When developing a social media strategy for clients we do an in-depth analysis of their business and their customers. Understanding both the demographic and more importantly psychographic information of their customers will form the initial building blocks of our recommended social media strategy.
Many small businesses are wrestling with how to effectively maximize the social web to reach their customers with limited time and financial resources. As I mentioned in my previous blog post “Don’t Spread Yourself Too Thin” businesses should not try and use every social media communication channel available since they just will not have enough time to do them all successfully. Instead they need to understand where the greatest concentration of their current or potential customers gather in the social web and reach out to them there.
Which leads me to discuss Facebook as a part of a social media strategy. While some say Facebook is not a necessary cornerstone to a social media strategy I would argue it is tough to ignore.
In a recent eMarketer article they referenced a stat from comScore showing the correlation between heavy use on Facebook and heavy spending online.
Facebook currently has over 400 million active users worldwide AND 20 million people “Like” Pages each day. Heavy Facebook users are spending a lot of money online so therefore makes sense to be a cornerstone of your social media strategy.
While Facebook may not always be the immediate solution for your company’s social media strategy to ignore it’s power to grow your customer base is not recommended.
