Although a company website is a reliable place to find information, social media is quickly becoming a popular place for consumers to access information about a business. If you target a younger audience, then you may want to consider creating a business social page. Almost every well-known company manages its own social media page, whether it be Facebook, Twitter, Instagram, etc. Consider this: would an artist trying to sell his work showcase at a popular art gallery or expect potential buyers to just come to his home? The gallery (social network pages) allows people to easily access and become familiar with the artist (company) in a trusted and popular way, as opposed to going out of their way to obtain information on it.
Focusing on social media is crucial to attracting the attention of millennial customers. A Harvard study shows the high percentage of millennial users on multiple social networks. But baby boomers are no amateurs to social media themselves. A 2016 study by Sara Analoui shows that 45% of 65 year olds use Facebook, as well as 60% of 50-64 year olds. While other forms of social media are not as popular with baby boomers (i.e. Twitter, Instagram), Facebook is the most popular social media network not only to baby boomers, but younger generations as well.
If you use your phone or computer often to browse social media, you are alongside about 2 billion other active social media users around the world. You will most likely discover news, updates and events from companies through social networks. Why then, don’t companies abandon all efforts toward their websites? This is because websites should still remain the center of focus for all additional information that may not be present in social networks, as well as services not available on their social network pages.
Having a website also validates a company’s brand. Social media sites serve as an extension of that brand.When a company does not have profiles on social networks, not only is the company receiving less attention than its competitors, but it is also missing out on exposure to potential customers. Ryan Holmes, the CEO of Hootsuite, explains in an article that he can’t help but agree and support the incredible advantage a company has with social media pages. Social media makes it much easier for companies to reach out to the community and be more active with potential customers, something that is not nearly as possible with exclusive activity to websites.