This isn’t a list of reasons as to why your business should use social media. It is to ask yourself the most important question before you dive into social media: Why? Many business owners and executives have been reading online about successes using social media as well as attending conferences which they are told, “You need to have a Facebook presence!” “You need to have a Twitter account!” “If you build it. They will come!” Okay that last bit wasn’t true, but unfortunately many businesses fall into this trap of believing the traffic will just come and everything will be happily ever after.
Why?
That is the question I want to address today. There is another question: how? For now I want to focus on the why.
It’s true that as of 2010, 60 percent of the internet users in the 35 to 44 age group use social media (via the Creative Department). That’s a pretty big number! That should be more than enough why, right? Wrong. The competition is extremely fierce, and just because you build a restaurant in a very busy part of town doesn’t mean people will come in droves.
The why question must focus on your business and your customers specifically. You know who your customers are. You know what your customers want. Do they want you to have a social media presence? More importantly, do you have something to offer in your social media presence?
A business without a plan will almost inevitably be obsolete within two years. A business without a social media strategy will not even last that long because it will likely not even get off the ground.
Ask yourself, “Why do I want my business to use social media?” Be very critical to yourself. List pros and cons for being found using social media, but what’s even more important figure out what you can give to your customers. If they’re not going to get anything out of the relationship via social networking then they will likely ignore you.
A great example of a restaurant using social media is Scotty’s Brewhouse which can be found on Facebook and Twitter. Customers get to have personal interactions with the restaurant and no longer feel like customers – they feel like guests. There are many different social media properties for Scotty’s as well, and all properties serve a greater social media strategy purpose. With all their social presences, the owner now gets personal connection with everyone and holds many conversations throughout the day with his customers including direct messages which only builds heightened brand loyalty. He has also been able to cut thousands of dollars from marketing costs and almost solely relies on social media to this day.
So start with the question: Why? Then move on to the how. It will make strategy development and execution much easier for you.
