When used in a relevant and attractive way, social networks allow companies to retain and expand their customer base for a relatively modest budget.
The end of the 2010s saw the extremely rapid development of social networks, which have revolutionised how we communicate.
According to a 2023 study by Digimonitor, 4.8 million people in Switzerland use at least one social media platform. Active users spend an average of 2 hours and 25 minutes a day on social networks. Consumers and potential business partners are now just a couple of clicks away. SMEs can now enjoy global reach at low cost, and therefore compete with the big names, saving on the staggering costs of ad campaigns of the past.
However, good communication on social networks requires a certain command. The positive or negative impact of the company's communication will depend on how these tools are used.
If used properly, social networks can bring many benefits to a business, including:
- Improve its brand awareness and reputation: A consistent and attractive presence on social networks can increase the visibility of your brand or company. Provided the content is relevant, users can share it with their communities, which will increase its reach and thus the chances of people buying the product or service presented.
- Increase traffic to your website. According to the 2024 social media marketing industry report, this is the second most direct benefit (73%), just behind improved visibility (83%). The company’s website can serve as both a showcase and a virtual store.
- Gain new customers: Today, 4.9 billion people use social networks worldwide, and 80% of them also make purchases on them. Therefore, these platforms represent an excellent opportunity to broaden your customer base.
- Know your customers better. Being present on a social network gives you the unique opportunity to collect valuable data on your customers' behaviour, expectations, and preferences. Companies may also offer their community the chance to test their products or services to guide or improve their marketing strategies and offers.
- Establishing a relationship of trust with your customers. One of the revolutions brought about by social networks is the possibility offered to companies to create a community of interest around their brands, services or products. A company communicating effectively on social networks increases its credibility and level of trust with its potential customers and business partners, which makes it all the easier to retain them.
- Promote your products and services. Social networks are a great alternative to traditional advertising, often more profitable. Companies with a limited budget can create content, deliver targeted ads or work with influencers (see Influencer marketing) to promote their products and services.
Social media marketing builds on networks to create communities that are already interested in a company’s product, brand, or service. It allows companies to communicate directly with their consumers, understand their expectations, respond to their grievances, and anticipate their demands.
However, the method requires open-mindedness and great reactivity. Virtual communities only work if they are an opportunity for horizontal exchanges between the consumer or business partner and the company. Otherwise, the company’s page, as eye-catching as it may be, will quickly be abandoned by consumers. For more information, see:
