An aspect that may seem a little strange to some, perfectly normal to others, the use of social networks is still considered a future stage of business development, not one in full swing. In other words, there are still business people, "owners," marketing directors who consider social networks as a detail, an element they can do without. Could this be true?
Let's put the issue differently. Until now, when we wanted to inquire about a certain product or service, we quickly searched on Google; now we have moved to a new stage, where we are also interested in the Facebook page dedicated to that product and look for the company to give it a Like. This trend is in full swing and is generally observed in local businesses or those that are very popular and well-known.
However, all companies must understand that while having a presence on Facebook or any other social networks brings a considerable advantage, the absence of this presence brings negative effects.
Let's take them one by one.
1. You will not be able to show the world what a great business you have and what you do. As mentioned, if you are not on the internet, on Facebook, you cannot communicate to people about yourself, your business, and your products. And, especially, you will not be able to show them that it is something truly good and successful.
2. You will miss a good opportunity to save money. This is because having a presence on Social Media is one of the least costly ways to promote yourself. By not using this channel, you will have to invest more money to make up the difference compared to competitors.
3. You cannot easily interact with potential or current customers. Yes, you can send them messages through various other means, but it is harder for the public to respond, to tell you what they like and dislike, what they want and what they don't. You will not know what they desire. You will not be able to find out their opinion about you. And this is one of the major drawbacks of this lack of communication on social networks.
4. You will miss a good opportunity to promote your products and services. What could be simpler than promoting the newest products on Facebook, announcing offers and promotions in the store (whether online or traditional), or keeping people's interest alive for you, your business, and what will appear. Customers can be invited to test certain products, participate in contests with various prizes, or provide feedback for certain changes or upgrades.
5. It is harder to build an online reputation. Even if you have very good products, even if you are a consummate professional, if you do not make this public, who can find out? You need to make your qualities, products, and services known to create an image, a reputation, a brand. People need to learn about you and your company.
6. It is harder to find quality employees. It may seem strange, but the lack of a presence on social networks can influence the applications of those looking for a job. This especially applies in fields with maximum visibility, with very well-paid positions where the brand and market position are very important.
7. In times of crisis, the absence of a presence on Social Media can have major negative effects. Even if the company in question is not large, with a very strong brand, that does not mean it lacks competitors or people who want to push it out of the market at any cost. Attacks can be very harsh and completely unexpected, and the lack of a community on social networks can be devastating for defense. This communication channel, maintained and very active, can block and discourage any defamation action. Rumors and gossip spread online as well as offline can be more easily dismantled through correct and prompt communication on these channels.
In conclusion, if having a presence on social networks is important, the absence of a presence can be at least equally important. It is necessary to take into account – as I always say – the specifics of each business and the products they market.
