That’s a great question that is asked often.  Is social media an option in this day and age?  It is a fair question to be sure, but on the other hand, I often wonder if the other parts of your business get the same question.

Is sales an option? – Well to listen to any sales type, the world wouldn’t function were it not for sales.  And there is some truth to phrase.  Obviously having a talented and persuasive sales force can have a tremendous impact on your bottom line.  Try going awhile without any sales and see how long or well your business will continue to exist.  Sales is not an option, but a necessity in every business.

Is production an option? – Even if you are in a service business, there is production that must be done if you want to continue to operate.  Obviously, the production aspect of your business is mandatory.

Is your back office operation an option? -  Well, let’s see here…you have gone through the all of the time, energy and expense to make the sale and produce the product or service to your customer’s satisfaction.  But if you don’t keep track of who owes money, credit limits and pricing, it won’t be long until your customers will take advantage of you and cash flow will be non-existent.  I am thinking that back office operations (at even a minimal effort) is critical and therefore not an option.

So, the question still stands…Is social media an option?  Well, let me ask you the following:

• Do you have an unlimited marketing budget?  In today’s economy, we have to make more go farther (actually much farther) than at any time previously.  And when budgets are cut, marketing for some reason is more apt to get cut first versus other areas of the business.  There has never been an unlimited marketing budget for any business that has been successful.  If anything, we pay closer attention to the marketing ROI than every before.  So, if you have a declining or minimal marketing budget, social media is not an option.
• Do you need or want real time marketing research feedback?  One of the amazing benefits of incorporating social media into your tool kit, is that you can get direct feedback about a product or service BEFORE you go through the time and expense of creating a product or service.  Smart marketers these days are quering their customers to see if there is an interest in a product before coming to market only to find out that the product was neither wanted or desired as well as you thought it would be.  Many social media users are getting insights from their customers on how to either make their products better or tweaks that are required to make it really wanted.  This shortens the research cycle immensely.  For these users, social media is not an option.
• Do you want to demonstrate the value of your product or service or  show that you are the hands on expert in your niche? – The proper use of social media separates you you’re your competition!  We have become a jaded society and are less likely to believe the ads we see on the tv and in the newspaper.  We take with a grain of salt the claims we hear on the radio about a product or service.  But we can’t ignore the fact that someone who consistently delivers great content that shows how their product or service is better on its’ own merits (versus tearing down the competition).  We also don’t discount what a group of people similar to us (who actually have purchased from you) say about how we handled ourselves and how the product performed. 

When you are implementing social media you must approach your fans/followers—(our friends)—on a level that gets to the root of shared passion. It’s not about the product—it’s what the product allows your customers to do. How it enhances their lives. So, if you want your product or service to be viewed more positively than your competition, social media is not an option.

• Would you like greater exposure for your product or service? – Besides having your friends (remember your fans/followers) be hot advocates of your product or service, the reach that you are able to achieve using social media can’t be beat.  Yes, there is the argument of targeted friends versus reach, but the reality is that you need both.  Because your friends can influence the reach more so than you can on your own.  And if you are delivering great content, it is likely that your post/tweet is going farther (much farther) than your first level of friends.  For cost effectiveness and greater exposure, social media is not an option.

So, just like you wouldn’t question whether you need sales, production and back office aspects of your business, social media is not something that you should consider an option as well.  Let me take that back.  Social media is an option is you are willing to let your competition leap frog you, gain your marketshare and ultimately out perform you.  But if any of those characteristics are critical to your ongoing business success, social media is not an option!

Believe it or not, not doing social media right can actually harm your business.

If you are looking for free tips or advice on how to approach your social media, go to Social Media Dudes

Or follow our tweets on Twitter at twitter.com/johnpanico

Finally, those are my thoughts from high atop my 2nd floor office above my garage. What I want to hear are YOUR comments.

If you are looking for free tips or advice on how to approach your social media, go to Social Media Dudesand subscribe to your newsletter in the upper left hand corner! Still not convinced that social media is right for your business? Read this and get our F.R.E.E. report on the 7 Myths of Social Media! Or follow our tweets on Twitter at twitter.com/johnpanico Finally, those are my thoughts from high atop my 2nd floor office above my garage. What I want to hear are YOUR comments. Please leave one now.

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