Should You Use Social Media?

Posted on Dec 18, 2014

Social media can be a very useful tool to promote your business and engage with existing and potential clients.

However, like any marketing tool you should first consider how you would use it and whether it is right for your business.

Use the questions below to help you decide:

1. Will it help you engage existing clients and target potential clients?
There’s no denying that many people like to communicate on social media and you can source new business this way, however, whilst many of your clients will use it, there will still be a number who don’t. For non social media users you should consider how you will ensure that the information you post is also made available to them. And remember that phone, email and text are still great ways to touchbase with your clients (and in some situations more appropriate ways of contacting them).

2. Which social media platform will you use?
Apart from the commonly known ones such as Facebook, Twitter, Linked In and Instagram, there are many lesser known social media platforms with growing numbers of subscribers. Which platform you use will depend on the nature of your business and which ones your existing and potential clients use. Or you may consider using one of the lesser known social media platforms to target a new niche of clients. In addition, you will need to decide how many social media platforms you will use, as you will likely have a number of clients loyal to a range of different platforms in your database.

3. Will you use it?
To be effective your social media platform needs to be updated regularly, otherwise there won’t be enough posts to keep your followers engaged and ensure they share your information with their friends. In fact, if you don’t post regularly you are liable to risk losing followers. However, there are some platforms such as Linked In, which don’t tend to require the same level of posting for people to stay connected with you and are great tools for staying in touch with your business networks as a result.

4. Do you have a strategy? Like anything in your business you need to have a strategy for social media if it is to be effective. This includes working out what you will post, when you will post and how you will respond to messages and comments. It also involves being consistent if you are to gain credibility and maintain important relationships using this medium.

5. Think you should be on it because everyone else is?
To be successful with social media you need to commit to it. If you are finding it a chore and updating it sporadically, then it’s likely just adding more work to your day rather than becoming a useful tool in your business. Remember that as a business owner you need to prioritise your time in the areas which are generating an income. If you are struggling to use this tool effectively then consider removing it from your marketing strategy – it may just not be a fit for your business. There are many successful companies who still don’t use social media and find other ways to engage with clients and source new business.

In short, social media can be a fantastic tool for engaging with clients and generating new business, just make sure you do it for the right reasons, so it works for you.