You’ve probably heard that maintaining a consistent social media presence is essential to your brand’s success, but how can that be true when organic posting has such limited reach? It’s estimated that on average, organic Facebook posts only reach 5.2% of your audience — or 1 in every 19 fans. With metrics like that, it can be hard to sell business owners on the idea that their social media presence can positively impact their bottom line. After all, how can your audience act on a post that they don’t see?
Why Is A Social Media Presence Necessary?
Social media platforms operate on a “pay to play” basis. That means that paid ads and boosted posts will get more traffic than organic posting. But having a social media presence isn’t just about advertising to new customers; you have advertisements for that. Building a social media presence is about creating opportunities to endear your brand to your current and future customers through engaging, shareable, consistent communication.
Picture this: A potential client finds your business on Google. They look through some of your Google reviews and like what they see. In today’s day and age, it’s expected that businesses will have some sort of social media presence. That customer might search for your Facebook or LinkedIn page to see what your company is all about. If they can’t find your business, what happens next is a bit of a toss-up. Sure, they could decide to give you a call based on your Google reviews alone, but maybe they won’t. One thing is for sure: Lacking a social media presence won’t help your case.
Or what if you do have a Facebook presence, but you don’t post very often? In some ways, that can be worse for a potential customer than not having a Facebook presence at all. If your last post was from 2 years ago or even 3–4 months ago, that sends a message to the customer. They might begin to think, “If they can’t keep up with their Facebook page, then how can I rely on them to help me?” That may sound a bit dramatic, but it’s true. It can be especially concerning to clients if you take the time to purchase Facebook or Instagram ads but don’t spend any time building up the content on your Facebook page. After all, your page is the first place a potential customer will look after they find you on Facebook.
The situation can be even more tricky when it comes to hiring. Let’s say that you have an opening at your company. An interested applicant might find you on a job site, but if they can’t find you on LinkedIn, that’s a huge red flag. If you have no social media presence, then your company may appear disorganized — or worse, it could seem like a scam. You certainly don’t want that, especially with how competitive the hiring market is today.
What About The People Who Already Follow You?
A 2021 study by the Pew Research Center found that 70% of social media users log in to their account at least once per day, and 49% check their feeds multiple times per day. So, if you’re not providing value to your current followers through organic posting, you are missing out on a great opportunity to nurture your customers and keep your business top of mind.
To put it simply, your social media pages matter because they reflect your brand. In fact, you should be very conscientious of any material that you put online that’s related to your business because it all works together to create the image of who you are. So even if you’re not getting the bulk of your leads from organic Facebook or Instagram posts, it’s still important to put your best foot forward through any profile that you’ve created. You want to be sharing relevant content and making meaningful connections with your audience. Consistent organic posting on social media will help maintain your brand image, improve your ability to connect with customers, and allow you to distribute engaging content to your followers.