Still today, I find myself fighting the social media battle. Why should companies use it? Why is it relevant? What is in it for me? If you are a consumer-based organization, then yes, the benefits are generally apparent. But what if you are targeting a different audience? The advantages aren’t so clear.
Every organization is different. Because social media is a very consumer-focused media, many groups are skeptical and have difficulty in validating its use. In response to these concerns, I found that there is always at least one reason to engage in social media that applies to everyone: Brand management.
Facebook and Twitter are both social networks on which people spend a lot of time. A presence on these sites will increase the probability of people coming across your content. If they cannot find you on these networks, or if they find a page that is out-dated or abandoned, it reflects poorly on the parent organization. These days, people are expecting a certain level of information from these pages. If it is not received, credibility can be lost.
By entering social networks, companies would benefit from their high online visibility. Facebook is currently only 1 of 12 sites on the internet to have a Page Rank of 10. As opposed to “groups” on Facebook, “pages” are searchable. Creating a page on such a high-ranking site as Facebook would allow your content to become more visible.
At a Page Rank of 9, Twitter is also relevant. In recent news, major search engines Google and Bing announced a deal with Twitter allowing them to index tweets directly from the Twitter stream. This makes content created with Twitter much more searchable, and in the end, more valuable.
In a quick search for any topic or organization, it is very often that both Facebook and Twitter accounts show up as first page results. Since these pages have impressive Page Ranks and are highly indexable, they will be more likely to show up in searches for your company and your issues. Creating these pages and managing them, even if only on a minimal level, is crucial for any company’s online brand.