Over 3 billion people around the world use social media to stay informed, follow the news of their friends or promote their brand. Also digital specialists keep repeating that it is absolutely essential to have an active presence on Facebook, Twitter, LinkedIn, Instagram, etc.
But if this premise can hold true for big brands, what about the vast majority of companies that are not part of the small circle of multinationals?
If you are an SME boss, simply ask yourself the following question: what is the real number of new customers acquired through your Facebook page or Twitter account?
If you are honest with yourself, you will find that in many cases, prospects and customers come sometimes from organic research, sometimes from recommendation, sometimes from your brand name, your entourage, etc.
Many brands, for example, are not on Facebook. Some famous brands, such as Apple, have only a minimal presence. There are various reasons for this.
Aside from Tumblr., The social media pages do not really allow you to obtain a graphic charter in harmony with that of another brand. Facebook blue, for example, because it is not editable, can swear with many other colors. On a Facebook page, the star is first Facebook, then the brand that comes second (Facebook welcomes brands).
In addition, the reach of Facebook pages and others is seriously starting to run out of steam.
Finally, you will have no influence on the success of a social network in the long term, since you are not the leader. Think for example of Google+, which has fallen into disuse when half a billion dollars had been invested by the leaders of Mountain View. On a social network, you are not the master on board and all your efforts can be nullified if the latter ends up collapsing.
The fact remains that social networks are great platforms for disseminating information, creating a buzz, promoting, expanding your network, etc. Many brands and people have gone from the shadows to the light thanks to social media campaigns. Justin Bieber has for example become a star thanks to Youtube.
Developing a social media strategy takes time. If you run a digital department with several community managers, you can afford to be present on all social networks.
If you do not have a team specifically dedicated to community management, then you should ask yourself the question whether you absolutely must have a presence on social networks.
If you want to design a social media strategy, then it’s better
- first test the social network that best fits your business model;
- analyze the return on investment of your actions (did you generate turnover and if so how much?);
- then test another social network.
Each social network has its specificities. Before embarking, for example, on building a Facebook page, ask yourself the question of the return on investment of all your future actions. How much time are you going to spend there for what actual turnover directly from your page? If you decide to take this route, apply certain rules carefully so as not to damage your image because of Facebook. Because you would then have the opposite effect of what you expected to achieve.