According to survey of 500 small business executives recently conducted by Citigroup, social media tools like Facebook and Twitter don’t make the cash registers ring like a good website does. 76% said social networking hasn’t helped them generate leads or expand their companies in the past year. In contrast, 42% said they’re using their companies’ Web sites to boost sales more this year than last.
Perhaps one reason for the dismal figures on social media is that too many businesses are jumping in without any strategic planning. Social media is a marketing tool that requires a strategy. Who am I trying to reach and what am I trying to achieve? Where are my customers online? Are they online?
It will be interesting to see how these survey figures change over the next 12 to 18 months. In the meantime, make sure your website is well designed and well optimized. Don’t ignore traditional marketing strategies. And by all means, take the time to plan an effective social media strategy.
