"A large social-media presence is important because it’s one of the last ways to conduct cost-effective marketing. Everything else involves buying eyeballs and ears. Social media enables a small business to earn eyeballs and ears."
- Guy Kawasaki, Chief Evangelist, Canva
Yes, you read that correctly. If you own or run a business, social media is mandatory. You may or may not have noticed, but technology is making life more convenient at an exponentially increasing rate. I mean, we now have functional artificial intelligence to aid us in life and work daily. Social media is one such convenience for your business even though you may be thinking it is anything but convenient. Allow me to briefly explain.
As of June 2023, a Demand Sage article informs us that 4.9 billion of the 8 billion people from this planet use social media. That means 1 in 3 people use social media. According to the United States Census Bureau, the U.S. has a population of roughly 334 million people and over 300 million of them are social media users. The numbers don’t lie - social media has the attention of most of the population and it will only continue to grow. As a business owner, is it not your obligation to make sure that your product or service is visible where most of the attention is?
Social media offers an incredible benefit that should not be overlooked: it's FREE. Yes, most platforms do offer paid advertising as an option but it’s free to play. You can create your business profile, share posts, connect with people and generate significant exposure for your business without spending a dime. The 'free' aspect of social media is a golden opportunity for your business because it allows it to compete on the same playing field as the big corporations without an astronomical marketing budget.
But you need to keep in mind that nothing in this world is truly guaranteed, and this includes the 'free' aspect of social media. With the ever-evolving digital landscape and growing importance of social media, it probably won’t be free forever. As of right now, Twitter and Instagram charge a fee for a verification checkmark. Let that serve as your sign - it is imperative for you to leverage this powerful, cost-effective tool today, before they require a fee to play (haha that rhymed). Don’t take this as me trying to instill fear, rather it's a call to take advantage of an invaluable opportunity that's currently at the tips of your fingers.
Social media offers you, the business owner, an extraordinary opportunity to provide real value to your audience in a direct and personalized form. I’ve said it before, sharing useful, relevant content—be it tips, industry insights, product tutorials, or behind-the-scenes peeks—you can demonstrate your expertise and also your commitment to serving your customers. This fosters trust, an invaluable currency in the digital marketplace. When your followers see that you're not just interested in selling, but also in educating, informing, or entertaining them, they are much more likely to develop a sense of loyalty and trust in your brand.
Plus, by maintaining a consistent presence and delivering fresh content on social media, your business stays top-of-mind. So when your followers are ready to make a purchase or need services that you offer, they're more likely to think of your brand first because you've successfully engaged them and built a strong relationship over time. In essence, social media is not about immediate sales—it's a long-term strategy for building solid relationships based on trust and value, ultimately positioning your brand for sustained success.
The mandate of social media for businesses in today's digital world is undeniable. Its power to attract attention, coupled with the current free nature of the platforms, presents a truly unique opportunity that businesses simply cannot afford to ignore. It’s more than just a way to broadcast messages - social media allows you to connect with your audience in a deeper, more meaningful way, thereby establishing trust and loyalty. By providing real value through your social media interactions, your business remains top-of-mind for your followers, setting the stage for sustained success. Yes, the landscape of technology and social media continues to evolve, but one thing remains certain: where attention goes, opportunity follows. By embracing social media now, you are making a proactive decision to position your business where most of the attention resides. It's not just a good idea—it's mandatory for any business that aims to thrive in our increasingly connected world.
The Director of Sales at Raise Your Media, a digital marketing and advertising agency dedicated to helping small businesses achieve profitable growth through innovative sales and marketing strategies. With over 20 years of experience in customer relations, Marcus is passionate about building lasting relationships and helping businesses exceed their goals. His customer-oriented approach and commitment to delivering results have helped many business owners find the path to optimizing their sales processes.