It’s clear that this new mode of communication has taken hold, but what’s in it for you? Why should your business be on social media? Here’s one great reason: because your customers are there. According to a recent study conducted by Edison Research, 56% of Americans now have a profile on a social networking site. And that participation no longer holds the age gap that it once did. The study also revealed that 55% of Americans 45-54 have a profile on a social networking site, the largest growth by age group from 2011 to 2012.
What’s more, most all of these services are free. FREE! Think about it this way; if a popular media source offered to run an ad in front of your customers, you’d be interested. Imagine if they agreed to update that ad with new and relevant information every day as you requested. Bingo! I’m guessing you’d be all over this. In fact, you would probably be willing to pay top dollar for it. So then, why is social media often perceived so differently? It serves the same function of getting an immediate and relevant message to a captive audience, and did I mention that it’s free?
If those facts alone aren’t enough to convince you, I’ll give you one more thought to ponder. By gaining interaction with potential or current customers you are more likely to receive their business in the future. Studies show that 51% of Facebook users and 64% of Twitter users are more likely to buy the brands they ‘follow’ or ‘like’ on those social networks, according to research by Chadwick Martin Bailey and iModerate Research Technologies. And as an added bonus, 60% of Facebook fans and 79% of Twitter followers are more likely to recommend the brands they ‘like’ or ‘follow’.
Finally, don’t think of Facebook, Twitter or any other social media as some absurd megaphone to nowhere. Simply consider it another means to communicate with your customers just as you would if they were standing there with you. After all, you know your customers best. Share stories you think would interest them, inform them of the latest promotions you’re running, or just drop a note to say hello or wish them a happy holiday. As with any customer interaction, the important thing is that you are authentic and the customer can see that you care.
