Love it or hate it, social media is here to stay. With more than 3 billion people using platforms such as Facebook, Instagram and Twitter across the world, many businesses are using social media to promote themselves. But is it absolutely necessary for success? How does use of social media equate to sales?
Many people believe in the benefits of using social media and see it as a fast, inexpensive, and effective way to reach audiences and customers both existing and new. The most obvious way to use social media for business is to inform people of products, offers and events. Another way of using it is to connect with customers and potential customers: businesses can show the ‘human’ side of their brand. Introducing followers to the people who make up the company can have a powerful effect. Businesses can also easily show how existing customers are using and benefitting from their products.
But what about the small independents who don’t have the money or time to invest in updating social media platforms? Many also don’t have the knowledge of how to use the social media platforms which are changing and updating features all the time. With no obvious effect on sales or footfall, many small business owners are happy to avoid it altogether.
Owners of Rechercher boutique on Montpellier St, Taylore Greene and Jack Cooper said, ‘Rechercher is ‘the social’ experience. Our clientele prefers to see, touch, chat and buy. We have carefully sourced and curated a selection of products in limited number, many one of a kind. Although we have no internet site or social media, we have been mentioned in The Sunday Times, Period Living and The English Home. This is the business model that works for us.’
But with most social media users logging into their accounts at least once per day and many people checking multiple times per day, many would argue that businesses should be joining the bandwagon. Social media managers would say that Facebook, Twitter and Instagram are a vital part of marketing and with a growing number of people using it, the time to start using it is now.
Many businesses in the Montpellier Association have embraced it, Margaret Cavanagh of Neals Yard Remedies on Montpellier Street said, ‘We love social media because it helps us to connect with people in a more personal way. We can share our ideas, values and stories to build a community and not just sell sell sell. It allows a conversation where we can listen to our customers as well.’
But what if businesses are worried about negative comments? At least you can address it and engage with comments or questions on your own social media posts. It can be a powerful way to address problems.
Polly Barnfield, CEO and Founder of digital campaigners Maybe* and the #WDYT Campaign, is obviously a strong believer in social media use for business, she said, ‘Digital is not the enemy of our high street: it will be what defines its future. Social Media represents both the biggest opportunity and a large threat to business. In just 14 years, since social media was born, we have gone to a place where the voice of the customer is the most important asset a business can harness. Ignore it at your peril.
The world has changed to a place where consumers have a voice and the freedom to explore the world from their phone. If businesses chose not to be part of the conversation, they will have less opportunity to sell in the future. Our work in town centres has demonstrated that social media delivers footfall.’
Here at the Montpellier Association, we would love to know your thoughts!
Montpellier Association 