Why invest in social media?

Dale Rensing, Porter Consulting Senior Market Analyst

When you use social media for marketing, every screen out there can be your billboard. Yet there are some who still hesitate to fully jump in, continuing to ask “Do we really need social media as part of our marketing strategy?”

Behind that question are several unspoken concerns:

  • Social media takes up so much time. How can I handle it with my limited resources?
  • How do I show the return on investment (ROI)? My finance department is going to ask.
  • Social media feels very exposed. What if a disgruntled customer vents where everyone can see?
  • There are so many different options. I don’t even know where to start.

If you haven’t used social media for marketing yet, it’s understandable that these thoughts might be running through your head. You may not have noticed its rapid evolution from an engagement tool to one that’s being used more and more for promotion. It didn’t take very long for businesses to recognize the opportunities it provides, both in customer reach and customer data acquisition. Taken together, these abilities combine to make social media one very powerful tool for targeted marketing efforts.

Social media can help you sell

These are some of the advantages social media offers:

  1. Social media posts increase web page traffic. A well-placed social media post can bring attention back to your website and increase the number of visitors to your page.
  2. Some social media platforms, like Facebook and Twitter, assist in improving your productivity with their automatic remarketing features. Installing a Facebook or Twitter tracking pixel on your site allows you to continue marketing to visitors even after they have left.
  3. Facebook and Twitter help you reach your customers wherever they may be. If you upload your email list into Facebook or Twitter, you can capture the social accounts of anyone that has their email address attached to it, expanding your ability to reach them on all their devices.
  4. Blogging improves website traffic and keeps users returning. Your followers won’t get bored and leave you if you are consistently providing new and interesting content. As a matter of fact, they’ll recommend you to others, improving your lead generation results.
  5. Syndicating your blog on other sites extends your reach. Similar to placing ads in journals on specific topics, you can target new customers who are already engaged on certain sites. For instance, if you wish to promote your Internet of Things (IoT) solution, what better way than to ensure your blog finds its way up on TechTarget’s IoT Agenda page?
  6. Social media referrals drive new traffic to your door. People freely offer advice and recommendations to their social media friends. Why not take advantage of this?

These are valuable capabilities. But, let’s address some of those unspoken concerns as well.

  • Social media takes up so much time. How can I handle it with my limited resources?

As with anything worthwhile, social media marketing requires an investment in time. It takes a real focused and consistent effort. Perhaps it’s time to reevaluate your current allocation of resources. Can you optimize your resources and improve productivity by focusing them on a couple of social media targets instead of what they are currently doing? Do you need to hire more resources? Can some of the work be outsourced?

  • How do I show the return on investment (ROI)? My finance department is going to ask.

One of the most difficult things with social media is justifying its use in terms that your CFO understands. You can’t just pull out a bunch of numbers like you would when showing them how you cut costs by warehousing your inventory somewhere else. Social media takes time to measure. But, given time, there are many factors that can be measured. Just like the links above show, you’ll find a good deal of statistics are available over time.

  • Social media feels very exposed. What if a disgruntled customer vents where everyone can see?

While social media has a different feel to it, it really isn’t much different than having someone come into your store and complain in front of other customers. If there’s an issue, it needs to be dealt with. When you do so in a diplomatic and just way, you garner the approval of all the others who just witnessed the interaction. The same holds true on social media. It’s just that the number of customers watching tend to be more and so the urgency of your dealing with the situation has increased proportionally.

  • There are so many different options. I don’t even know where to start.

Some social media outlets provide a higher return on investment than others. Its best to start with a few and develop your presence there. From there, you can launch off onto other platforms. Facebook, LinkedIn and Twitter currently offer some of the highest value for B2B organizations.

Porter Consulting can help you get started

At Porter Consulting, we understand your concerns and have many ways to address them. If you are considering an outsourced social media strategy, we have the resources to help you. If you need assistance in convincing your CFO of the ROI, our SocialMediaBuilder Service can provide you with the information you need. If you are trying to figure out where to invest, we can help you do that, too. Take the next step. Check out our SocialMediaBuilderService today.


Dale Rensing has been helping customers envision the benefits of technology, from local area networks to cloud technologies and IoT for over 25 years.  You can find more blogs and content from Dale at www.porterconsulting.net.  Porter Consulting is a marketing services consulting company who can you help you grow revenue.

Leave a Reply

Your email address will not be published. Required fields are marked *