92% of marketers say that social media is important to their business. But that’s marketers, right? Those who sit in a large, dedicated marketing department, with products that naturally align with social. If this is your line of thinking, you’re in good company. 68% of small businesses don’t invest in social media– for these brands, social doesn’t seem like a necessity. Whether down to their size or due to the types of products or services they sell, they’re wrong. And we have the stats to prove it…
Your audience IS out there
There are over two billion people on Facebook. It eclipses its nearest social competitor (YouTube, with 1.9 billion) by some 300 million users. Yet social is about so much more than Facebook. From LinkedIn to Google Plus, Twitter onto Reddit, Instagram and Vimeo, the list of social networks gets bigger by the day. And the audiences to be found on each are as diverse as the networks they use.
Social hands you brand exposure and authority
A well developed, engaged social strategy doesn’t just boost your reach and make a growing number of people aware of you and what you do – it demonstrates that you are an active, responsive company with real people behind the scenes.
Social proof: “Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behaviour”.
Securing a share or retweet also brings in something called ‘social proof’ – where fellow consumers observe the actions of others and form their own opinion around it – such as 70% of consumers who rely on online reviews before making a purchase.The positive words of others serve to galvanise your brand image and industry authority.
Social can drive traffic directly to your site (or they could make a purchase directly on social)
Social today drives 26% of all referral traffic to your website. So you could be missing out on a quarter of your potential business if you’re not actively working your social channels. What’s more, 75% of customers say that they use social as part of their buying process, so it makes sense to feature your products directly on your social presence where possible (such as with an integrated Facebook shop).
Social shines a light on your audience
Engaging one-on-one with your audience will tell you a lot about them – the barriers they have to sale, their interests, the content they most interact with. Complementing this knowledge is the cold, hard, data that can be found in social analytics.
Tools such as Facebook’s audience insights can show you when your audience are most active, how old they are, their gender and location.
Social goes hand-in-hand with SEO
You know how important ranking well with the likes of Google is (and if you don’t, you should read this blog). Today social profiles show up in search results, Google Plus presents posts from connections where relevant, and Tweets feature in results when people search for brands. In turn, it’s thought that social directly impacts the position of your website on search (although the exact impact won’t ever be known, as Google closely guards its ranking formula). One thing’s for sure however – in the future, this integration between search engines and social will only ever get stronger.
Ready to talk about what social media could do for your business in 2018 (whatever your business size or industry?) Call the team on 01953 852939 or send us a message via our contact page, and we’ll be right back in touch.