Why Business Can’t Afford to Ignore Social Media

16th April 2015

Today, social media is about more than just keeping up with friends, and businesses are being given unique opportunities to expand their marketing strategies through the use of these platforms. 

While there are many benefits to incorporating social media into a digital marketing plan, there are two areas that demonstrate that businesses - particularly small to medium sized businesses - cannot afford to ignore the trend: the ability to reach target audiences in a more streamlined manner, and the ability to positively influence the decisions of that audience. 

Reach Target Demographics Effortlessly

Social media has evolved in recent years, from a mere networking platform to a truly versatile resource, for everything from personal communications to worldwide news. Today, we can chat to friends, contact businesses, play games, make purchases, and check the weather all through a single interface, meaning we’re spending more and more time using social media. 

In fact, it’s reported that the average social media user is active on their chosen network for more than 30 minutes every day. Social media marketing is effective because it’s playing to consumer interests, and because businesses can promote themselves in an environment that’s familiar and comforting to the consumer, rather than an environment that the consumer is wary of. 

The Power of Influence 

At a time when the economy is affecting spending habits, consumers are typically being more careful when it comes to parting with hard earned cash. They’re looking for validation that their purchases are justified, and they get this through social media - via friends, via brand posting, or via advertisements. Ultimately, they want to know they’re making the right decision. 

Social media networks are hugely influential platforms. Nearly three quarters of us claim to rely upon social media to make our purchasing decisions for us, while a whopping 81 percent are tempted to buy - or not buy - based upon a friend or follower’s post regarding a product or service. More businesses need to embrace this opportunity to arouse consumer interest. 

Engaging with Consumers 

Regardless of whether you enjoy social media or not, ignoring the trend is a surefire way to alienate a large portion of your audience. The average social media user feels ‘at home’ using these networks, and engaging with consumers on their turf helps them to feel more open to new concepts, and new brands. Consumer engagement is essential to building a loyal customer base, and social media is making it easier than ever before for us to find common ground in B2C scenarios. 

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