In the beginning, businesses mainly used social media for broadcasting messages. They soon learned that they get better results from engagement, not just broadcast. These days, businesses that are using social media most creatively and effectively have integrated it as just one part of their overall marketing campaign.
Some people feel social media is a complete waste of time. I would argue that it has four main objectives:
- To grow your network of friends, fans and followers, and therefore spread your message more widely
- To drive clickthroughs from your social media platforms to your main website where you do your selling
- To embed updates within your website and so provide freshness from an SEO perspective
- To add sharing buttons to your website so other social media users can link to your content
What do you think?