“Should we be on social media?” is a question we’re often asked by clients who are considering dipping their toes into a new channel. “Is it worth it?” they wonder.
Like most questions in life, our answer is “yes, but…”.
Content marketing—and through it, social media—is a fundamental brand-building activity. Every bit as important as a well-coached sales team, adherence to your logo and brand visual style, and maintenance of your guiding principles and messaging.
If you consider yourselves thought leaders in your industry, your content on social media should show your engagement with contemporary discussions in your market/field, as well as a contribution of your own ideas. If your high-touch customer service is your differentiator, your engagement with clients and their communities on social media will build trust amongst potential clients.
Beyond that we strongly believe engaging with social media can help you develop a greater appreciation for the markets you work in, the businesses you compete with, and of course the clients you work for.
Even if you accept its importance, you may be surprised to learn how much time and energy it requires. It can be hard to imagine a tool we use in our free time for sending memes, teasing family, or sharing that weird new thing our pet did could be an important channel for business. But statistics continue to show that it is.
According to survey data from GWI, 21.2% of respondents since 2009 mainly use social media as a source when actively looking for information about brands, products, or services. It is the fourth most common place online users go.