44 . Glasgow Business December 2015
LOG ON AND PROFIT FROM SOCIAL MEDIA
Developing a strong online presence among customers can help fi rms to grow I
t is easy to understand why many businesses approach social media with a degree of trepidation.
Yes, the benefi ts can be huge,
in terms of reaching new customers and strengthening a fi rm’s brand loyalty, but the reputational cost of bungled complaints and other online gaff es can be equally serious. So, is it really worth the risk and, if so, how can businesses ensure they get the most out of social media while avoiding the pitfalls? Tala Byrne, a Social Media
Strategist with MadeBrave®, is clear on the fi rst point. “Everyone is on social media these days, even the older demographic, which wasn't the case fi ve years ago. Because there are so many businesses on social media now, it seems strange
if someone isn't, and potential customers might question why.” “In terms of footfall, it's
becoming a bigger channel all the time. It's also a lot more cost eff ective than lots of other types of marketing, because as much as you need to have a budget, it still costs a lot less than traditional marketing channels.” For businesses starting out, the
choice of social media platforms can be daunting. However, it’s not necessarily a
good idea to try and cover them all, or even head for the most popular, according to Neil Winston of Indigo Social Media. “Choosing where to focus your
at ention depends on what your message is – we've got certain clients on platforms that wouldn’t be appropriate for others,” he says.
“For example, we have B2B clients who do very well on LinkedIn, but don't even have a presence on Facebook. If you’re an interior designer, get yourself on Pinterest and Instagram, but if you're a dentist that's probably not a great idea.” Byrne agrees: “A lot of businesses
targeting an older demographic will write off Facebook, not realising the average age of a user is actually over 40. Likewise, people will incorrectly assume social media is a poor way to reach senior decision makers. “T e point is that the online
space is full of surprises, so actually do the research into your target audience and what platforms they're using.” Winston advises that while simply having a presence on an
appropriate platform is a good start, businesses must off er something of value to at ract followers and build their brand. “Your social media business
page can't just be sell sell sell,” he cautions. “Whether it’s through fun content, interesting articles about your industry or competitions, it’s about engaging with people rather than giving them the hard sell. Also, once you start being active in social media, you need to commit. Nothing looks worse than a Twit er account or Facebook page that hasn’t been updated in months.” Based on personal interaction
between individuals (and, of course, businesses) social media platforms give organisations an unprecedented opportunity to learn more about their customers.
Do you or someone you know suffer from ZLS?
Zero Like Syndrome affects thousands of businesses every year, with sufferers experiencing low engagement rates, repetitive refresh injuries and ROI deficiency - but there is a solution.
Call our helpline on 0141 551 0011 and fight back against ZLS now.
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