Despite the fact that anywhere from 82%–96% of businesses use social media, about a third are unsure if it's "working." One in three don't think social media is important for their business.

Let me say that again:

A THIRD of businesses on social media don't know if their social media marketing is working. And an ENTIRE THIRD of businesses don't think that social media is important. But 82–96% of businesses are ON social media.

And this absolutely screams the need to ask...

WHY would you throw resources into something you DON'T think is important and DON'T know is effective? 

This makes no sense. Put this into any other business terms and it clearly and plainly makes NO SENSE.

Would you invest money into producing and broadcasting a television commercial if you didn't expect a return? No. Would you invest in hiring and training a new employee if you didn't think their contribution would benefit your business? No. Would you open a new location if you had no clue if it would work out and no way to tell if it was viable or not? NO! 

So what's the point?

There's one thing, and one thing only, that is the "point" of social media:

There's ONE thing that should drive social media for businesses: BUSINESS. In other words, your bottom line. Money.

What does that look like? It could be generating new client leads. It could be getting existing customers to do more business with you. It could be making online sales. The point is...

"Social media for social media's sake" doesn't make sense.

That line of thinking is a total mind-trap.  We see this with customers all the time: They've convinced themselves that the point of getting their business on social media is to grow their social media networks. That likes, followers, fans, or friends are the end goal.

FALSE!

The "goal" of social media for business should be business. Your business: Making sales, retaining customer loyalty, or bringing new customers into the fold. If you're going to invest in a social media presence for business, you need to invest smart, you need to invest right, and you need to see a return.

Instead of considering social media to be a category all its own, consider social media a subset of your traditional advertising – and subject to the same need for real returns on your investment. And the best way to see real returns is to produce killer content.

Hoot Design Co. is a marketing, branding, and design agency located in Columbia, MO. We specialize in creating a custom and comprehensive marketing strategy centered around your business's unique strengths and educating you with the tools you need from day one. From logo design to brand identity, website design and execution, and social media marketing strategies in-person and through online courses, we're focused on your business success every step of the way.