From Gobal to Local, Social Media is Everywhere.

A recent survey of the Global 100 companies by Burson-Marsteller found that eight out of 10 world’s largest companies are taking part and being active on social media sites. 79% of these companies are using at least one of the most popular social media platforms- Twitter, Facebook and Youtube- for business.

You don’t need a Global 100 company’s budget to get the same benefits of social media for your own business, big or small. Social media started as a way individuals could communicate and share amongst others, but businesses are seeing the power of communicating directly with their markets and are incorporating social media as a key part of many campaigns. A study done by Cone Inc. in 2008 found that 93% of consumers believe that companies they purchase from should have a social media presence. Businesses of any budget and any size can use the popular social media sites to communicate on a more personal and intimate level with their consumers.

When starting a social media campaign, you need to keep in mind several important factors. Having a successful social media presence is a commitment and requires attention and time. Without regular updates and monitoring, your social media campaigns will not be as effective. You also need to keep in mind what target market you are trying to reach. Diverse business industries need to be addressed in different ways, just like any offline campaign. Use your target market’s analytics to determine which social media sites to use what and the content to make available.

Finally, you should not use your social media sites to ostensibly pitch your business and make sales. Although that is your real goal, social media users can be easily turned off to this approach. Instead, use your social media sites to make connections, build relationships and promote the bigger issues. These relationships are what will lead ultimately to consumer satisfaction, loyalty and in turn the business and sales you desire.


Sarah Maxwell, SBC Account Coordinator