Is social media worth a business’s time? Heck, yes!
A recent USA Today Small Business Column that ran in The News-Press Business Section titled “Is social media really worth the time?” (March 19, 2017) presents the argument that small businesses gain little to no real ROI from investing time and money into a comprehensive social media marketing strategy.[Our response to this article was recently picked up by The News-Press. See the full article HERE]
Spiro & Associates Marketing, Advertising, Public Relations & Brand Architecture in Fort Myers would like to dispel some of these myths with the following analysis.
Small Businesses Benefit
We believe social media actually benefits small businesses more than it does large corporations. There is financial gain for any size company that is willing to open the lines of communication with customers and market to them in a personal, caring way that makes them feel valued. Social media provides small businesses a unique opportunity to level the playing field in carving out their piece of the marketplace.
When you spend money on social media, you’re not actually investing in a platform—you’re investing in a culture and in consumers who can ultimately become lifelong ambassadors of your brand. For ages, people who fear change and progress cling to the past at their own peril.
Doubters From the Ages
“The wireless music box has no imaginable
commercial value. Who would pay for a message
sent to nobody in particular?”
—an investor in response to David Sarnoff’s
push for radio in 1920
“While theoretically and technically television may
be feasible, commercially and financially it is an
—Lee De Forest, radio pioneer discussing the invent of television in 1926
“Visionaries see a future of telecommuting
workers, interactive libraries and multimedia
classrooms. They speak of electronic town
meetings and virtual communities. Commerce
and business will shift from offices and malls to
networks and modems. And the freedom of digital
networks will make government more democratic.
I say that is baloney.”
—Cliff Stoll, author, astronomer, professor discussing the rise of the Internet in 1995
Change is Here
Change is no longer coming. It’s already here. But because social media marketing is such a new phenomenon, many businesses believe having their administrative staff do a couple of random Facebook posts or tweets per week constitutes a social media marketing strategy.
It does not.
Social media allows businesses (especially small businesses) to provide genuine value to their customers and potential customers. Some businesses who are used to the old way of advertising (i.e., ramming their uncreative sales pitch down customers’ throats) may look at social media with disdain. Managers, marketers, CEOs and CMOs who think they can use social networking sites to spread their message the same way they use traditional media platforms like print, radio, television or outdoor, and expect similar results are in for a major surprise.
Get Serious About Social Media
Businesses that are not at least actively planning to get serious about social media do so at their own risk and put the future of their company at serious risk. Progress waits for no one and the market takes no prisoners. The businesses that do “get it,” however, see real opportunity to connect with their followers, to build a tribe around their brand. The massive cultural shift in how our society connects and communicates with one another has forced businesses to get serious about rethinking their whole approach to how they connect with their audience.
2016 was a stellar year for social media marketing. Ad spends on platforms like Facebook, Instagram and Snapchat continues to skyrocket, and that is expected to increase exponentially in years to come.
All in all, how businesses cultivate their relationship to their audience is going to be the No. 1 factor in who thrives and who dies in this new economy. As Spiro & Associates continues to develop our social media department, our goal will be to educate businesses and show them that when you invest real equity in a comprehensive social media strategy aimed at providing genuine value to your audiences, incredible things begin to happen.
Humans are a tribal species, and that applies to our business relationships the same way it applies to our political parties, sports teams, etc., by investing in cultivating your brand and cultivating that brand’s relationship with its audience. Essentially, you’re investing in building a tribe that will remain fiercely loyal to your brand through thick and thin.
Why Spiro & Associates?
Spiro & Associates has been in the marketing, advertising, public relations and brand architecture industry for more than 25 years. The Agency understands that while strategic social media marketing is still a new frontier for marketers, its benefits for businesses of all sizes cannot be overlooked. By dedicating the appropriate resources and time to understanding the ins and outs of the ever-changing social network landscape, Spiro & Associates is quickly positioning itself as a trailblazer in the ad world with regards to social media marketing. By incorporating informative, entertaining visual graphics and video content, as well as applying retargeting and user-data gathering campaigns, Spiro & Associates expects clients to continue to see substantial long-term brand equity from their social media advertising campaigns.