your customers in a face-to-face environment. So, if you’re the full of jokes kind or the ever-professional kind, your social world should be an extension of you. Your customers wouldn’t expect any less.
But be aware there are a few reasons why small businesses fail at social media marketing. So before you decide to embark on a social world tour, be sure that you don’t fall under the spell of these four common errors:
No dedicated staff to be ‘the voice’
If you don’t have a dedicated member of staff with a consistent tone of voice who will be able to respond to customer queries or post efficiently, it won’t work. Followers won’t respond to an important post if you’re only posting “every once in a while” or come across different in each post.
No budget
The idea that social media is a free way to interact with current and potential customers is a lingering myth. The audience is there now, it’s valuable, so it is monetized. Small businesses must decide what they’re spending and commit to a campaign just like any other media.
No home
Having a Facebook, Instagram or Twitter page is like renting out a stall at a market. You can sell products from it but see far less revenue than with your own shop front. Having your own digital space (a.k.a. website) will take you to the next level of trust with the customer and can be a destination point for generating leads from social platforms.
No content
Sales messages don’t make for good content. Yes, it’s a great platform to advertise but true content engages, answers questions and entertains. It’s too common a mistake that small businesses make and ultimately their target audience ignores them.
We want to know what you think. How do you utilise your business social accounts? Share and tell us @kinexuk to join the discussion.