SMEs are still not really aware of the importance of social networks

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Companies need to consider what your potential customers are doing and consumers, what are the best social networks to connect with them and jump to be present in those environments.


Although social networks have become a fundamental part of life of consumers and despite employing them for more and more things still exist who do not see it so clear. Although studies show that consumers are increasingly using social networks as a way to get the customer service they expect and although they are making itself increasingly in a more and more effective as a connection point between consumers and brands, even there are those who do not quite see it and who thus are neglecting what is happening in the social environment.

It is not a new thing and it is not one, unfortunately, that has not been heard before. Small businesses and entrepreneurs are not always fully aware of what is happening on social networks and especially the brutal importance as an element to establish a connection with consumers. They think that social networks are optional or something equally serious, that they can do almost anything. Hence often leave social networks in the hands of inexperienced workers, that update people who are not trained for it (the classic story of 'me leads and my nephew') or have an irregular activity and ineffective.

And this usually happens because these managers are not really aware of the importance of social networks and the actual weight they have to give them. This is demonstrated by a study by The Alternative Board (TAB), which points out that for many of the companies responsible for these small social networks are very secondary. Transferred to figures the numbers are much more impressive: 59% of respondents, what to change, as recalled in Inc, are roughly two out of three, responsible for small firms believe that social networks are not essential to its deal.

Little presence and underactive
This causes one side are not getting the most out of social networks as an element to establish guidelines and business relationships with potential new clients and, on the other hand, are not using them to strengthen their corporate image. 18% of respondents have no social media presence at all and 67% are in the initial phase. They are newcomers to the world of social networks and therefore are still at an early stage.

More impressive it is to see how little importance they give to what is happening on social networks. 22% say they check what is being said once or twice a year and 64% do so once or twice a week any more.

Similarly, they do not have very clear what is and what is not effective, or at least are not able to see beyond the surface. 38% vote LinkedIn as the most effective social network, Facebook or Twitter beating, because they see it as a business tool and are not able to see the business potential of other social networks.

An error strategy
These numbers are, they look as look, a clear indication of an error in strategy and a sign that entrepreneurs and SMEs have not yet understood very well the rules of business in the Internet age. Social networks are not a curiosity, are not simply something else, but are becoming the cornerstone of digital marketing strategy.

Companies need to consider what your potential customers are doing and consumers, what are the best social networks to connect with them and jump to be present in those environments. Not worth to drop it and not think that serves to cover that with other things. Nor should we take account that's something 'big brands'. Social networks are valid for all and are effective for all types of businesses. The key is to be able to see and understand.

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