The Importance of Social Media in Business

In this digital age we live in, where internet-enabled smartphones are the norm, email has become the go-to form of communication, and you don’t even have to leave the house to shop, it’s hard to overestimate the importance of the internet for businesses – and more specifically, social media.

Social media has given businesses all over the world a multitude of ways to tap into new markets, connect with new potential customers and broaden their reach. There are so many social media platforms, each with its own demographic and purpose, which businesses can benefit from. Let’s take a look at the importance of each of the main social media platforms for your business:

Facebook

Facebook is undoubtedly the king of all social platforms. Mark Zuckerberg’s networking behemoth has undergone a transformation in the last few years. Where many Facebook users primarily used the platform to connect and interact with friends, family and colleagues, it’s increasingly being used as a highly effective sales platform, where businesses can find new customers, reinforce their brand, offer responsive customer service and drive traffic to their websites.

Facebook’s unmatched advertising platform is one of the finest on the web. It allows for incredibly precise targeting of certain audiences, and for many businesses, it’s been the difference between success and failure. If you’ve ever wondered exactly what Facebook can do for your business, take a moment to explore Facebook Ads and you’ll soon understand the scope of its efficacy.

Twitter

At first glance, a social network which restricts you to 140 characters per post can seem restrictive – but Twitter is another of the most important platforms that a business can utilise. It was the first network to properly employ the hashtag, which categorises Tweets by a certain keyword. Hashtags are essential for marketing campaigns and branding purposes, and have been adopted by businesses across the globe. It also introduced the world to Trending Topics, which have since been adopted by other networks like Facebook. These allow businesses to tap into relevant events and participate in the wider online conversation.

Twitter is also a great place for you to connect with influencers. Sharing your posts or content with the most influential people in your industry is a great way to broaden your reach and increase engagement – you may even be able to position yourself as a thought leader on this platform.

LinkedIn

The professional network has gone from a job search site to a place where businesses can make valuable connections with others in their industry. From sourcing new employees to forging partnerships with like-minded firms, LinkedIn is a veritable treasure trove for businesses. Businesses can also generate leads on this site, with effective networking and superbly-written content.

Instagram / Pinterest

Visuals are all-important online. 46% of marketers have claimed that photography is critical to their marketing and storytelling strategies, and content with relevant images is said to get 94% more views than content without said images. Both Instagram and Pinterest are built entirely around visuals, and businesses are increasingly leveraging these networks to create stylish, on-brand mood boards and images that emphasise their brand and draw in new audiences. The growth of Instagram Video and the latest addition, Instagram ‘Stories’ also gives brands exciting new ways to add some sparkle to their online presence.

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