The Social Side to Enterprise Business
Take a look around you. You run into social media throughout the day in various forms — browsing the web, watching TV, listening to the radio, etc. There's no escaping social media. What does that mean for business? It means that every business should have some kind of social presence. A social presence no longer means simply setting up a company Facebook Page or Twitter account to announce updates and product sales.
The increased relevance and presence of social media in our lives has caused businesses of all sorts and sizes to seriously consider social's role in their business strategies. Let's take a look at how social affects an entire business enterprise, from marketing to sales to customer service.
Marketing and social: Social media has directly impacted the way businesses market their brand and products today. In fact, 90 percent of Inc. 500 companies use at least one major social media platform, while 93 percent of marketers use social media for business for reasons that vary from sharing relevant or interesting content to product updates to company sales.
This comes as no surprise as the average smartphone user checks social media 20 times daily and spends four minutes out of five minutes on mobile devices consuming media via mobile apps. Consumers follow their favorite brands on social networks to stay in the loop and turn to their personal networks to praise or express disappointment in a particular product or service, unknowingly influencing those in their networks to develop an opinion about a company or brand.
Sales and social: Sales and social now go hand-in-hand as sales teams can turn to social networks to locate hot leads. Consumers frequently post their need for a particular product or service, and constantly turn to social networks to ask their online audience's opinions prior to buying (e.g., "I need a new coffee maker … Is a #keurig machine worth it?"). In turn, half of all social media users under the age of 35 follow their online friends’ product and service recommendations. When used strategically, social media provides sales teams with hot leads who have already crossed into purchasing points or the buying process. Sales teams can then directly reach out to these leads to introduce a product, answer questions, or offer a discount, trial or product demo.