Have you ever looked up a business or brand on social media and tried to contact them only to realize they haven’t posted anything in months, or that message you sent is replied to only weeks if not months later? That is because scores of businesses have social media accounts, but no presence.
As a content strategist, it is not uncommon that a company looking to rebrand will say something like, “Oh, we do have a social media page, we just don’t really use it.” followed by the explanation that it was created because they needed to be there. It’s also not uncommon that events planners think a social media account that is only ‘active‘ for two weeks a year to support an annual event will generate sales of epic magnitudes. In short, companies who do not understand digital marketing equate having an account with some followers to having a presence. The two are not the same.
“In 2019, it is estimated that there will be around 2.77 billion social network users around the globe, up from 2.46 billion in 2017.” (Statistica, 2018) Despite these figures, social media platforms are the biggest winners, as the perpetual updates to the algorithms found on these platforms have one purpose, to maximize sales. Yes, sales. So the customers and potential customers are there for free, but the businesses pay to be seen. More and more, consumers look to social media to influence their purchasing decisions and simply being familiar with your brand can boost sales. This is largely in part due to the power of marketers, social media influencers and their roles in providing awareness and reviews.
This does cost, in time, expertise and money, however, social media marketing it is an investment. In many instances, businesses and brands depend on tapping into these billions of potential to be successful.
Yet, many companies are still elusive to the power and presence of where customers and potential customers are and are misinformed that as long as the page sits on the site collecting dust, they have a presence. Except this is not true. To harness the power of digital marketing, to own a page with the businesses name and little to no activity is simply not enough.
Your business page should never go more than a few days without a post, to keep up a presence. Your why shouldn’t be just because.