To Tweet or Not to Tweet…that is the question.


However, it’s a question many c-suite executives chose not to answer.  Why?  Uncertainty or even fear that to engage in social media from a business standpoint will be more trouble than it’s worth or, worse yet, create problems they thought didn’t exist.  Here’s a few ideas or short blue print the next time you find yourself presenting a social media outline and you need buy-in from those at the top – your CEO, department managers, and stakeholders in the marketing and PR departments.

A few statistics about social media:

100 Social Media Statistics:

  • 1 Million websites have integrated with Facebook
  • 23% of users check Facebook 5 times or more daily
  • 56% of customer tweets are being ignored
  • 34% of marketers have generated leads on Twitter
  • Google’s +1 button is used 5 million times a day
  • Over 5 million are uploaded to Instagram every hour
  • 80% of Pinterest users are female

100 Amazing Social Media Statistics:

  • One out of every seven minutes spent online is on Facebook
  • 340 million tweets are sent each and every day
  • 300 million pictures are uploaded to Facebook every day via Instagram
  • 61 percent of LinkedIn members use it as their primary professional networking site


#1.  Social Media Matters:

Engaging in social media marketing will allow your company to monitor, respond, amplify and lead.  In other words, your company can:

  • Know quickly what customers and the competition is saying about your company,
  • Engage customers where they are at on social media platforms regarding problems or issues they have with your company,
  • Augment and develop all that is good and noteworthy about your company and your brands(s), and
  • Raise awareness about your company products with customers at every stage of the decision making process.


#2  The Negative, It’s Already Out There:

Although it can be much easier to hide ones head in the sand or cover ones ears, we all have to face the fact that not everyone likes us or is positive in their comments about us.  As such, it’s much more beneficial to your company and even your customers to seek out and engage customers who might be dissatisfied before the problem turns into a nightmare. When the question comes up regarding negative comments or the potential for improper postings by employees, explain the rationale behind creating an auxiliary social media policy which covers all of those concerns and more.  This policy will also address who is responsible for engaging customers on behalf of the company (community manager, social media managers, writers of content, etc.), how they will interact with customers and will be approved by not only the human resources department but the legal department.

#3  Cost:

For many businesses, the initial stages of social media marketing are about listening and gather information – about themselves, their competition and their customers – much of which can be done by the marketing and PR departments.  Once target audiences have been identified and the goals and objectives for a social media plan have been established (start small), then a company can begin to look at who will do what.  If you are a small business, you may find one person wears many hats.  Example: a business owner/manage might also have the role of being a community manager.  A general manager or department manager might have the role of being a social media manage.  A long-standing, trusted employee might be a content developer and engage customers on social media platforms.  The money and time invested in social media, at that stage, will be minimal and platforms such as Hootsuite are there to make customer engagement, monitoring and evaluation easier


#4  KPI, ROI, and Evaluation:

After goals and objectives for your social media strategy have been established, how outcomes will be measured and evaluated must be considered.  Key Performance Indicators – number of new likes on the company Facebook page, followers on Twitter, share of a YouTube video, or check-ins on Foursquare can be gathered, analyzed and compared to customers who showed up to an event, used an online coupon or mentioned a deal when calling to inquire about your company’s products or services.  Evaluation will indicate whether a particular marketing strategy worked or needs refinement.

With more people joining social media platforms every day, it would be fiscally imprudent for any company to remain isolated from its current customers and the vast number of potential new customers.  Concerns regarding the downside of social media are valid and must be addressed but most all can be handled appropriately with thorough monitoring of a company’s online brand presence and a social media policy which covers all areas engagement and potential pitfalls.


1 Comment

  1. Kim, Kuddo’s for your post!

    You can see why your business is up for small business award. Your post is very well written and your presented me with some very nice graphics to support your content. You wrote this post not as a draft, but as something you can actually present and that is what I was looking for.

    I want to comment on some of your content. I like the paragraph under the heading Social Media Matters. It hits to the core that we are talking about social media and how it affects businesses and organizations. When presenting any type of statistic in a business presentation, only use stat’s that pertain to business.

    Seeing how you took the time to present me with some real statistics/data, I will share some with you and the class ( if they are reading your post) that all of you can use moving forward. This stats are from the year 2012 and address social media business and commerce use, not personal.

    Social commerce

    Social commerce sales should total $9.2 billion by the end of this year and are expected to climb to $14.25 billion in 2013 and $30 billion in 2015
    Some 167 million people will shop online this year, which will increase to 192 million by 2016 (spending an average of $1,800 per person per year)
    20% would purchase within a social media site
    40% of Twitter users regularly search for products via Twitter
    12% of consumers have purchased a product online because of info they found on Twitter
    60% are willing to post about products/services in Facebook if they get a deal or discount

    Social media for business stats

    65% of the world’s top companies have an active Twitter profile
    90% of marketers use social media channels for business, with 93% of these rating social tools as “important”
    43% of marketers have noticed an improvement in sales due to social campaigns
    72% of marketers who have worked in social media for three or more years said that they saw a boost in turnover due to social channels (the longer you’re working in it the better you get)
    91% of experienced social marketers see improved website traffic due to social media campaigns and 79% are generating more quality leads
    The average time spent by marketers on social media is 1-5hrs per week for those just getting started and 6+ hours per week for those with 3+ years of experience
    The most popular social networking tool for marketing is Facebook – being used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%)
    LinkedIn is 4X better for B2B lead generation than Facebook and Twitter
    Only 10% of marketers are actively monitoring social media ROI
    Only 22% of businesses have a dedicated social media manager
    23% of Fortune 500 companies have a public-facing corporate blog
    58% of Fortune 500 companies have an active corporate Facebook account, 62% have an active corporate Twitter account
    47% of customers are somewhat likely to purchase from a brand that they follow or like
    80% of US social network users prefer to connect with brands through Facebook
    40% of consumers prefer social log-ins over creating a new/guest account
    In terms of users engaging with social log-in, 60% use Facebook, 12% Yahoo, 11% Twitter, 10% Google and 7% LinkedIn

    Compliments of: The Social Skinny

    Again, because you presented your post as an actual presentation, I will add that you did an excellent job of capturing my attention with your headers. Your headers can be used as opening slides to introduce and address each “concern.” Headers like, Social Media Matters, Cost ( A very simple word to address the lowest hanging fruit), KPI, ROI and Evaluation ( again, very simple to the point. I would suggest using Measurement and not Evaluation) and my a really good header, The Negative is Already Out There. Such good headers!

    Again, kuddo. Great content, great graphics and stats to support your content and you addressed the concerns in a very using non-confrontational content. Your headers, content and graphics would encourage the people invited to the meeting to consider implementing your strategy.


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