Social media is Different for Every Business

Social Media is Different for Every Business
Writing by Brick Marketing in Social Media

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When it comes to social media there is no one size fits all kind of strategy for business. Social media has become a complex space in the last few years and there is plenty going on within it. The right way to use social media for business depends on lots of factors including the size of the business, the nature of the business, the target audience, and whether the business is in the B2B or B2C sector. Many business owners and even social media “experts” don’t understand this. They think that you need to use every possible social media tactic and tool that’s available, but that can sometimes just lead to confusion and distraction. Not every possible function of social media is applicable to every business’s needs.

For example, some businesses find success in using social media to hold contests and encourage check-ins by fans and followers. This might be a great way to raise awareness and encourage social participation and engagement for a B2C business or a local, brick and mortar establishment, but does it make sense for a B2B in the professional services industry? Not at all. Just because other businesses are doing it and finding success, it doesn’t mean that you need to follow in their footsteps.

Some businesses make the mistake of jumping into social media without a strategy and just try to figure it all out as they go along. This often leads to making poor decisions that can end up causing brand confusion. While some businesses may thrive by using social media to promote coupons and deals, if others started doing that it wouldn’t quite make sense. Think of it this way. If you have never sent out coupons before, don’t start now in social media just because you think that’s what social media is about it. Maybe that’s what it’s about for the other guys, but not for you.

One of the most important decisions to make regarding social media is who will manage the strategy. This largely depends on the size of the business. For a small, local mom and pop shop it may be the store owner, but for a large corporation there might be more than one person in charge. Social media can be used as a customer service tool and a PR tool in addition to a way to promote and engage with consumers.

While a social media strategy is important in today’s marketing landscape, businesses need to remember that the goal of social media is to get followers to click over to their owned web property, like the website or blog, and then take some kind of action. Social media shouldn’t be viewed as the end point, it’s just one more tool in your arsenal to build visibility and gain website traffic


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