…Incorporating social media into your marketing is becoming more and more important to SMEs. Social media is not a sales tool, per se, but should form part of the collection of channels you use to promote and market your product & services.

Social media is now the number one internet activity, with 72% of users active on social media channels. Social media usage is also growing considerably amongst the older generations with 60% of 50-60 year olds regularly using it. Therefore your target markets are very likely to be using social media.

Social media can bring a host of advantages to your business:

Brand Awareness

Social media channels, such as Instagram and Twitter allows you to build your brand awareness to sectors or markets that may not have been exposed to your business before. You can readily link in with companies and key personnel, comment on news feeds and share content & common interests with other companies and partners at the touch of a button. Its ‘easy access’ networking without having to attend bars and functions and can be done 24/7, with companies around the globe.

Relationship Building

Social media is also a key communication vehicle. This may be in the form of direct communication between two parties, but also for broadcasts to a much wider audience. This can work fantastically well when people have good things to say about a company, product or service, however it can have a hugely negative impact if a company receives negative comment and does not react to it. Big brands typically worry less with direct, personal complaints but react within minutes if a complaint is made via social media and is therefore broadcast to the masses. Big brands now employ specific social media customer relations teams that monitor and react to comments made and issues raised over the various online media channels.

Brands need to be mindful of the use of social media as a complaints tool and should have measures in place to react to any such negativity. reportedly over 70% of tweets and Facebook posts go unanswered and are left viewable to large audiences, which will only serve to add to the negativity raised.

Search Engine Ranking

Google’s new algorithm for their search engines identifies and ranks websites with associated social media channels much higher than those without, as these sites are seen as dynamic, engaging and active. Therefore regular and consistent activity on your social media channels will help to push you up the Google rankings and generate far more interest in your website. Typically website visitor numbers spike each time there is a new blog story or similar activity associated with your website, helping to give you a competitive advantage.

Social Media Advertising

Social media advertisements are a growing form of paid-for, online media. There are over a million SMEs now advertising on Facebook alone. Social media advertising allows you to be specific in relation to desired demographics, behaviours - online and offline, social activities & backgrounds, along with multiple other criteria options. Businesses can therefore be very targeted in their search and also in their advertising message and delivery of that message, which is a far cry from the scattergun approach that many forms of media offer.

Social media does need to be embraced and incorporated into and SME’s marketing mix. However, with so many media channels it does need to be considered, select and managed, otherwise you could spend days aimlessly floating around in the social media bubble, without actually getting anything productive done.