With the explosion of social media, businesses too have been brought online.
After a prominent tik-tok influencer posted positively about a Maybelline Mascara, it got “sold out” in stores. Such is the reach and impact of social media. About half of the global population uses social media, it is obvious that the businesses will too bear the impact, either positive or negative.
Trends show that 53% of social media users research products online. And, 71% of consumers will recommend a brand to family and friends if they had a positive experience.
Going by the statistics, businesses have a reputation to maintain online. So, in what exact ways does social media impact your business and what can you do about it?
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Social Media Impact: How Brands Can Leverage It
There are various ways brands can make good use of social media.
- Gain Brand Awareness.
- Personalize the Experience.
- Generate Brand Loyalty.
- Promote Word-of-mouth Marketing.
- Build Your Credibility.
- Get Instant Feedback.
- Enable Economical Marketing.
- Ensure Two-way Interaction.
How Businesses Can Leverage Social Media Impact
1. Gain Brand Awareness
An average internet user today has a minimum of eight social media accounts. The most popular social media software ones include Facebook, Twitter, Linked In, Snapchat, and Instagram. The existence of your brand on any of these platforms will increase awareness of your business.
At the same time, a user views an average of 5000 advertisements in a single day. Even if you do not spend on advertisement, regular usage of your social media handles can provide organic reach.
You can use it to interact with your customers, register complaints, and solve queries. Being kind online has its own virtues. It will help your brand become ‘visible’ and reach a larger audience.
2. Personalize the Experience
Consumers appreciate brands that offer their services emphatically and organically. That means, your followers want to feel valued and heard on social media.
One best way to do that is by personalizing customer support messages with funny GIFs while replying on social media. What’s more, you can use their first name to address them even while interacting with them online.
It will create a long-lasting impression in your mind.
3. Generate Brand Loyalty
Regularly posting online and interacting with your followers on your posts helps you
build a relationship with them. It helps establish trust and eventually, they turn into a loyal fan base.
American pop star Taylor Swift has a dedicated Twitter account @TaylorNation where she interacts with her fanbase. Similarly, Nike has a separate Twitter account @TeamNike, which helps users resolve their issues and other queries.
Having a loyal fan base helps you in various ways you can imagine. For starters, they act as an advocate of your brand – referring your product or service to their friends and family.
Thus, you should focus on marketing plans that focus on finding ways to engage with your audiences. You can organize poll times, run contests, and so much more. If you are genuine with your offerings, nothing can stop you from forming a strong brand loyalty.
4. Promote Word-of-mouth Marketing
Word-of-mouth aka organic marketing is something every brand craves. Social media channels provide the privilege of building an online community that will market your brand for you.
For example, holistic nutritionist, Luke Coutinho, started sharing his knowledge and experience over his Facebook page and group. Over time, he has been able to form a community of his loyal fans, simply by sticking to a consistent posting schedule.
Offering discounts, free advice, guides, and e-books are some of the best ways to gain an organic following and start the wheel of word-of-mouth marketing.
5. Build Your Credibility
Today, consumers try to first find a business online and read about it. Not having any social media presence can lower your reach and question your credibility.
When you are engaging online, the consumer knows that you are active and have a following. They can easily check for your interaction with fans and customers, read reviews, and gauge your overall reputation.
6. Get Instant Feedback
When you are launching a new product or service, the first thing you want is audience feedback. Social media can help you get honest feedback within minutes.
You can start conversations with your audience, conduct polls, and ask for suggestions and ideas. Every post, like, dislike, and comment acts as a feedback for your brand.
One good example is Twitter which heard its users and implemented a bookmark feature to its platform. If you closely hear what your audiences are talking about, you can use it to bring the right change in your offerings.
7. Enable Economical Marketing
Traditional marketing methods like T.V. and newspaper advertisements have huge marketing costs. Not only are they out of reach for new and small businesses, but also provide limited interaction.
On the contrary, social media marketing is economical and allows brands to directly interact with their audience. Both small and big companies can use social media alike.
By simply creating an account on your desired social media platform, you can start posting valuable content. The content you post should add value to your target audience, only then you can attract more followers.
Organic reach may take some time, but it brings fruitful results.
8. Ensure Two-way Interaction
Unlike traditional marketing methods, social media allows for two-way communication between the brand and its audience.
Your followers can easily like your posts, leave a comment, and directly message you on your account. This enables you to have a one-on-one conversation and understand their requirements.
You would be surprised to know how consumers are eager to express their views online. They will let you know whether they are enjoying your content or not. You just need to pay attention.
In essence, social media is a great platform to keep your audiences engaged.
Final Thoughts
As seen, social media impact can be largely felt for any kind of business.
Brands can use it to interact with their audience, understand their needs, and gain a loyal fan base. It’s also a great platform to gather feedback about your product or service.
If used wisely, social media can help build your goodwill in the market and help bring organic popularity.
Tell your business story and gain followers today.
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