Social Media Campaigns Have a Large Impact on a Business

Many businesses find it hard to see value in their social media campaigns, when in fact they do not realize the impact of this free advertising tool. Even one campaign can affect a business in a positive manner. Before beginning your social media efforts be sure that you have an analytics program in place to track the progress and impact over time.

It is important to note that social media campaigns affect a business both directly and indirectly. Directly, it increases brand awareness, traffic, leads, sales, etc., can increase brand “followers.” Indirectly search engine rankings are affected. A successful campaign can attract backlinks to your website which in turn can lead to higher search engine rankings. Very successful viral social media campaigns have attracted hundreds and even thousands of backlinks.

Gathering followers is not always an easy task. First, placing a Facebook, Twitter or other social media link on your current website draws in current customers or users to your social media accounts. Next, to gather new users, a special offer or incentive may be helpful to grow your user base.
 
Once “followers” are obtained, it is important to retain them. Customers join because they are interested in receiving quality information, coupons, sales, new products and other news. Businesses must update their “content” on their social media pages on a regular basis. There is a mix between what is too much and what is not enough. If a follower/potential customer feels bombarded, they may remove themselves from the connection they established with you.

Businesses will be able to directly see the effect of a successful marketing campaign through the interaction within the channels as well as through their analytics program. Below is an example of data showing how Facebook can contribute to quality traffic.

It is important for a business to keep current and positive information about themselves on the internet. Social media should be utilized by businesses to keep brand awareness fresh in the minds of the consumer and to keep the business growing positively for the future.