Is Social Media the Right Choice for Your Business?

3 Oct

By Susan Lowe

There is no denying that social media is the biggest thing to happen to marketing since the Internet.  Businesses are trying to figure out how to effectively be a part of this game changing phenomenon.  A friend and I were talking the other day about one of her clients who believed their company needed a presence on Facebook. When the client asked for her help, she recommended they focus their marketing activities in other areas.

Why? Facebook has over 800 million active users and plays an important role in many of the largest corporations’ marketing efforts.  For my friend’s client, a B2B supplier in a specialized industry, Facebook isn’t the best fit to reach their target customers and to meet their business objectives.  So, how do you know if  social media is the right choice for your business?

Start with a marketing plan.  A good marketing plan includes your business goals and objectives and which marketing activities can help you achieve them.

Here are a few basic elements that should be included in your marketing plan;

  1. Your business goals and objectives.
  2. Your target customers.
  3. The marketing activities that support those goals and objectives with your target customers.
  4. Your budget.

Determine if social media can further your business goals and objectives.  Is social media an effective use of your budget and resources compared to other marketing tools?  Answering these questions when developing your marketing plan will help you decide if social media is the right choice for your business.

Additional Resources
Finding Your Way Through the Social Media Maze, White Paper

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