Found this article on Mashable about a social media marketing report that claims that social media has little to no effect on how consumers shop online. If you believe the report, you can be an online retailer with the coolest, most engaging, most enticing, most informative Facebook and Twitter accounts in the world, and it won’t amount to a hill of beans.
I say balderdash! (Read my comments on the article here.) I know from personal experience, not to mention plenty of other research I’ve done, that says otherwise. Social media won’t often lead to getting new customers or leads, but it’s one of the most powerful bang-for-the-buck ways to build brand loyalty and provide great customer service. And what business on earth doesn’t want to build brand loyalty and provide great customer service? It’s almost a no-brainer, which is why a report like this just doesn’t pass the smell test.
Retailer: I may find you on Google or through an ad somewhere. But if you want to keep my attention over the long haul: you need to communicate with me! And social media is your best way to make me like you. Tell me a story. Show me what you care about. Get me excited about something new. Engage!
I liked your article, only am hoping what is true of larger businesses can be also applied to a writer such as myself with not much budget to spend on social media pros.
I think social media effort scales in proportion with the business, you don’t need much of a “social media” budget at all. If the business is just you, spend 1 hour a day on social media. If the business is a company with 50 employees, maybe assign a couple of employees several days a week in aggregate to focus on social media. Either way, you are in the game and that’s better than being out of it.