Why is it Important for a Small Business to Know That Consumers Favor Companies with a Presence on Facebook and Twitter?

The proof is in the pudding.  Statistics from a number of studies show that consumers want brands to connect with them through social media.  One of the most recent pieces of evidence comes from Chadwick Martin Bailey and iModerate Research Technologies.  According to the findings, consumers prefer to do business with companies that are established on Facebook and Twitter.  This shouldn’t come as much of a surprise because these are easily the two most popular of the social networks.  With so many people spending so much of their time interacting on the social web, small businesses have no other choice but to take notice and follow it up with action. 

The main reason consumers prefer brands to interact on Facebook and Twitter is because the involvement provides them with an up close and personal view of the company.  If you are going to leverage these environments, you must dive in and give the consumers the interaction they crave.  Remember, consumers are not only interacting with brands on the social networks, they are ignoring a fair share of them as well.

In the social networking world, customers often become your best evangelists.  Statistics are increasingly showing that consumers make purchases based on the recommendations of their peers.  This is a sign that small businesses need to implement word of mouth marketing strategies that result in advocates working on their behalf.  A passionate fan base of loyal followers on Facebook and Twitter can help you drum up a lot of business. 

Some of the biggest companies have re-tuned their marketing operations to capitalize on the social media phenomenon.  In the process, they have created thriving online communities that enable their customers and prospects to reach out and communicate.  These companies are taking the challenge head on, developing outreach programs that allow audiences to be brutally honest and engage with the brand.  The same opportunities exist for smaller businesses.

More consumers are going on the record to state how the brands they interact with on Facebook and Twitter influence their purchasing decisions.  The sooner your business gets started with social networking, the better.  Your audience is there, but the competition is making its presence known as well.  Companies are strongly encouraged to get involved and build their communities quickly.  Don’t just limit yourself to making connections on the networks.  Integrate Facebook and Twitter elements on your company website and entice people to connect with you there. 

The benefits of leveraging Facebook and Twitter are laid out for all to see.  However, with all the rewards comes some challenges and risk as well.  Social networking is an around the clock investment that puts your business on a public platform.  If you take the plunge, you have to be ready to tackle the potential heat that comes along with it.  More importantly, you must understand that social networking isn’t the holy grail of internet marketing, just one of many tools that should be included in your marketing mix.