I often get asked whether social media provides any tangible business benefits. Sure, if your company sells products aimed at teenagers and younger people the benefits are more obvious, but for many businesses social media is regarded as the modern version of ‘The Emperor’s New Clothes’.

Certainly, many companies view Instagram, Facebook, Twitter and Google+ as ‘low influence’ channels within their marketing strategy. Research also reveals that around 50% of decision makers don’t use social media at all. But it’s important to remember that most under-40s do use social media and in a few years many of them will become the decision makers, if they aren’t already. Today, if a business doesn’t have a website it doesn’t create the best first impression, especially if customers/clients are trying to find out information or make contact. Likewise, companies who don’t use social media can be perceived as dated, out-of-touch and, at the very least, not very social.

Strong brand awareness is vital for most businesses. Clearly, there is not much point having a company full of talented people and amazing products and services if nobody else knows about it. Social media is an inexpensive and immediate way to spread the word. For businesses with a healthy marketing budget, it is worth employing a social media agency to set up and run a Twitter profile, a Facebook page, an Instagram account, YouTube videos and other relevant social media accounts, as well as writing regular blogs to keep your website fresh and up-to-date. At the very least, this will boost your SEO (Search Engine Optimisation) and help your business appear and stay on the first page of a Google search.

Many small companies try to run their own Twitter, Facebook and Instagram accounts but be aware that this takes dedication and time. Social media by its very nature is social and immediate. Even if you don’t have the budget to employ an agency, make sure you either devote enough time to it yourself or use the services of a freelance consultant.

Of course, you may decide that social media isn’t necessary for your business right now. But keep an eye on your competitors and remember, email was the new kid on the block once upon a time…

Here are links to articles which outline the pros and cons of social media in more detail:

International Business Hub – Top 10 benefits of social media

The Independent – Is Social Media Important for Big Brands? (The answer may surprise you).

The Telegraph – Do I need social media to promote my business? Although this is a sponsored blog it offers sensible advice as to whether you need to promote your business via social media.