Does Your Business Need To Be On All Social Media Channels?

Does Your Business Need To Be On All Social Media Channels?

We see so many businesses, clients and individuals include links from their website to their social media accounts that are full of outdated, irrelevant or misused content. The brand consistency a business should aim for suffers if their strategy revolves around being seen in as many places as possible but they don’t actually have the time or know-how to ensure their content is consistent and relevant.

In an attempt to raise awareness of a business, it does make sense to be as visible as possible but should that mean a business utilises a website, a Facebook page, an Instagram account and as many other channels as possible to achieve that visibility?

Or should they just be using channels that are right for their business?

Does Your Business Need To Be On All Social Media Channels?

Let’s start by taking a look at the benefits of using social media…

It’s estimated that in 2019, there are approximately 2.7 billion social media users globally, an increase from 2.4 billion at the end of 2017. Social network usage is ever-increasing so there’s an obvious reason why businesses would want to engage with potential customers over social.

Increase Brand Awareness

With almost half of the world’s population using social media platforms, they’re an obvious place to reach new and targeted potential customers. It’s a valid way of targeting people that may have never heard of your brand.

Give Your Brand Personality

It takes potential customers a little time before they trust a brand. They like to see proof that the brand cares about its existing customers and tries to solve their problems. Showing a human side to your business is extremely important. People engage with brands that show emotion, listen to their customers and connect with them.

Build Familiarity

The case may be that a business might not necessarily be at the point where they invest in a website. By being visible on social media and building a following that likes, comments and follows your content, once your business does launch a new site, you already have a level of interest behind you. The content you post on social needs to be regular in order to maintain consistency.

Increase Website Traffic

Linking to your website from your social media channels is simple to do and a must for any business. Equally, linking back to your social channels from your site is important too. Reach new customers by encouraging your audience to share your content and links to your website.

Ask Questions

Don’t be afraid to open yourself up to feedback from your customers. Social media is a great way to help you make business decisions because you’re asking the people that are already interacting with your business. A lot of business owners think in terms of what they think might work, when in essence, it’s more valuable and more logical to ask your customers what they might like. Use polls or ask questions on Facebook and Instagram, get quick answers from people that are interested in your brand.

Scout The Competition

Your competitors are on social media, so there’s nothing wrong with checking in on them every now and then! Gain insights into your competitors and their audience by visiting their social channels.

Does Your Business Need To Be On All Social Media Channels?

Now we’ve covered the benefits, it’s only fair we look at some of the negatives too…

Most of the benefits we’ve touched on can easily be turned into negatives if you’re posting poor or irrelevant content. So coming back to our initial question, do you need to be on all social media channels?

In short, no. And here’s why…

Any business can create a Pinterest account, a Facebook page, an Instagram account, a Twitter account because they’ve heard about the number of users each platform engages or they feel they should be on the same channels as their competitor. Is that right for you and your business though?

If you know that you’re going to have time to post content and maintain 5 or 6 social media accounts, then more power to you! However, if you’re running a relatively new business, the chances are that initial time you spent creating accounts and posting a welcome message has now evaporated and you’re left with a Twitter page that hasn’t been updated for 6 months. Remember how important a first impression can be to a potential customer, if they notice that you haven’t posted in a while or have failed to answer a question from an existing customer, it’s going to impact negatively on any new audience member.

It’s sometimes better not to utilise a social channel at all than have one with no content on it.

If you’ve created a social page for the sake of it, or felt you had to because everyone else is doing it, eventually you will portray that feeling to your audience. Struggling to create and maintain content will catch up with you and become noticeable to your followers.

Posting a “Monday Blues” and a “Thank God It’s Friday” message every week isn’t going to improve your brand and it won’t win you new business. If you don’t have the time or the expertise to stay active on social channels, then hire someone to do the work for you.

A good agency will meet with you, take the time to understand your business and it’s intended audience and put together a content strategy that appeals to your customers.

Need help with planning and strategy for your business? Get in touch with us today to see how we can assist you!