Does your company need social media? Not always

Huge numbers of businesses use social media for marketing, but is all the time and effort to create and run those accounts really necessary?

Over the last 20 years, social media has evolved into much more than a place to tag friends in embarrassing photos and watch videos of cats. Many businesses, big and small, have turned to social media to advertise their products and services in the hopes of boosting sales and brand recognition.

Although using social media for your business could be highly beneficial, there is no rule that says you must do so. So, does your organisation need a social media presence?

Why it may not work for you

When your daily scroll is full of marketing and adverts, sponsored and boosted posts, it can seem like every business in the world is on Facebook, Instagram, TikTok or X. But they’re not. In fact, a 2021 survey found that six in 10 businesses don’t use social media to market themselves online.

Why? Well, there are many reasons. Not everyone is keen on the idea of using social media for business purposes. Not everyone has the time and resources to manage social media accounts alongside the other day-stealing admin that goes into running a business. And not everyone has the knowledge of how to do it, even if they want to.

Many businesses do perfectly well without, relying on alternatives like word-of-mouth referrals, in-person networking events, collaborations with other organisations, email marketing, or building their profile as a thought leader through blogs and guest speaking slots.

Nor is social media without its potential pitfalls. In the most extreme cases, miscommunication, bad timing, or poorly judged posts can cause issues including reputational damage, so it’s important to thoroughly check your content before uploading.

And while social media offers a platform for positive feedback, it also opens up your business to publicly visible negative feedback. While this is all part and parcel of running a business, negative reviews on social platforms need to be closely monitored and addressed promptly. The best businesspeople learn to turn bad reviews to their advantage.

What you might be missing out on

Despite being time-consuming, maintaining a social media presence does have its benefits. Research from BT found that social media is the top sales generator for one in four UK small businesses. A quarter of said businesses don’t even pay for boosted content, showing just how effective (and cost-effective) it can be.

Many potential customers and clients of your business will be active on social media, and many of them are ready to purchase. According to research by Sprout Social, 68% of consumers follow businesses on social media to learn about their products and services. If they come across your competitor rather than you, they’re not necessarily going to know your business exists.

Although social media can be a competitive channel, having a strong online presence can effectively set you apart from the rest, giving you the opportunity to showcase your brand and its offering with a combination of text, imagery and video. It’s a simple and effective way to increase your brand's visibility, establish your audience and secure more sales. 

You can also pay for targeted advertisements or promoted posts, which can be directed to specific demographics to reach your target audience. Social media is also a great way to connect with users directly. It offers a streamlined communication channel for potential customers which allows them to ask questions and provide feedback, fostering brand loyalty and trust.

So, what’s the right answer?

Can a business function today without a social media presence? The answer is yes, of course. We can certainly understand why you would be reluctant, and it’s by no means a necessity. However, functioning and thriving are two very different things.

The truth is that using social media for business takes a lot of work. It requires time, relevant knowledge and resources. Many people swear by it, while others are doing just fine without it but could be missing out on untapped demand.

If you are still unsure, it’s best to assess the benefits and drawbacks in light of your long-term business goals and take it from there. Also remember, you don’t have to be on every platform – the key is to be where your target audience are.

If you really want to make a go of it, there are free tools you can use to aid with social media marketing, such as Canva, CapCut, Hashtagify and Buffer. Or you could consider the services of an experienced, professional content agency like Chatty Duck. Just saying.

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