Social Media is No Longer an Option
Social media has grown from simply a marketing channel to a ubiquitous part of our daily lives. Seemingly mundane events such as lunch, your morning coffee, where you get your oil changed, etc., have all turned into social sharing opportunities for the average connected millennial. The millennial is hardly a group of iPhone touting college students anymore. The average millennial ranges about 18—35 years old. Many of them not only use social, but they rely on the social proof that it provides in order to inform their purchasing decisions. Social, as it turns out, is largely a megaphone. It will amplify your businesses products and services either good or bad. Because of this, it is no longer an option for any business, of any size, to continue to sit on the sidelines.
Let me ask you a question. Are you in your store right now? Are there customers there? 3 out of 5 of them will use social media in your store to determine if they will make a purchase while they’re in your shop, and this trend is only continuing to accelerate. Are you a part of that conversation? Or is your competitor having the conversation for you?
While the implications of social are serious, either good or bad, there is good news overall. Social isn’t that hard. Really, all it takes to have an effective social presence is a few things:
- Go where your customers are. Figure out where the majority of your customers spend their time online and be the most active there. If you’re a B2B company this might be LinkedIn. If you demographic skews on the older side, this might be Facebook. If it’s a consumer product and your target market is early 20 somethings, think Instagram. The important thing is to make it as simple as possible to connect with your business.
- Be consistent. Have a consistent voice. Post on a consistent basis. Answer questions and reviews consistently. This sort of commitment builds legitimacy and forges real one-on-one connections with your consumers, empowering them to spread the word and continuing to build your legitimacy and trustworthiness.
- Be active. The truth of the matter is that all the “hacks” in the world doesn’t replace a true understanding of your knowledge in the platform. Knowing the ins and outs, the inside jokes, the way that features are utilized, being present, and just making good, entertaining content is really all it takes to be successful. This means you need to be an active user on said platform, or hire someone who is.
Despite what the huge agencies will tell you, as a small business the biggest and best way you can win is simply to show up constantly. You need to either own social, or have a trusted team member do it. Silence is a tactic acceptance of whatever the market is saying about your business. Your voice deserves to be heard, your business’ story deserves to be known. Take charge today and own the power of social now.