Being the research nut that I am, I decided to take a good look into SMM in regard to selling to see if it actually worked, who did it work for and if it did why did Social Media Marketing work for them? And should business rely so heavily on social networks for sales? As a web developer I was constantly (and now increasingly) confronted with several social networking challenges when potential clients would say that having a website sounds good but they had a Facebook business page and had been told by various sources (the ever present yet anonymous “they”) that social networks were the thing to do, but after discussing their needs it became quite clear that those potential clients didn’t actually know why they needed social networks or SMM to generate online sales, They just wanted it. Visit the Business marketing website for more information.
For small and medium sized business I always recommended building a quality website over any type of social network, why? Well it’s simple really because social media is Social Media, and social Networks are Social Networks they are not business media and business networks (that would be more like LinkedIn). I know that sounds simple but it’s true and the statistics back it up. The fact is that social media marketing fails to tell you that Facebook is a social network not a search engine and despite the number of Facebook users and Google users being around the same, people don’t use Facebook in the same way that they use a search engine like Google (which has around half the search engine market), Yahoo and Bing to search for business or products.
They use it to keep in touch with family and friends or for news and entertainment. In a recent study done by the IBM Institute for Business Value around 55% of all social media users stated that they do not engage with brands over social media at all and only around 23% actually purposefully use social media to interact with brands. Now out of all the people who do use social media and who do interact with brands whether purposefully or not, the majority (66%) say they need to feel a company is communicating honestly before they will interact.