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Mary Pomerantz

Why Every Business Needs a Strong Social Media Presence

Mary Pomerantz

Ms. Pomerantz has served as the Chief Executive Officer of Mary Pomerantz Advertising for the past twenty five years. She was formerly the Chief Executive Officer of Pomerantz Staffing, which grew to be one of the largest privately-owned staffing companies in the US under her leadership.

person touching an iPad with various social media icons

piechart showing that 83% of companies have a twitter accountIt’s safe to say that nearly every person over the age of 5 is aware of the many positive and negative aspects of social media. Billions of people around the world use one or more channels, nearly everything has a hashtag campaign and even pets, babies and fictional characters have Facebook and Twitter pages. But strangely enough, there are still some business owners who have not shown up to the party yet. Often when asked why they are not actively trying to build a strong social media presence, they cite the difficultly of trying to measure the ROI in social media.

While more than 50 million businesses have Facebook pages,[1] and 83 percent of Fortune 500 companies have Twitter accounts,[2] many small business owners have not dived in. A 2015 survey of 354 small business owners by Clutch (a marketing research company) revealed that only 53 percent actively engaged in social media usage.[3] This means that there are millions of small business owners who are missing out on the many benefits of social media.

Most often, business owners neglect creating and maintaining social media pages for a variety of different reasons ranging from not having enough time or resources, or they lack the expertise or they feel they’re in an industry that won’t translate very well. Regardless of your reasoning, if you’re one of the many business owners whose company has not yet taken the social media plunge, it’s time to join the rest of the world.

A Strong Social Media Presence is good for all Businesses

Before determining that social media isn’t right for your company, you must first understand the myriad uses for it. No matter what industry you’re in – plumbing, healthcare, legal, education, construction, etc. – social media is almost certain to be useful in at least one way.

illustration of the globe as a piechart showing most of the world is using social media

Let’s review some of the ways social media can help you reach your business goals:

1. Extensive Reach at a Low Cost: Nearly a third of the world’s 7.3 billion people have at least one social media account (2.3 billion), and each Internet user has an average of more than 5 social media accounts.[4] With many of these social media users checking their profiles daily, each one of your social media posts is an opportunity to connect with current and prospective customers.

The best part is that it’s free. Nearly 80 percent of all small business owners handle all of their own marketing because of budget constraints.[5] With your customers likely spending hours a day on Facebook, Twitter, Instagram or some other channel, social media is the perfect marketing tool for small business owners who are strapped for time and money.

2. Build Expertise and Authority: You know that you’re an expert at what you do, but does anyone else know that? Your social media profile is an excellent way to show off how much you know about a certain topic or industry. If your posts offer enough informative value to clients and other industry professionals, you can make your brand a must-follow on social media, which will almost certainly translate into higher revenues.

photo of different types of charts displaying demographic statistics

3. Demographic Research: Even if you don’t have any particular product or service that you’re trying to sell, you can still use your social media profiles to understand who your customers are. Facebook allows you to see the gender, age and location of your followers and others who have engaged with your posts. Depending on the amount of followers your company has, this information could be used to create a profile of your target demographic throughout all of your marketing.

4. Communicate with Clients: Not all interaction between you and your clients has to involve you selling something to them. You can use your social media page to let your customers know about changes in your hours of operation, local events that you are participating in and even to conduct surveys. Social media gives you the opportunity to connect and communicate with customers 24/7.

5. Remain Relevant: Attention spans are shorter than ever, markets are more fragmented than ever, and there are more options for customers than ever before. Out of sight is out of mind, and remaining active on social media will help you stay in the forefront of your customers’ collective consciousness.

Your customers are constantly being inundated with advertisements on the radio, social media, billboards, television and in nearly every area of their lives. You have to compete for their attention lest you be forgotten.

illustration of a brain making multiple connections simultaneously

A Social Media Presence is very different that a Strong Social Media Presence

photo of a daily planner organizer showing a reminder page to write a social media postOne of the biggest and most common mistakes business owners make when creating a social media account is failing to maintain the presence. It generally starts off well enough in the first few days or weeks. Then the posts stop. Building it doesn’t guarantee that the people will come. A strong social media presence doesn’t happen overnight and it requires ongoing maintenance.

Your first goal is to create a page, the second is to get followers and the third is to have your followers engage and interact with you. This is nearly impossible without posting interesting informational and promotional content at a frequent rate. Social media experts vary on how often you should post, but in almost all cases, posting at least once a day is a requirement for success.[6],[7]

As a business owner, you have to balance your goals against the amount of time and content you have. If you’re going to be handling all of your social media on top of your other responsibilities, it may be difficult to maintain five posts a day. If you own a company that doesn’t blog and thus doesn’t have a lot of unique content, it may be nearly impossible for you to post daily.

It’s essential to have a plan for your social media implementation. Your plan needs to account for how often you will post, the best times to reach your audience, what your primary goals are and where you will get content from. Without all of these strategies firmly in place, your journey into social media will not likely produce the desired outcome and will thus feel like a waste of time.

MPA Will Design and Implement a Winning Social Media Strategy

If you lack the time, patience or expertise to use social media to reach your business goals, we are happy to help. Our professionals at Mary Pomerantz Advertising have designed social media pages, posts and campaigns for businesses of all sizes and throughout several industries. We understand why social media is important and how to make it work for you.

Rather than ignoring the potential benefits of social media or making a half-hearted attempt at creating and maintaining a presence, rely on our proven track record to guide you. Contact us today at 732-214-9600 to learn more about how we can help plan, create, maintain and grow your social media presence.


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