Social media is a powerful tool for marketing. It has lots of capabilities and is something that every business really should be engaging with. However, you have to have a realistic view of its capabilities and understand what it can and cannot do.
Firstly, social media is not a sales tool. It isn’t ever going to achieve big sales for you, because people don’t use it to buy – they use it to socialise. They want to see the social, fun side of your brand, rather than being bombarded by sales messages. A sales message will drive people away, whereas fun and relevant content will get people to engage with you.
Social media can help you sell but it is more indirect. It helps to make your brand memorable by making it human, giving it a side that people can’t see in the shops. This helps increase brand loyalty and keeps you relevant to customers.