The power of social networks is that your clients are already there. A frequently updated Twitter account or Facebook page is a way to engage with them where they already hang out. This infographic visualizes the reasons why social media should be a critical component in every business’ strategy . ( Infographic provided by @visually - More at www.visual.ly )

It's almost scary how fast the term social has become a cliché. For the past few years, the word social has been attached to everything from media to gaming to consumerism - a trend that may be finally coming to an end. 
Social is simply the new normal. 

But as much as that fact is acknowledged, some decision makers - particularly in small business - still struggle with how they can use social media as part of an overall marketing strategy. There is still a reluctance or uncertainty about its value. A recent poll of 500 consumers and 1,180 small-to mid-sized business decision makers found that 44% of small businesses were using social media as part of their overall marketing effort. 

Small businesses use Social Media primarily for three reasons:

1. Connecting with customers
2. Visibility 
3. Self-promotion
   

It still means that 56% are not using social media as part of their overall marketing efforts, but they should! The survey highlighted 4 compelling arguments for its use:

New customers;
More than 50% of small business decision makers reported gaining new customers through social media, most notable Facebook & LinkedIn.

Followers become buyers;
Roughly 51% of consumers Facebook users and 64% of Twitter users are more likely to buy from brands they follow in social media.

It's cheap;
Small business owners don't have to spend much to get incredible results. Nearly 60 percent of those using Social Media spend very little on their Social Media efforts.

It's powerful;
It can take just 20 people using their networks to bring an entire online community to action. Reaching out to 20 people is something almost any small business can do. 

The problem for many small business owners is threefold;

1. They don’t have the time to be consistently pro-active with their Social Media platforms.
2. They aren't able to allocate resource to manage & monitor their Social Media activity.
3. Their understanding of Social Media & the positive effect it can have on their business is limited, primarily due to the first two reasons.

The question remains: why aren't those other 56% using social media? 
The answer may reside in a failure to realize the true power of Social Media - the ability it has to affect behaviour and influence decisions. It's no longer about which channel is winning, but about how people spend their time connecting and interacting and what happens as a result. 

Are you in the 44% who get it or the 56% still waiting on the sidelines?

  Guy Outram