There is a fair chance that that statement is true and that your client isn’t on social media. We agree, social media isn’t always the silver bullet and is not in every case the answer to all marketing woes. We also understand that there is a good portion of the population that aren’t enslaved by their phones, chasing likes and trawling through feeds.
With that said, we also cannot ignore the absolutely stunning statistics that could favour the fact that your client might very well be on social media. Let’s break it down.
Currently, there are 57,82 million South Africans, alive and living in our beautiful country. Of those 57 odd Million people, an impressive 37,49 million of them are active internet users. This means that around 65% of the population trawls the internet to one degree or another.
Furthermore there are currently 19,69 million active social media users in South Africa meaning that approximately one in three people have a social media account and are actively checking back, posting and updating their profiles.
To that point, it is also important to note that currently there are 17,04 million South Africans who are under the age of 14. This is relevant since according to Facebook, users are only legally allowed to have a Facebook profile once they turn 13. We could assume then that roughly a third of our population isn’t on social media since they are too young and therefore giving better odds to your client contributing to the 19 odd Million who are active on social media.
Data can be used to measure statistics and probability of success, however with these numbers in favour of the internet and social media it is fair to say that at least one person per household is actively posting to their Facebook, Twitter, LinkedIn or Instagram account.
With innovative strategies you can reach you can reach your ideal customer.
If you are interested in talking more on this, feel free to reach out. We would be delighted to hear from you and strategise how we can find your ideal client via social media. Get in touch with Social Media 101 CLICK HERE.
There are a few select products and services that are seemingly difficult to promote on social media, agreed. These might be B2B type products, highly engineered, technical or intangible while also only appealing to the very niche of industries. Your business might operate solely out of long standing and nurtured relationships. This could be relevant to highly regulated industries or even banned products. What about morbid industries like funeral homes or crime scene clean up. The reality is that however obscure, niche or intangible your product or service may seem there is in most cases a way to advertise, and dare we say it, on social media.
Niche product / market
Niche communities are really the silver lining of social media. People gather in topical groups and discussions to share their common experiences, beliefs and opinions. With the incredible rich data available on social media, businesses are able to tap into these communities and speak to their ideal customers. The best part is little to no wastage.
Exclusively business to business
Social media is also increasingly becoming a space to embrace business to business exchanges. With the inclusion or LinkedIn, businesses are able to target granular to decision makers. That’s not to take away from the other platforms, since at least for now….
Technical or intangible product and services
It is fair to say that everyone is open to receiving value on social media and in most cases, businesses hold a wealth of industry knowledge and expertise that can indeed be highly valuable. Content on social media that provides users with value are posts that are served at the right time, with the right message, to the right person.
Few select customers
For companies with reliable customer relationships, you are able to speak directly to these customers via the intimacy of their timeline or social media feed. Smart, innovative and creative strategies allow brands in highly regulated industries speak to their ideal target markets.
Social media excels in connecting niche communities. It’s about finding the right platform and the right communities to speak to about your product or service.
This cuts down on wastage and create a more valuable and valued experience for customers. There is no reason for your business to not be on social media, and if you would like to brainstorm more on how these platforms can be used to benefit your business, reach out to us to set up a meeting, we look forward to hearing from you.
CLICK HERE to contact us.
We will agree with this statement, yes, social media does in fact expose businesses to negative feedback and customer complaints.
The challenge is however that these seemingly bad conversations will happen whether the brand is on social media or not. Ideally you want to be there to address and manage the outrage, or at least be aware of it.
In most instances, consumers turn to social media as a last resort. We often-times find that these frustrated customers have already followed traditional protocol and sent an email to some dusty inbox only to be responded with a generic reply. They have called through to the customer care centre only to find themselves in an ongoing carousel of being put on hold. You might find, in some cases that the person had reached out via private message on social media, before… taking it public!
Customers are demanding more from brands.
They have gained a sort of public power. Anyone with a social media account is a journalist of sorts and with an easy swipe open of their lock screen can direct a complaint to any brand or company for the world to see. Of course, once one complaint has been aired, it gives licence to other complaints to come out into the open. And so one seemingly innocent online complaint could turn into a viral storm of trending hashtag(s). The true reality is that consumers, you and me, just want good service and value for money.
Customers want to be heard and ultimately valued.
People use social media to level the field between them and big corporate and all businesses should do is turn a kind ear to listen, address and then consider whether maybe they should implement change into their organisation.
Yes, its scary. No one, not even big business wants to be exposed to a social media scandal, however rather listen, be active and address concerns before they turn to complaints especially since taking on feedback could make for good business returns.
If you as a business owner still find social media too daunting to even consider, reach out to us. CLICK HERE
We have many years’ experience in this space while also taking into consideration consumer behaviour, social media trends and human psychology to assist and support our clients in managing their social media strategies and implementing crisis management processes.
Get in touch with Social Media 101. CLICK HERE to contact us.