Nov 09
6
How Much Time Should Your Business Devote to Social Media?
Social media can be used to generate more traffic and engagement with your prospects and customers. But how much time should you devote to it, from a business perspective?
That’s an especially important question if your social media efforts are not generating any quantifiable revenue. Particularly when there are many other strategies that will, and already are, producing traffic and sales for you.
Hence, the simple answer to the question above would be to focus MORE on income producing activities than social media.
Of course, revenue aside, one important advantage that social media has is that if your customers are talking about you via Twitter, Facebook and other such channels, then your business is missing out on the party by NOT being involved in such conversations.
In other words, minimally, social media is a way to listen to your customers. By listening to customer feedback (even if it’s complaints), they are helping you to succeed, by telling you what they want. Which means your job is simply to give your customers what they are asking for.
What should you be doing instead of social media?
You should be doing the usual marketing actions: Generating leads, converting leads to customers, as well as cross-selling and upselling more products and services to existing customers.
Further, any marketing efforts that can be focused on bolstering those activities, including new product development, would be more worthy of your time than social media.
Although social media engagement can be quite impressive, and even seductive, very few businesses would be able to survive without ensuring that the majority of their time is spent on critical revenue generating functions.
The solution? Balance.
