This is a twist on the title of a LinkedIn post this week that said, “Why No One Cares That Your Business Uses Social Media“. For the types of businesses I coach (small business & entrepreneurs), they always ask, “should they be on social media?”, not “why should they be on social media”.
The article has a very valid point which I would like to laud. Yes, back in 2012 the idea of businesses on social media was still new and novel and you could drive people to your social media channels just by sticking a logo on your website. It is definitely a symptom of information overload now in 2015 that we experience “thrill is gone” syndrome and the “people keep telling me I should be on XYZ media, so I am” blues. In fact, the tide has turned and now marketers, finding their customers have abandoned their websites FOR social media, want to drive traffic BACK THE OTHER WAY, back to their website so they can make sales. There is a great deal of amusement and irony in this, when you think about it.
Most of the networkers I run into fall into one of two categories; the ones that don’t have the desire to engage in social media because they feel they don’t have the time, or, are overwhelmed and don’t know where to start and the other category is the ones that have social media channels but rarely use them, if at all. They haven’t experienced that jaded attitude yet of “no one cares” and I don’t want to start them off with it!
When I get asked this question (and EVERY new website client asks it!), I always tell them, “It is always about what YOU can do for your customers. Find out if they are on social media and offer it, not for your exposure, but as a service to THEM.” Unless you are going to make consistent, persistent use of a social media channel, it seriously is not for you or your business – unless you’re going to pay someone to keep it up for you. Go in with a strategy if you are going to go in at all and give it your all and then and only then will you know for sure if it works for your business. But always remember, it isn’t FOR your business – it’s for your CUSTOMER.