Social media puts your business in touch with the world. With nearly every home in the USA having access to the Internet in some form, and 1.06 billion monthly active users and 680 million mobile users visiting Facebook every month, the potential to raise brand awareness through sites like Facebook is huge. Recent updates to Google algorithms also mean that social media signals have a direct impact on your overall search engine ranking positions.
Let's cut to the chase...
1. Access to people's friends
Social media gives you access to other people’s social networks. With email marketing you only get access to one person. On social media, if you make a post or a tweet that someone strongly agrees with, your content will immediately be shared with hundreds of other people. Among those people are more people who might re-share your content. Social media is a powerful tool for building two-way connections and reaching friends of your customers.
2. Build relationships with people that don't give their email or subscribe to your lists
It takes a lot for someone to give you their email address. Even top marketers rarely get more than 20% of the people who land on an email capture page to actually give them their email address. Contrast that with what it takes for someone to “Like” or follow you. In order to like you people just need to see a piece of your content that they connect with anywhere on the web or through their friend’s feed. It doesn't take much and can be just a passing thought. The same goes for tweets. If someone sees one tweet of yours that they like they can decide to follow you. You can reach a lot of people who wouldn't have otherwise got in your funnel through social media.
3. Customers from everywhere can interact with your brand
Social media platforms are the perfect platform for a brand to communicate their expertise in a given industry, and do so by providing great content that people will share with others. This is how companies can become thought leaders in their space. Don't just sell people what you have and what you do, provide them with something of value, which can come in many forms, but should be designed to teach, entertain, ignite discussions, and gain honest feedback. Social media also allows you to offer fast, transparent communications and support, be accountable, and also have fun with your customer base.