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What social media marketing can (and can’t) do for you

Limits of Social Media

Social media is one of those marketing channels that a lot of business owners jump into not really sure of what they’re doing. That’s because social media marketing is free and extremely easy to get started with. One reason these efforts often fail is that business owners haven’t taken the time to sit down and think about what they actually want to accomplish with social media marketing. Without clear goals, they don’t know how to direct their efforts and get results.

Social media marketing can be an extremely powerful tool but there’s a lot of misunderstanding about what social media can and can’t do. Here’s a look at a few things you can accomplish with social media marketing and a few things you can’t.

Make connections

The key word in social media marketing is social. It’s about building relationships and making connections with people. Not all of these connections need to be with customers. In fact, it’s always a good idea to use social media to make connections with other important people in your industry. Even your competition can be a valuable connection on social media. Connecting with these people and organizations lets you see how others in your industry are using social media and benefiting from it.

What social media can’t do is be a substitute for actual face-to-face communication. It’s still important to get out and form business relationships in person, but social media can’t be a great help in strengthening these relationships.

Alert you to problems

Word spreads quickly on social media. This can be very good for business when what’s being spread is positive. But social media can just as easily work against you when what’s being said is negative. A major advantage to using social media is that you can become aware of potential problems before they become too big to handle. By closely monitoring social media you can discover any complaints against your company and work to correct them before the negativity spreads.

Social media doesn’t let you control the conversation. Ultimately, people can say whatever they want about your company and put it out there for everyone to see. However, social media does allow you to be a participant in the resulting conversation and gives you the opportunity to make things right.

Drive awareness

Social media marketing can play a big part in increasing your sales. It’s important though not to give up prematurely simply because your social media marketing campaign isn’t driving sales through the roof. Success with social media marketing takes time. Furthermore, success with social media marketing can go unnoticed as it can be difficult to track which customers were influenced by your social media efforts. While social media can directly result in more sales, it’s more likely that social media will increase awareness in your brand which will lead indirectly to more sales.


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Source: business2community.com/social-media/social-media-marketing-can-business-0962382#!btuJx4