Advantages Of Social Media Marketing For Your Business

Social media is a powerful tool for your business and it can be used in many different ways. The best part about social media marketing is that it’s easy and inexpensive to get started with—all you need is an account on Facebook, Twitter, or Instagram (or any other platform), some time each day to post updates and interact with people, and a little creativity! There are so many great opportunities available today that weren’t even possible when I started my blog all those years ago.

In this guide, we review the aspects of Advantages Of Social Media Marketing For Your Business, 5 benefits of social media marketing, 7 benefits of social media marketing, and is social media important for marketing.

Advantages Of Social Media Marketing For Your Business

Are you in the business of selling something? If so, you probably realize how important it is to make sure that people are aware of your products or services. One way to do this is by using social media marketing. You may not know much about social media marketing or even how it works. But if you’re looking for a way to get more customers and clients without spending much time or money on traditional advertising methods (like television commercials), then social media marketing may be just what you need! In this article we’ll discuss some of the advantages of using social media marketing as well as some tips on how to get started today!

Social media marketing is a fast-growing and effective way to connect with people and grow your business.

Social media marketing is a fast-growing and effective way to connect with people and grow your business. Social media marketing can help you connect with people who are interested in what you have to offer, which can lead to more sales down the line.

Many of the people you know, pass by, or meet online are potential customers.

Social media is a great way to get to know your customers better. You can learn what they want, how they feel about your product or service, and how you can improve the quality of your business.

This may seem like a problem for some businesses. But for others it’s a great opportunity because…

  • Customers are more likely to buy from someone they know and trust—and people are more likely to trust other people than companies or brands. If you build relationships with potential customers on social media, it will be much easier for them to trust you when they need help from your business.
  • Social media gives people a way to communicate with each other easily and quickly without having any physical contact (like when making an appointment). This means that there are many more opportunities for businesses such as yours!

It’s much easier to market yourself to people when you already have a relationship with them.

When you are reaching out to someone for the first time, it can be a bit of a mystery. You don’t know who they are or what they like. But if you’ve already built up a relationship with them online, it’s much easier to market yourself because you already have a good idea of what they want and need!

It’s also easier because social media gives you many different ways that you can engage with your audience — which means that people who were previously uninterested in your product may now become interested in it!

When you’re spending time/money on social media tools and services as well as paying for ads/marketing, you get more results for your money.

  • Social media marketing is a great way to reach your ideal customers.
  • You can get more results for your money, so you won’t have to spend as much time and energy on social media activities. For example, Instagram ads are cheaper than Facebook ads.
  • It’s easier to track the results of your efforts when you’re using social media tools and services because you can see how many people saw each post or ad, what kind of engagement they had (e.g., likes, comments), how many people clicked on a link, etc..

You can target and engage with specific people according to their needs and interests.

New customers are most likely to respond to content that is relevant to them, and social media allows you to target your audience in ways that were previously impossible. For example, if you know what kind of car a customer drives, then you can create ads for that type of car. Or if a customer has recently moved into an apartment building and is looking for furniture, then you can target him with ads offering discounts on furniture from your store.

With social media marketing, it’s easy to get this kind of information about your customers’ interests and preferences because they have already provided much of it by filling out their profiles on Facebook or LinkedIn.

In addition to your current customers and clients, you’ll reach any person who has thought about your business or product.

While you will reach your existing customers and clients, social media is also a great way to reach new people who have considered purchasing from you in the past but hadn’t yet made a purchase. It’s possible to reach people who have never heard of your business before, or who are fans of your competitors. Social media marketing allows you to speak directly with these potential customers about why they should choose your company over anyone else’s, which can help increase sales by making sure all the right information gets in front of them at the right time.

You can capture leads from influencers (bloggers, product review websites, etc.) who have a huge number of readers who may be interested in what they’re promoting.

Influencers are people who have large followings on social media, such as bloggers and product review websites. They often have thousands or millions of fans interested in what they’re promoting. If you can contact them and offer them something to promote your products or services, you’ll be able to reach a large number of potential customers quickly! You can also approach these influencers to build relationships with them so they’ll help you promote your business when the time comes.

Social media helps businesses grow because it generates lots of inbound traffic that directly impacts sales/conversions within your store or website.

Social media marketing is an excellent way to get more visitors to your website. It’s free advertising, and it can be used as a powerful tool for building brand awareness and generating sales, as well as increasing conversions.

When you’re using social media in a marketing strategy, you want to make sure that your posts are engaging enough that people will share them with their friends (and their friends’ friends). This will help increase the amount of traffic coming directly from social networks like Facebook or Twitter into your store or website.

You can start building a great social media following in no time at all by using these tips and tricks

To start, you’re going to want at least a few social media platforms. The most popular choices are Facebook, Twitter and Instagram—but don’t feel like these are your only options! Many potential clients will be on LinkedIn, Snapchat or even Reddit. Consider where your target audience is hanging out online and make sure you’re there too.

Once you’ve picked out some social media sites, it’s time to get started! The first step is actually setting up the accounts themselves. If this sounds complicated or time-consuming, don’t worry: there are tools out there designed specifically for helping businesses manage their multiple accounts in one place (without having to pay for each separately). You can use apps like Hootsuite (for scheduling posts) or Buffer (for scheduling posts) if you’re looking for an all-in-one solution; Sprout Social if managing multiple profiles with different teams is more important than having an integrated calendar/scheduling tool; BuzzSumo if identifying influencers within specific niches is crucial; etcetera.

5 benefits of social media marketing

Human beings need connection; we crave it. Maslow’s hierarchy places our psychological needs of belongingness and love slap-bang in the middle of the pyramid. To deprive a human of these needs holds back their development and self-actualisation. 

Perhaps, this need for connection is why modern humans are so addicted to social media. There are 4.70 billion people around the world who use social media, spending an average of 2.5 hours a day on their chosen sites. 

 

What is Social Media? 

Social media is a term used to describe websites and applications that facilitate the creation and sharing of content by users. The content that is shared on social media is made up of text, photos, videos, etc., and is distributed in real-time across either a private community of friends and family curated by the user or in a public capacity, open-to-all users. 

In terms of modern social networking sites, as we have come to know them today, Friendster was the first of its kind. The US site launched in 2002, allowing users to discover and connect with friends online; it had over one hundred million registered users. However, grumblings of social media had occurred as early as the (late) 1970s, when bulletin boards systems (BBS) allowed users to log on and connect via personal computers. 

Social Media & Brands 

Initially, social media was a place for communication; update your family on life events, keep in touch or reunite with old friends or even meet new ones and join online communities. The personal nature of social media made its original form individualistic; users curated their profiles with information about their lives, locations, jobs, likes, and dislikes. 

As social media gained in popularity, its purpose began to warp and shift. Brands started to pay attention to social media and its potential to change the marketing landscape. Dipping their toes in social media, brands created profiles that consumers could “friend” with the hopes of fostering deeper relationships with their customers. MySpace even surveyed their users in 2008, discovering that 14% of respondents believed brands appeared more friendly and creative on social media.

McDonald’s were early adopters of social media, and their “Big Mac Chant” campaign from 2008 shows why. The campaign celebrated the 40th anniversary of their popular product by asking customers to remix a well-known jingle used in Big Mac advertising. The competition generated 1 million page views in 3 weeks via MySpace banner ads on user homepages and the MySpace music page. 

Data continued to be poured into and stored on social platforms; then social media site creators, like Mark Zuckerberg, realised they had the potential to make a lot of money. In 2006, Facebook took its first leap into the digital advertising space with a partnership with JP Morgan, which included banner display ads served to platform users. 

Following on from the success of this partnership, in 2006, Microsoft purchased a 1.6% share in Facebook for $240 million under the condition that they become the sole provider of their banner ads and sponsored links. Then, in 2007, Facebook Ads was born, and with it, social media marketing as we know it today began to take shape. 

What is Social Media Marketing?

Social media marketing is the practice of using social media to find and connect with your audience, build your brand, and drive revenue. To succeed at social media marketing, brands must create authentic content tailored to their audience’s needs and interests, track the engagement rates of that content using analytics, and use this data to improve continuously. 

In its formative days, brands used social media marketing to drive users towards a company’s website in the hopes of selling a product or service. Today, however, social media profiles are seen as an extension of a brand’s website; content should be designed for and published directly to a social media platform to increase the likelihood of user engagement and please social media algorithms. 

Branded content on social media can exist in two forms: 

1. Organic content 

To make the most of organic content, brands need to use the free tools and resources available on their chosen platforms to create: a brand profile page including a profile picture, cover image, description, business hours and links to your website, etc.; company updates in the form of text, photos, videos or GiFs; a branded group or community page; live-video content; and more.

The reach that organic content receives is down to social media algorithms which sort posts in users’ feeds based on relevancy and time of publishing. Algorithms decide how likely it is that a user wants to see your content; categories, previous interactions with your brand, and # tags used, all factor into what organic content makes it onto a user’s feed. 

So for example, if someone interacts with an Instagram post about baking, then chances are that user will be served more baking related posts again, as the algorithm assumes this person is interested in baking. 

2. Paid content

Paid social media can help to amplify your organic content or generate leads for your company via down-the-funnel advertising campaigns. Many social media marketers have experienced the impact of algorithms on their reach; despite tens of thousands of followers, organic posting can often appear to fall flat of expectation. Paid social advertising, or ‘sponsored’ content as it is identified in a user’s feed, can help to bolster your reach and deliver your content to a broader audience. 

You will have more control over what audience your content is shown to as the social platforms will allow you to target specific audiences based on demographics, location, interests and more. 

Brands who successfully master social media marketing implement a strategy that incorporates both organic and paid content; ensuring that they undergo research, planning, and optimisation at every stage. 

Benefits of Social Media Marketing 

1. Increase trustworthiness and brand recognition

The internet can be a dangerous place; the exploding world of ecommerce has made it a veritable playground for hackers, scammers, and cyber-crime. There are three main categories of these crimes: Buying Scams, Identity Theft, and Monetary Fraud. According to data collected by the European Commission, 56% of those surveyed experienced at least one of these types of fraud/scams in the last two years. 

As consumers become better versed in dealing with threats of privacy and security online, they look for demarcations of trustworthiness before proceeding with transactions with a new or previously unknown business. 

During the consideration stage of the buyer’s journey, 54% of social browsers check company social media pages. Research shows that having a social media presence that is active, organic, and presents a consistent view of your branding can improve levels of customer trust. 

You can increase the trustworthiness of your social media presence by: 

2. Increase levels of customer service and satisfaction

One advantage of social media for brands is that it provides a direct line to your audience; opening up the ability for customers to interact with brands in real-time. For brands, this can be both a positive and a negative. 

Brands who take advantage of the real-time feedback provided by social media, listen to their followers and react accordingly. Consumers can comment with praise or criticism of your brand, how quickly and appropriately you respond can impact your brand reputation. Brands that do not take advantage of this line of communication appear uncaring and cause consumers to become frustrated, losing brand loyalty. 

There are two main areas of social media where you can improve your customer service and satisfaction: 

Public comments are a great way to openly communicate with your audience and show customers that you’re an approachable, trustworthy, and entertaining brand. The best social media marketers use their brand’s personality to speak to users; ask them questions, get excited about upcoming events or holidays, and use slang and emojis to humanise their brand. 

      3. Be consistent with responses to FAQs       4. Be friendly and professional

Let’s add one more rule to this list: Don’t be afraid to have fun! Some of the brands who are killing social media today aren’t afraid to be creative, innovative, and even sarcastic! Your loyal customers will appreciate a chuckle or an expert troll take-down. 

Irish airline Ryanair, aren’t just known for their budget flights, but also for their savage and sassy brand personality on their social channels. Their strategy revolves around being unapologetic and often times, unhinged, when replying to customer complains. A risky strategy, but one that definitely works for the brand. 

Most forms of social media have instant messaging functionality, known commonly as Direct Messaging (DMs). Platform users can send DMs to brands 24 hours a day, and for many, sending a quick DM is much more convenient than calling an expensive hotline and waiting on hold. 

To deal with this surge in customer preference, many companies have deployed dedicated social customer service teams. However, with such high demand, manual, human handling of requests is just not fast enough. Studies show that 72% of users who contact a brand on Twitter expect a response within an hour, but the average response time is actually 6.5 hours.

Using chatbots on social media is a great way to automate this process and offer social support to your customers, quickly and efficiently. Chatbots are A.I. (artificial intelligence) that use machine learning and natural language processing, meaning that they are continually learning and improving based on interactions with your customers. There are more than 300,000 chatbots in operation on Facebook Messenger alone. 67% of global consumers had an interaction with a chatbot over the last 12 months.

3. Foster online community and tell authentic stories

Representation is a big part of why social media has taken over the world; it gives a voice to so many types of people that we rarely hear from or see in traditional media and connects diverse people with others like them. Virtual communities for many, are places where they feel seen and heard; less alone than in their day-to-day life. 

Brands that know the importance of online communities and the people within them, strive to tell authentic stories by highlighting the core issues and values that are important to the brand and their consumers. Speak to the heart of your target audience on social media and you will be rewarded with higher engagement and loyalty. Google calls this type of community building practice “Identity loyalty”; consumers who resonate deeply with the powerful and authentic stories told by a brand, freely participate in promotional activities such as telling their friends and family. 

Tips for community building and authentic storytelling: 

Take beauty brand Glossier, who have managed to build a strong, cohesive social media community of young, diverse people that value self-love, self-confidence, and self-care. In their campaign, “Feeling like”, Glossier told the story of 6 real people from various walks of life via a video series produced and deployed across their social media channels (Facebook, Instagram, Youtube, etc.). Speaking about what is important to them, the stories highlight issues like community, acceptance, family, religion, and LGBTQIA+ visibility, whilst subtly connecting their makeup products to the core of each person’s life. Playing on the slang term, “Feeling myself”, which is often used by their target demographic, Glossier builds a feeling of togetherness, safety, and community with their video story-telling on social media. 

7 benefits of social media marketing

Human beings need connection; we crave it. Maslow’s hierarchy places our psychological needs of belongingness and love slap-bang in the middle of the pyramid. To deprive a human of these needs holds back their development and self-actualisation. 

Perhaps, this need for connection is why modern humans are so addicted to social media. There are 4.70 billion people around the world who use social media, spending an average of 2.5 hours a day on their chosen sites. 

 

What is Social Media? 

Social media is a term used to describe websites and applications that facilitate the creation and sharing of content by users. The content that is shared on social media is made up of text, photos, videos, etc., and is distributed in real-time across either a private community of friends and family curated by the user or in a public capacity, open-to-all users. 

In terms of modern social networking sites, as we have come to know them today, Friendster was the first of its kind. The US site launched in 2002, allowing users to discover and connect with friends online; it had over one hundred million registered users. However, grumblings of social media had occurred as early as the (late) 1970s, when bulletin boards systems (BBS) allowed users to log on and connect via personal computers. 

Social Media & Brands 

Initially, social media was a place for communication; update your family on life events, keep in touch or reunite with old friends or even meet new ones and join online communities. The personal nature of social media made its original form individualistic; users curated their profiles with information about their lives, locations, jobs, likes, and dislikes. 

As social media gained in popularity, its purpose began to warp and shift. Brands started to pay attention to social media and its potential to change the marketing landscape. Dipping their toes in social media, brands created profiles that consumers could “friend” with the hopes of fostering deeper relationships with their customers. MySpace even surveyed their users in 2008, discovering that 14% of respondents believed brands appeared more friendly and creative on social media.

McDonald’s were early adopters of social media, and their “Big Mac Chant” campaign from 2008 shows why. The campaign celebrated the 40th anniversary of their popular product by asking customers to remix a well-known jingle used in Big Mac advertising. The competition generated 1 million page views in 3 weeks via MySpace banner ads on user homepages and the MySpace music page. 

Data continued to be poured into and stored on social platforms; then social media site creators, like Mark Zuckerberg, realised they had the potential to make a lot of money. In 2006, Facebook took its first leap into the digital advertising space with a partnership with JP Morgan, which included banner display ads served to platform users. 

Following on from the success of this partnership, in 2006, Microsoft purchased a 1.6% share in Facebook for $240 million under the condition that they become the sole provider of their banner ads and sponsored links. Then, in 2007, Facebook Ads was born, and with it, social media marketing as we know it today began to take shape. 

What is Social Media Marketing?

Social media marketing is the practice of using social media to find and connect with your audience, build your brand, and drive revenue. To succeed at social media marketing, brands must create authentic content tailored to their audience’s needs and interests, track the engagement rates of that content using analytics, and use this data to improve continuously. 

In its formative days, brands used social media marketing to drive users towards a company’s website in the hopes of selling a product or service. Today, however, social media profiles are seen as an extension of a brand’s website; content should be designed for and published directly to a social media platform to increase the likelihood of user engagement and please social media algorithms. 

Branded content on social media can exist in two forms: 

1. Organic content 

To make the most of organic content, brands need to use the free tools and resources available on their chosen platforms to create: a brand profile page including a profile picture, cover image, description, business hours and links to your website, etc.; company updates in the form of text, photos, videos or GiFs; a branded group or community page; live-video content; and more.

The reach that organic content receives is down to social media algorithms which sort posts in users’ feeds based on relevancy and time of publishing. Algorithms decide how likely it is that a user wants to see your content; categories, previous interactions with your brand, and # tags used, all factor into what organic content makes it onto a user’s feed. 

So for example, if someone interacts with an Instagram post about baking, then chances are that user will be served more baking related posts again, as the algorithm assumes this person is interested in baking. 

2. Paid content

Paid social media can help to amplify your organic content or generate leads for your company via down-the-funnel advertising campaigns. Many social media marketers have experienced the impact of algorithms on their reach; despite tens of thousands of followers, organic posting can often appear to fall flat of expectation. Paid social advertising, or ‘sponsored’ content as it is identified in a user’s feed, can help to bolster your reach and deliver your content to a broader audience. 

You will have more control over what audience your content is shown to as the social platforms will allow you to target specific audiences based on demographics, location, interests and more. 

Brands who successfully master social media marketing implement a strategy that incorporates both organic and paid content; ensuring that they undergo research, planning, and optimisation at every stage. 

Benefits of Social Media Marketing 

1. Increase trustworthiness and brand recognition

The internet can be a dangerous place; the exploding world of ecommerce has made it a veritable playground for hackers, scammers, and cyber-crime. There are three main categories of these crimes: Buying Scams, Identity Theft, and Monetary Fraud. According to data collected by the European Commission, 56% of those surveyed experienced at least one of these types of fraud/scams in the last two years. 

As consumers become better versed in dealing with threats of privacy and security online, they look for demarcations of trustworthiness before proceeding with transactions with a new or previously unknown business. 

During the consideration stage of the buyer’s journey, 54% of social browsers check company social media pages. Research shows that having a social media presence that is active, organic, and presents a consistent view of your branding can improve levels of customer trust. 

You can increase the trustworthiness of your social media presence by: 

2. Increase levels of customer service and satisfaction

One advantage of social media for brands is that it provides a direct line to your audience; opening up the ability for customers to interact with brands in real-time. For brands, this can be both a positive and a negative. 

Brands who take advantage of the real-time feedback provided by social media, listen to their followers and react accordingly. Consumers can comment with praise or criticism of your brand, how quickly and appropriately you respond can impact your brand reputation. Brands that do not take advantage of this line of communication appear uncaring and cause consumers to become frustrated, losing brand loyalty. 

There are two main areas of social media where you can improve your customer service and satisfaction: 

Public comments are a great way to openly communicate with your audience and show customers that you’re an approachable, trustworthy, and entertaining brand. The best social media marketers use their brand’s personality to speak to users; ask them questions, get excited about upcoming events or holidays, and use slang and emojis to humanise their brand. 

      3. Be consistent with responses to FAQs       4. Be friendly and professional

Let’s add one more rule to this list: Don’t be afraid to have fun! Some of the brands who are killing social media today aren’t afraid to be creative, innovative, and even sarcastic! Your loyal customers will appreciate a chuckle or an expert troll take-down. 

Irish airline Ryanair, aren’t just known for their budget flights, but also for their savage and sassy brand personality on their social channels. Their strategy revolves around being unapologetic and often times, unhinged, when replying to customer complains. A risky strategy, but one that definitely works for the brand. 

Most forms of social media have instant messaging functionality, known commonly as Direct Messaging (DMs). Platform users can send DMs to brands 24 hours a day, and for many, sending a quick DM is much more convenient than calling an expensive hotline and waiting on hold. 

To deal with this surge in customer preference, many companies have deployed dedicated social customer service teams. However, with such high demand, manual, human handling of requests is just not fast enough. Studies show that 72% of users who contact a brand on Twitter expect a response within an hour, but the average response time is actually 6.5 hours.

Using chatbots on social media is a great way to automate this process and offer social support to your customers, quickly and efficiently. Chatbots are A.I. (artificial intelligence) that use machine learning and natural language processing, meaning that they are continually learning and improving based on interactions with your customers. There are more than 300,000 chatbots in operation on Facebook Messenger alone. 67% of global consumers had an interaction with a chatbot over the last 12 months.

3. Foster online community and tell authentic stories

Representation is a big part of why social media has taken over the world; it gives a voice to so many types of people that we rarely hear from or see in traditional media and connects diverse people with others like them. Virtual communities for many, are places where they feel seen and heard; less alone than in their day-to-day life. 

Brands that know the importance of online communities and the people within them, strive to tell authentic stories by highlighting the core issues and values that are important to the brand and their consumers. Speak to the heart of your target audience on social media and you will be rewarded with higher engagement and loyalty. Google calls this type of community building practice “Identity loyalty”; consumers who resonate deeply with the powerful and authentic stories told by a brand, freely participate in promotional activities such as telling their friends and family. 

Tips for community building and authentic storytelling: 

Take beauty brand Glossier, who have managed to build a strong, cohesive social media community of young, diverse people that value self-love, self-confidence, and self-care. In their campaign, “Feeling like”, Glossier told the story of 6 real people from various walks of life via a video series produced and deployed across their social media channels (Facebook, Instagram, Youtube, etc.). Speaking about what is important to them, the stories highlight issues like community, acceptance, family, religion, and LGBTQIA+ visibility, whilst subtly connecting their makeup products to the core of each person’s life. Playing on the slang term, “Feeling myself”, which is often used by their target demographic, Glossier builds a feeling of togetherness, safety, and community with their video story-telling on social media. 

is social media important for marketing

2021 cemented a lot of changes in our professional lives. Zoom became our default meeting room, and webinars are regular events. But the most impactful change was how social media became the go-to window to learn, find new career opportunities, and grow our brands. It just goes to show the importance of social media marketing.

This led many marketing professionals to refocus on their social media marketing strategy.

Social media allows marketers to connect and engage potential customers where they are at: LinkedIn, Twitter, Youtube, Facebook, Instagram, and even some of the younger platforms like TikTok. With a strong social media strategy and the ability to create engaging content, marketers can engage their audience.

Social media will continue to be an important strategy in 2022, and companies can always find ways to advance their approach.

Why Is Social Media Important for Your Business? 12 Reasons.

Even though B2B companies seek to sell products to other businesses, B2B marketing is still built on human relationships. Social media has long been used to help grow these relationships, but its importance accelerated last year.

Without in-person events, B2B marketers needed an outlet to connect with prospects and partners. And they found they could do this most effectively via social platforms.

By using social media, B2B leaders:

1. Build Brand Awareness

Across different platforms, companies can tell their story, why they provide the services they offer, and keep audiences updated with customer and employee stories.

If B2B leaders are able to leverage the voice of their employees, they can extend their brand reach even further. Every employee has a personal network, and each network has potentially hundreds of contacts. In turn, each of those contacts is connected to hundreds of other people. When your employees are in deep sync with their networks, they can achieve a lot, not just on social, but in real life too (e.g., create flyers, send direct mail, network at events, etc).

2. Generate Leads

Create meaningful conversations and engagement within their target industry by posting videos, news, data, and interesting trends. Not only do you build credibility with potential customers, but these strategies can result in gaining leads.

3. Nurture Leads

Social selling enables sales professionals to build relationships with leads. By leveraging their thought leadership pieces, social proofing and other content, they can help potential customers solve problems. In turn, this allows your sales team to build trust and credibility.

4. Implement Social Listening

Listen to customers and what people are saying about their company. This gives you a chance to get candid feedback about how others view your brand. It opens a window into improving the weaker areas of your business while reinforcing aspects that already resonate with people.

5. Connect Social Posts to Opportunities

With the right enterprise solution, leaders can drive customer posts to their CRM to understand customers more fully.*

6. Measure Marketing Efforts

Social media platforms and management tools enable you to track key performance metrics (KPIs). You can even assign a monetary value to organic social media engagement. Earned media value (EMV) offers an idea of how much organic social engagement and reach would have cost if you paid in ads.

7. Build Brand Authenticity

Engaging on social media gives brands the opportunity to build trust with potential customers, partners and talent/employees. This is especially true if other people are promoting your brand or products/services to other people. People are almost three times as likely to trust advice or recommendations from family and friends than official brand channels.

8. Drive Thought Leadership

Social media is a great way to learn about the problems and interests of people. In turn, being on social gives brands an opportunity to drive thought leadership by solving problems. Create how-to guides, webinars and other content to help people and, in response, people could trust your brand as their source for guidance.

9. Grow Your Audience

In 2021, 4.48 billion people were using social media. Not only does social give you a window into the largest addressable market online, but it shows you what actual people talk about or like. Once you learn how to solve this market’s problems with thought leadership content, you can build an audience that believes in your brand and products and services.

10. Build a Community

With planning and engagement, you can build an active community around your brand on social. You can leverage employees and customers alike to generate immediate Likes and Shares for your content so that it reaches new audiences.

11. Generate Unique Content at Scale

Social media communities can also be an excellent source of original and thoughtful content. User-generated content (UGC) and employee-generated content (EGC) can speak to brands in authentic ways, but they keep your content publishing pipeline flush with lots of fresh options.

12. Stay Top of Mind With Key People

Spreading thought leadership through social media is a go-to method of meriting the attention of decision-makers and other top stakeholders. Leverage webinars, ebooks, one-pagers, podcasts and other content types to solve problems for other people.

If you want to connect and engage with your future customers, you have to be where they are. And that’s largely on social media.

13 Stats Showing Why Social Media Marketing Is Important

It’s clear that social platforms are great tools for showcasing employee stories, the brand’s vision and values, and creating an emotional connection with audiences (yes, B2B companies should strike the emotional cord just like B2C companies do).

Amid the pandemic, social media became even more important for B2B marketers. In a 2020 LinkedIn survey of 1,200 marketers, three out of four of those in B2B experienced budget cuts, forcing them to put more focus on tactical elements of marketing and short-term investments that clearly pay off.

“Having fewer resources and levers forces you to think differently, and our focus has been on providing value to our customers,” responded in the survey, Simon Morris Senior Director Digital Media Marketing at Adobe EMEA. “We’ve done a lot more to digitally network with them.”

Networking digitally allows teams to connect in new ways, spread company news through word-of-mouth online, and broadcast virtual events.

Why is Social Media Important for Employee Advocacy?

One way companies can think differently about their social media strategy is by developing an employee advocacy program.

Employee advocacy is the promotion of a company by the people who work for it. When employees are proud to be working for a company, they’ll want to let the world know. And when they do so, their voices go further and gain more trust than traditional branding.

Study after study shows that word-of mouth marketing is effective. When employees share their experiences, their social connections are more likely to see their content, leave a comment, and trust the post more.

A study from Fleishman Hillard even found that consumers trust a company’s employees three times more than the company leaders.

Employees should be encouraged to share original posts that promote the company in order to boost organic reach, build brand credibility, and attract better-qualified leads.

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