Creative Digital Marketing

If it's a social thing, why does my business need a Social Network?

09 November 2012

Facebook. Isn’t it just a time-consuming way of seeing terrible and/or embarrassing photos of old school friends and long-lost relatives? People that, lets be honest here, you lost touch with for a reason.

Certainly, that’s one aspect (we wouldn’t call it a use!) of Facebook. But just as there’s a big difference between tabloid newspapers and broadsheets, the social network page that your business projects can be as entertaining, informative and vital to your customers as you want it to be.

Social networking, in all its guises, is no longer just a token modern add-on. It can and should be an extremely cost-effective marketing tool. Not just another online presence but an engaging way of communicating with your customers. But don’t presume that just because it’s a free service, you don’t need to spend anything on it. The currency here is time – whether it’s you writing those regular updates or a content marketer who manages it for you. Facebook, like search engines and human nature itself, likes fresh content. It’s not enough just to have a page with your company details on and one or two dated photos.

Make your page useful to your customers and, most importantly, entertaining. Post photos of your new stock by all means but also update your followers with any exciting company news, product launches, dates of forthcoming events, thoughts of the day, and share with them other news articles, web links or photos that match your brand image.

People are more like to respond to posts that make them smile than bald facts or blatant adverts. And they’ll also be more likely to contribute their own comment if there’s a question somewhere in the post. Remember, it’s comments and ‘likes’ that increase Facebook interaction, by ensuring that post appears in commentators’ newsfeeds – and is consequently seen by their friends list. More worryingly, if there’s no regular interaction between your follower and your page, Facebook will simply filter you out of their daily newsfeeds. And if you’re not appearing in anyone’s newsfeed, then for all intents and purposes you don’t exist on Facebook. For more information on how Facebook operates its filter, see:

Of course, Facebook may be the biggest social media site out there but it isn’t the only one. Twitter can operate either alongside your Facebook account (link them via your account settings) or independently. Twitter updates may only be 140 characters long but you can also add photos, video, links and articles to your tweets, making them another very useful way of getting your message out there. Here’s Twitter’s own take on how best to tweet:

Photo tagging platforms such as Pinterest are a great, visual medium for the time-poor. By creating online pinboards, your business can project a desired image. As well as featuring your own products, you can share images of things you admire, inspirational pictures, places, people and even recipes you like.  Followers can then share your images on their pinboards and so with their followers.  It’s quick and easy and instantly gives your customers a snapshot of who you are, what you do and why they should like you.

Quick and easy as all these platforms are in differing degrees, they do all take time. 43% of small business spend 6 hours or more per week on social media. If you were investing in any other marketing activity, you would no doubt allocate a schedule and budget to it. But because it’s easy, we make the mistake of thinking we can do it ourselves and try and squeeze it into our existing schedule. As says: “Business owners shouldn’t do everything themselves” … “Too many small businesses that try social media marketing either don’t do it right or don’t do it long enough, or both, and then give up, thinking it doesn’t work”. (

Whether you are a solepreneur, small business or a large corporate, social media can no longer be ignored. We’re not saying you can’t do it yourself but do take it seriously and set aside enough time to update regularly, keep content fresh and make it work for you. Or outsource to someone who can.