Photo: respres (via Flickr)
More and more businesses are developing an active social media presence.Yet, since many would argue that it’s impossible to measure ROI on most social media campaigns, you might still be wondering about the tangible benefits of all that work.
Basically, what’s the point?
OPEN Forum Director Jason Rudman has asked this question of countless small business owners. In a recent post, he compiles the six real benefits of using social media for business that he hears most often.
From OPEN Forum:
Search results: In a previous article on building exposure through search results, I discussed how using social media can help you improve your ranking in search results. By extending your presence onto other sites, especially those of high “quality”, and building links from those sites back to your own, you can help elevate your ranking in search results and thus increase exposure for your business. But you should be thoughtful in your approach, as how and where you build those links carries different value. To be more efficient, focus on sites and engagement most relevant to your existing and potential customers.
Brand management: As Yelp and other opinion sites gain momentum, you should consider your options for protecting your brand reputation, remembering that advocates as well detractors can comment on your business. By using social media to proactively find and build relationships with customers; you may be able to turn them into fans to help deflect any negative opinions that may arise. As the saying goes, the best defence is a good offence. Also, by building more positive sentiment for your brand through social media, you can help ensure that when someone searches for your company, they’re less likely to find any negative comments or that any they find are far outweighed by positive sentiment.
Relationships: More than a broadcast tool, social media offers a unique opportunity to network online and build your business. Paul Rosenfeld, CEO of Fanminder, has found partners, customers, investors, and employees through social media, including on OPEN Forum’s Connectodex. Donna Johnson, CEO of Indie Business Media, said recently about Twitter, specifically: “I use it to have conversations and share information with my customers and business colleagues. I reach out to them, they reach back to me. We share, connect, learn and talk business. How can that not be a benefit to my business, even if every Tweet does not result in a sale?”
Business Insider Emails & Alerts
Site highlights each day to your inbox.