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Should your SME have a social media presence?

Social media platforms such as Facebook, Twitter, Google+ and LinkedIn are great tools for raising the online profile of your SME. If your business is not already using one or all of these platforms, it is well worth considering jumping on the social bandwagon. However, this is not a light undertaking and requires thought, time and resource.


Time and resource are important to think about. Resource may simply depend on the size of your company and having a Facebook Page or a Twitter profile (for example) does require time - daily. If you are going to reap the rewards that social media can offer your SME, you need to put in the effort. If you don't have the in-house resource, you may want to consider outsourcing.

The chances are that your potential customers are communicating on social media. Finding them, listening to what they are saying and engaging with them online, will raise the profile of your SME and drive potential customers to your website.

Imagine being able to identify a customer with a real-time need for your product or service. If you have an international offering, searching Twitter/Tweets for key words and terms will offer you the luxury of doing just that and enable you to direct them to your website. You can also specifically target potential customers with Facebook or LinkedIn advertising. Both Facebook and LinkedIn allow you to target an audience geographically which can help you draw local awareness to your business offering and ensure you hit your target audience. Collecting data and buying lists to market to can be time consuming and expensive. Facebook and LinkedIn already have that data and it is there for you to use for as little as $10.00 per day.

Which ever social media platform you decide to use, it is important to integrate your social media activity with your other marketing activity. Thinking about social media as a tool to spread your existing marketing campaign will help you find social media exciting and less daunting.

Remember that your social media activity is not all about you. Don't just share your own news, share news that relates to your business sector, be helpful to your audience by offering up-to-date information and interact with others.

How can you measure the success of your social media activity? Many people say you can't - I disagree. I report back to a number of clients on a monthly basis using tools like Google Analytics and every month this shows that social media has been the main referrer to their websites - over and above Google search.

Social media is here to stay and I strongly recommend you consider jumping on the social media bandwagon.

We’re happy to provide advice and guidance - If you would like to find out more please get in touch. In the meantime here are a couple of useful tools to help you manage and schedule your social media activity:

Tim Grant
About the Author

Tim Grant

Head of Social Media at Trading for Good

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