NEWS FOCUS
Get social A
recent survey conducted by research firm Clutch found that nearly half of small businesses do not actively use social media, and 25 per cent claim that they are
unlikely to use social media in the future. Many companies that are active on social media, however, are seemingly finding value, with roughly one third planning to increase their social media resources in 2015. Clutch’s survey further investigated small businesses’ range of investment in social media strategies this year. Of those with active social profiles, 38 per cent plan to increase employee time dedicated to social media in 2015, 30 per cent plan to increase spend on social advertising, and 12 per cent plan to increase spend on an outside agency or consultant. Mike Rosa, director of marketing at online marketing agency 180Fusion, believes it is vital for businesses to have an online presence: “If
small businesses want to compete, they have to be participating in social media. More and more, people are becoming a little bit wary of traditional advertising. They’re much more likely to take referrals and reviews from people that they know and trust, which can be found on social media.”
The appeal of social media lies in its humanisation element; social media is a place where brands can act like people do, and this is important because people like doing business with other people; not with companies. Mike explains why businesses may choose
not to invest in social media: “The thing about social media is that it doesn’t usually get the final event that generates a sale or conversion. It usually is the top of the funnel event that warms people up, to introduce them to your business. Then, as we follow up with them through email, through remarketing, and through other channels, it ends up being those other channels that get the last point
Many brands are underestimating the positive effect an online presence could have on their reach and consequently on their revenue, dismissing it as a fad or a buzzword, but it’s official: social media is here to stay. Katie Shevlin looks at how getting social could benefit your business
of attribution, and end up getting credited with revenue when it really was social media that got the ball rolling. I think those that are not engaging at this point in social media, or not planning to, are missing out on a very fundamental shift in the way consumers buy things.”
Engaging with social media is also a way for a business to become a part of a specific community that their customers can participate in. The engagement and relationships made through social media can create reliable customers that make for long-term brand advocates. Not only do social media channels offer the potential for increased brand recognition and improved brand loyalty, they also present a fantastic opportunity to learn about your audience and target that audience more effectively, at a fraction of the cost. When utilised effectively, social media can be a powerful tool for business. n
Franchisor News | 13
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52