Social media should have one purpose: to amplify your brand.
Social media networks are no longer a tech trend. There are 2.08 billion active social media accounts in the world. The average user spends 2 hours and 25 minutes per day on social media (source: wearesocial). When done correctly, social media will increase your brand awareness, control the reputation of your brand, and ultimately increase sales.
Why Social Media?
Personal Brand Experiences
People hate feeling like they are talking to a machine, whether it's by phone or email. When people want speedy, personal interactions, they turn to social media.
Having a social media presence makes it easy for customers and potential customers to contact you. Once they contact you, responding quickly builds the credibility of your brand. Potential customers also get to see the quality of your customer service. With successful customer interactions, you can create meaningful relationships, which can turn your customers into brand evangelists.
With social media, you can reach your followers instantaneously. Instant communication is extremely useful when announcing new products and sales. You can also distribute content as many times per week or even per day as you want. This allows you to set the tone for your brand and quickly establish yourself as an authority in your industry.
Through social media, you can find out immediately what your followers think of a new product, campaign, or post. Based on the number of likes/shares/retweets and the quality of the comments, you can react and change campaigns. This instant feedback allows for more efficient campaigns.
Organic Brand Mentions
With social media, any user can tag (or hashtag) your brand. This means that users have the ability to mention your brand in their posts to all of their contacts. After a successful brand experience, social media users tend to review and compliment brands via social media. During events, 39% of millennials will post about an event while at the event itself (source: Cassandra Report). Brand mentions expand the overall reach of your brand on the Internet.
Expand Overall Reach
With social media, your brand will gain exposure to audiences that you would otherwise never be able to reach. Your reach expands beyond just your followers. When a follower mentions or shares something about your brand, it goes out to all their followers. If one of your followers retweets or shares your content to their 100 followers, then 100 new people you didn't have access to before are now viewing your content.
Facebook and Twitter are capable of extremely specific targeted advertising. You can target your ads by location, language, age, gender, interests, education, and more.
Even if social media followers never turn into customers, their followings and activity with your brand will rank you higher on the SERPS (search engine results page).
Using social media increases brand awareness and allows for your brand to build credibility organically. Good social media habits will inevitably increase your sales.