Social media has become a powerful way of connecting businesses with potential customers, but it is not – and should be – the only way. We discuss some of the disadvantages of using social media for business and briefly outline other channels that could also be used.
Without a doubt, social media has become an indispensable tool for businesses to connect with their consumers, build brand awareness, and drive sales. With billions of active users across various platforms, social media presents immense opportunities for businesses to thrive, as to a considerable degree, it levelled the playing field and has given small and micro businesses in particular, a cost-effective means of marketing their offerings and accessing a global audience.
These days, it is quite common for entrepreneurs and small business owners to encourage the public to contact them via Instagram or Facebook, for example. No email address, phone number or website are also shared, and so it appears that their marketing plan is built solely on the use of social media. However, the recent spate of outages on the major social media platforms is highlighting a vulnerability of these platforms, but also of reliance on them – especially when they are being used by businesses.
Though most of these outages last only a few hours, there are several other challenges associated with the use of social media that businesses ought to consider when creating or implementing their business plans.
Emphasis on paid promotion and saturation of ads
First, social media has changed considerably over the past five to seven years. Before, organic reach, i.e. the number of people who see a post without additional intervention, used to be relatively high. However, the platforms are continually changing their algorithms to generate more advertising sales by limiting what users can see organically from the businesses or organisations they follow.
Currently, the average reach rate on Facebook and Instagram has been estimated at 5.90% and 7.60%, respectively, which means that for every 1,000 followers, only 59 and 76 followers are likely to see your post (Source: Social Insider). It thus means that unless businesses are willing to pay, by continually boosting their posts, their posts will reach fewer and fewer of their community. Ultimately, these costs add up.
Similarly, social media users are being inundated with ads and promoted posts. Fewer posts from the accounts they are following are being included in their feeds, making it more difficult to stay connected with the communities of which they are a part.
Limited control of the content and engagement
Coupled with the previous point, businesses have limited control over who engages with their content. As paid promotions, some filtering options are often provided, but even then, it can be hit-or-miss, based on the algorithm.
Further, most platforms flag certain words or topics, which rightly is necessary when anyone and everyone can post anything and everything they wish. However, even if your content is not controversial or dangerous, it may get flagged, and the process to get it approved, especially if it is to be a promoted post, can be a bit tedious.
Additionally, it is important to highlight that most social media platforms are selling or otherwise leveraging the user data and content that is being posted to generate revenue. Though the platform is free for people to use, for the most part, we often have no idea how our posts and even our personal data are being used, and consequently, the rights we have given away by not reading the terms of use and privacy policy for the platform.
Poor customer care
Luckily, most people have no difficulty using social media, but should there be an issue, it can be nearly impossible to get it resolved. For example, acquaintances have had their business accounts on Facebook hacked, and have been trying for years(!) to have them investigated. However, Facebook’s customer care, in particular, which is fully automated, can be circuitous without any means of escalation. Hence, the community that a business might have built over several years may no longer be accessible to it, and the platform owner offers little or no help in resolving the issue.
Alternatives or additional options that can be considered
First, social media should not be your only marketing channel. It is not a resource that you own or control; and can be considered tantamount to building a house on someone else’s land. A marketing strategy that uses a variety of channels is recommended.
An often-overlooked channel is an email list. Through an email list – a channel that you control – you can have direct contact and frequently with subscribers. You can share your latest offerings and promotions, and even offer incentives to generate sales and even to grow your email list.
Online chat platforms and the use of text messages are also excellent ways of staying top-of-mind among customers. Once again, it allows for direct engagement without any intermediaries.
Finally, having a website offers an excellent focal point for your business. It can be home to basic and important content on your business, and can also provide you with the space and freedom to more fully describe your products or service offerings – more than what a typical social media post allows. Essentially, a website can provide your business with a base that leverages all other channels to reach consumers, as well as being the platform used to realise sales.
In summary, although social media offers immense opportunities for businesses to connect with their audience and drive growth, it ought not to be the only means of promoting your business and securing customers. Multiple marketing channels ought to be used to maximise your business’ reach and able to engage consumers as needed.
Image credit: Ted McGrath (flickr)
