Marketing and PR guide: The real value of social media

Nearly two billion people use social media and evidence shows that engagement can convert to sales.

Charles Cox TLMGBy Charles Cox, CEO of TLMG.

The key is to prioritise your activity; select the platform most conducive to your needs and weigh up what it is you are trying to achieve, whether it be building your brand awareness, establishing yourself as a market expert, opening up communication between you and your consumers or making your company more accessible.

Social media opened up a new and easy way to learn about your audience. With statistics at your disposal, this information can be used to target your market and expand it. Building relationships is arguably the backbone of any business and creating dialogue with your target market can help manage your online reputation and get your content out there faster.

It doesn’t need to be costly. A small budget can allow you to test audience response and new areas you might want to target. Ask if you and your staff have the time and knowledge to spend on social media or would it be more cost effective to outsource?

There was a time when having a website was enough to get noticed online, but this is no longer the case. Social media can actually help increase your search engine ranking and traffic to your website. But don’t expect results overnight.

This marketing activity is about exposure and may not initially generate business for your company. However, keep in mind that social media is becoming more of a necessity in business and with a clearly defined identity and a solid marketing strategy, it is a great way of boosting your business both economically and online. The bottom line is social media will continue to grow and cement itself firmly into the future as the new ‘normal’. Use it to spread the word, engage in conversations, educate your audience and promote your services, products or company.