I still have mixed feelings about social media, both as a consumer and as a marketer. It has carved its place into our lives in the last 15-20 years with no signs of becoming obsolete, and this means that we should at least face some truths about it from a business perspective.
I'm not a social media person and I hate posting.
My business doesn't really depend on it.
It takes up so much time and it doesn't drive sales.
Every single client I have ever worked with has said one or a combination of these things to me. These are some of the pain points I have observed with businesses who have an aversion to social media, but know in their gut that they need to partake in it.
Let me put it straight - social media is pretty low on the ranks for immediate conversion. It's more of a brand building nurturer than a super hot in-the-bag closer like Harvey Specter. I'm very quick to shut down expectations that social media alone generates sales. It simply doesn't. It offers three main things, and these three factors working simultaneously is what makes it effective.
1. Information - satiating the hunger for knowledge.
Why is this important?
Educating your audience is a basic marketing strategy. Useful information is valuable which means that engagement is likely to increase if there is such a demand in content.
2. Entertainment - everyone wants to feel something.
What do you do when you discover something that feels good? You want more of it. Social media is addictive. If you consider any content which has ever gone viral it has always triggered an emotion. When someone shares a piece of content and it appears on your newsfeed it usually means they cared enough to do it. Maybe they were also bored, but that too, is an emotional trigger.
Why is this important and how do you use it?
The act of purchasing always comes from an emotional motivation. It fulfils a need, whether it be peace of mind (eg. health insurance), self esteem (think cosmetics), the need to belong (fitness gear).
3. Presence - you know you exist. But does anyone else?
Why is this important?
No one will find you if they don't know about you. Or, if they are looking for someone like you how will they discover you? Another reason why presence is crucial is because it offers credibility. Would you trust a company that didn’t exist online? An example could be a brick and mortar bakery with zero social media, but maybe they have hundreds of glowing Google reviews on Google maps. You can be credible enough if strangers can vouch for you but that too, takes time. You still have to put yourself on the map first.
All of these factors play an important part at each stage of the buyer's journey.
Depending on where the consumer is, you have the opportunity to meet them at any of these points through social media activity. This part is very high up on the sales funnel but it is incredibly important because it's unlikely that they will reach the point of conversion without going through these steps.
Here are generally my responses to those three statements:
I'm not a social media person and I don't post much. You may not post much but you ARE a social media person if you're watching other people. Therefore, someone could be watching you, if you were posting. Even though you are not on social media doesn't mean that your target audience isn't.
My business doesn't really depend on it. Perhaps not on the surface. Perhaps your target audience is not social media savvy either - but I can guarantee you that their friends are likely to be, which means they are likely to trust word of mouth recommendations from connections who might have stumbled upon you. It’s a total jungle out there. The bottom line is, if you can't be found then how will anyone know you exist?
It takes up so much time and it doesn't drive sales. Yes you are right. And you are also wrong. Social media is a bit of an investment, and a gamble. But it’s also a free way to put yourself out there so what have you got to lose?