Four States Small Business Blog

Pros and Cons of Going Social

Posted by Pam Larimore on November 9, 2018 at 8:00 AM

Pros and Cons of Going SocialThink social media is just for teenagers? Think again. Social media usage continues to grow across all demographics. In fact, a staggering 3.1 billion people are active social media users in 2018 - that’s nearly half of the world’s total population! Not only that, but 11 new people start using social media every second, with the average American spending more than two hours per day on social media. Given these statistics, it should not come as a surprise that more companies are prioritizing social media as part of their marketing strategy.

If you’re still on the fence regarding whether social media is necessary for your business, read on for a roundup of five reasons why social media is a modern marketing must-have.

1. Social media boosts brand awareness.

There’s a reason why 90% of organizations use social media to build brand awareness: it works. Forty percent of social media users say they follow their favorite brands on social media. So if your brand isn’t using social media to build your online presence, you’re not only missing the chance to get your brand in front of consumers, but also to nurture their ongoing engagement.

2. Social media drives traffic to websites.

While search engines are the primary driver of web traffic, social media accounted for an impressive 25.6% of all traffic referrals in 2017, with Facebook and Pinterest, in particular, leading the pack. The takeaway is clear: harnessing the power of social media drives qualified traffic to your website.

3. Social media is a powerful lead generation tool.

Sixty-six percent of marketers who spend at least six hours a week on social media have seen more leads, while 90% of all marketers say that social media has increased their exposure.

Perhaps The Content Factory owner Kari DePhillips put it best in saying, “At this point, not having an active social media presence is like pulling out a flip phone at a business meeting and not understanding why Brad keeps getting all the new accounts.”

4. Social media also supports customer service.

Consumers are more demanding than ever when it comes to customer service. At the same time, customer satisfaction has never played a more pivotal role in determining a business’s reputation. Not only do 59% of Americans believe that customer service through social media has made it easier to get questions answered and issues resolved, but 71% of customers who have a positive service experience via social media are likely to recommend that business to others - and to spend 21% more. It makes sense, then, that 73% of top-performing companies report that customer service is one of the “main reasons to engage in social media.”

5. Social media is a simple way to build relationships.

Today’s consumers are also looking for more than just products and services. They’re also looking to connect with the businesses where they spend their dollars. In helping businesses to meaningfully interact with customers where they live - i.e., on their devices - social media creates an invaluable touchpoint.

Still not convinced? When surveyed, customers report that the behaviors they most want from brands are “honest,” “friendly” and “helpful.” Social media is an ideal platform through which to exhibit these behaviors and, in doing so, to cultivate the authentic experiences your consumers crave.

There’s no denying that leveraging the power of social media has tremendous benefits for businesses. And while measuring the ROI on social media can be challenging, more than half of marketers agree that social media has helped them to increase exposure, drive traffic, develop fans, generate leads, grow partnerships and increase sales. Conversely, failing to embrace everything that social media offers means failure to grow across all of these areas - which can leave your business woefully behind the curve. Keep these benefits in mind when deciding whether or not your business needs social media.

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Topics: Social Media, Digital Marketing