Although social networks have become a fundamental part of the life of consumers and although they are used for more and more things, there are still those who do not see it so clearly. Although there are studies that show that consumers are increasingly using social networks as a way to get the customer service they expect and even though they are being able to position themselves more and more effectively as a connection point between consumers and brands, even There are those who have not just seen it and who are therefore neglecting what happens in the social environment.
It is not a new data and it is not one, unfortunately, that has not been heard before. Small businesses and entrepreneurs are not always fully aware of what is happening in social networks and, above all, of the brutal importance they have as an element to establish a connection with consumers. They think that social networks are optional or, something equally serious, that virtually anything can be done in them. Hence, on many occasions they leave social networks in the hands of under-experienced workers, who are updated by people who are not trained for it (the classic story of ‘my nephew takes them’) or who have an irregular and ineffective activity .
And this usually happens because these managers are not really aware of the importance of social networks and the real weight they have to give them. This is demonstrated by a study by The Alternative Board (TAB), which points out that for many of those responsible for these small companies, social networks are very secondary. Transferred to numbers the numbers are much more impressive: 59% of respondents, which in turn, as they remember in IncIt is about two in three, responsible for small firms believes that social networks are not essential in your business.
Low presence and little active
This means that on the one hand they are not making the most of social networks as an element to establish business patterns and relationships with potential new clients and, on the other hand, they are not using them to strengthen their corporate image. 18% of respondents have no presence in social networks at all and 67% are in the initial phase. They are newcomers to the world of social networks and therefore are still in the initial phase.
More impressive is seeing the little importance they give to what is happening on social networks. 22% say they check what is being said once or twice a year and 64% do it once or twice a week nothing more.
Likewise, they are not very clear about what it is and what is not effective, or at least they are not able to see beyond the surface. 38% vote on LinkedIn as the most effective social network, beating Facebook or Twitter, because they see it as a business tool and are not able to see the business potential of other social networks.
A strategy error
These numbers are, look at how they look, a clear sign of a strategy error and a symptom that entrepreneurs and SMEs have not yet fully understood the rules of the business game in the Internet era. Social networks are not a curiosity, they are not simply something else, but they are becoming the cornerstone of digital marketing strategy.
Companies have to study what their potential customers and consumers are doing, what are the best social networks to connect with them and start being present in those environments. It is not enough to put it aside and it is useless to think that they will cover that with other things. Nor should we bear in mind that this is a thing ‘of the big brands’. Social networks are valid for everyone and are effective for all types of companies. The key is to be able to see and understand it.