Why Social Media Matters for Business

Remember the old stereotype of bloggers sitting in basements wearing pajamas and digitally ranting unqualified opinions no one heard? The adoption of full-scale content marketing and the gearing of business websites toward market interfaces and search engine optimization seems to put the lie to that stereotype. Blogs are vital to web content marketing and success.

Now, another stereotype lingers: social media-istas are hip millennials or an even younger set who loll around mindlessly posting about anything and everything, such as their lattes, tacos, clothes, etc. Guess what? You must not be using social media if you still think that. It’s time to get with the program, no matter what your age or business sector.

Get on Twitter or Instagram (or another social media platform of your choice) and run searches for key words in your business. Are you seeing posts from your competitors? Put those search terms in Google. Are you seeing links to social media posts from your competitors?

The Twitter logo is ubiquitous for a reason.

The Twitter logo is ubiquitous for a reason.

Social media provides more visibility and more searchability for your business.

Bear in mind how social media gives you feedback on which Tweets, Pins or other posts garner the most attention. You don’t get that kind of clarity on response rates with other media. Now, why aren’t you using social media for business?

Granted, you want to be selective about which social media platforms you use. A scattershot approach would be difficult to manage. Where are your customers most likely to look online for your product or service? Pick three or four you want to focus on and create accounts for those.

Moreover, post regularly to each and craft unique posts for each of these channels. (Don’t set it and forget it). You could be linking to the same blog or landing page about your product or service, but the intro wording of the post will vary in tenor, tone and length depending on which social media platform you are using in that moment. Have a little fun with it. People respond to lively, friendly wording. But, don’t try to be a comedian in every post.

Your posts should convey that you have an experience to share, an experience the viewer wants to obtain. Images are great for getting eyeballs on your post. For example, if you own a furniture restoration shop, by all means, show off a before and after project with images. If you are in financial services, link to a user-friendly retirement or tax calculator. Position yourself as a useful resource to build engagement and brand loyalty.

For more information on social media and blogging, contact consultant Katharine Fraser.