Four Ways in Which a Positive Social Media Presence Can Help Your UK Business

Most UK businesses rely on word of mouth. This is very different from twenty or thirty years ago when the primary way of attracting attention was through advertisements and the media. Nowadays, UK businesses have an easy route to potential consumers: social media. This article will explore four ways a positive social media presence can help your UK business.

What Does Corporate Social Media Involve?

Social media accounts for companies are very different to those for individuals. Whilst an individual may limit their posts to their online friends and family, a corporate social media account aims to gain as broad a reach as possible.

Corporate social media accounts tend to have two main aims:

1. to put your company and its goods and services in the eye line of as many potential customers as possible; and
2. provide individuals with another way to contact your business (other than by telephone or in-store).

However, on social platforms, increasing views may be associated with controversy. For example, suppose your business publicises a polarising stance on a particular issue. Whilst an advertisement in a magazine or newspaper may receive a few complaints (due to being viewed by 10,000 people), a viral social media post may be much more toxic as millions of people may view it.

What is ‘Positive’ Social Media?

This is where a business aims to post positive content (i.e. posts without criticism) and avoid three controversial topics: 

• politics;
• religion; and 
• death.

Let us explore four ways a positive social media presence can help your business below.

1. Improve the Reach of Your Business

Social media accounts are popular amongst UK businesses. The primary reasons for this include the following:

• they are cheap to run;
• your business can seek out its target audience (such as individuals under 40 years old or those with grandchildren); and
• it is quick and efficient (for instance, you could launch an advertising campaign nearly instantly compared to printed media).

Another reason is that a public post on a social media network has the potential to reach millions. For example, a Twitter post could reach up to 400 million accounts, whilst Facebook has 3 billion users, and Instagram has 1.3 billion individuals.

2. Cheaper Than Conventional Marketing

Conventional marketing usually describes physical media, such as: 

• billboards;
• newspapers; and 
• physical magazines.

In comparison, social media marketing can involve actual advertisements on social media platforms, which require a small cost but can be tailored to appear in the newsfeeds of target customers. For example, suppose you are a child car seat company. Accordingly, you can ask Facebook to put the advert in the newsfeeds of parents.

3. Another Customer Contact Method

One of the biggest consumer frustrations in the UK is an inability to contact a company. This can particularly be the case when the only means of reaching a business is through a busy telephone number.

In contrast, a business is likely to have a better reputation if it allows customers to contact them through the following methods:

• face-to-face within retail premises (if not an online-only business);
• by telephone;
• by email;
• by letter;
• through a Contact Form on its website;
• through a chatbox on its website;
• through direct messaging on social media.

Multiple contact methods allow consumers flexibility in how they wish to resolve their issues. So, for example, if an individual is hard of hearing, they may prefer you deal with their problem by email, letter or social media messaging.

The instant nature of messaging through social channels can provide your company with a quick opportunity to manage consumer expectations and answer any queries.

4. Better Dispute Resolution

All UK businesses need to deal with complaints and negative comments about customer service. So naturally, it is ideal for customers to deal with well-trained customer resolution staff. 

Many companies employ social media staff to manage and handle social media accounts and steer social media strategy. These staff members usually have high levels of experience in customer dispute resolution. 

Many businesses prefer customers to send their complaints by email or social media because it allows a speedy response and avoids high numbers of consumers complaining within earshot of other customers in-store. 

Key Takeaways

Companies need to widen their customer base and consumer contact methods in today’s digital world. In this way, most businesses run different social media platforms. However, running social media channels is not risk-free, and many business owners ask lawyers to draft suitable social media policies. 

If you need assistance with corporate social media or introducing a social media policy, our experienced e-commerce and online business lawyers can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers to answer your questions and draft and review your documents. Call us today on 0808 196 8584 or visit our membership page. 

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