To date, social media has ceased being the shiny new object, which had everyone chasing after it. Upon inception to date, many brands realized the need to integrate social media into their marketing and communications. And most did. What’s holding back the few who haven’t?
Andy Barr, owner of 10Yetis social media and PR agency says, “I have run out of fingers and toes on which to count the times a bright-eyed marketing manager within a big organisation has brought us in to pitch only to then hear the words “our CEO does not ‘do’ social” and this ignorance shows no sign of slowing.”
Usually, the reasons to support their stance are, reputational risk, return on investment (ROI) and a lack of experience. This is without looking at the flip side of the coin: reasons why they should do social.
Here are the reasons why you need be confident when advising your CEO to do social:
- Distributing content
- Building a reputation
- Customer service and support
- Building brand loyal ambassadors
- Search Engine Optimization
- Driving Traffic
Peter Friedman, CEO, Liveworld says, ‘Social media is a tool that allows individuals to improve their lives by interacting with groups—both with people and with brands—facilitated by online platforms that erase typical boundaries of time and space.’ Knowing this, let’s explore these reasons further, shall we?
Distributing Content
Have you ever had something to say, with no one to say it to? Well not anymore. Social media has convened an audience for you. All you need to do is show up and deliver your message. The catch 22 makes it useful. To create a sense of anticipation when you come back with another message.
If you do it right, some would have brought friends. Before you know it, your will be on your way to forming a tribe.
What content do I use to get this reaction? Well, it could be the amazing research you just conducted and you would like the world to know of your amazing findings. Alternatively, perhaps you have rebranded but word has not gotten out: post it. Tweet it. Pin It. It will be heard.
Social media is a great avenue for which companies can distribute whatever content they have. One thing is for sure: an audience is waiting.
Building a Reputation
How is your reputation thus far? Remember the ad campaign, ‘Image is nothing. Thirst is everything.’ Well, forget it. In pursuit of building a reputation, this tagline will land you in trouble.
Social media, teeming with a ready audience, will help you build your company’s reputation. How you ask? It is all about the type of reputation you would like to build. Suppose you would like the world to perceive you as Trustworthy – Insurance and Banking industry: then you need to relay messages that will hold you to that standard.
Sharing accurate messages: not hiding anything from the world will go a long way in making you trustworthy. Where else to share this information? On social media.
Customer Service and Support
Welcome to the 21st-century customer service. The mantra ‘the customer is always right’ has been adopted by companies aiming to toe the line for impeccable customer support. They engrave it in their day-to-day work.
Serve a customer right and he will keep coming back. Through social media, companies can respond to customer queries, concerns in real-time making sure that they are satisfied with the dealings of the company.
In January 2016, Kenya Power & Lighting Company was in a tight spot. Due to some electric fault at their Juja substation, Nairobi, Kisumu, and Kajiado were left in total darkness. Despite their error: through their twitter handle they were able to respond to distraught residents by assuring them, their best team was the problem. Moreover, the power came back, true to their word.
It is such commitment to be there with answers even when you do not have them yet, that makes for great customer support.
Building Brand Loyal Ambassadors
The state always appoints people of repute to go to foreign land and sell our interests. Companies can do the same. By identifying people who are loyal to the brand, companies through social media, can ‘appoint’ them to sell their interests among groups.
If you are wondering why you need to be on social media, I hope this helps. Let me know what you think. Until then, take the plunge. This is what you will find out: social media is what you have been missing. Moreover, brand ambassadors are waiting for you to ‘appoint’ them for duty.
Whatever the size of your business, you cannot afford not to be on social media. If you are wondering what metrics, you will use to show value for money, check out my next post. Meanwhile, set up those accounts and best of luck.
SEO
Who doesn’t want to be found online? Better yet, who doesn’t want to appear on the very first page upon a search enquiry? SEO is the best way to capture relevant traffic from search engines, but the requirements for success are always changing.
As such, being active on social media could act as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy. That means if you want to rank for a given set of keywords, having a strong social media presence could be almost mandatory.
Driving Traffic
According to Mark Zuckerberg, founder of the popular social hub, approximately one in every seven people on the planet uses the site to connect with friends and family. Every website owner wants to increase their traffic; Social networks top the list of site referrals. Not to mention that they triumph in time spent on site, as well.
With each post that is shared or interacted with on Facebook, there is potential to drive traffic to your website. Whether you’re offering free information or selling goods through eCommerce, the results could be incredible.
According to Smartinsights 80% of global users own and use smartphones to search the internet. The world is going mobile and your brand is missing out big with each passing day! Take it from us, socialize your brand you won’t regret it.
Thanks for reading and sharing.
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