Is social media worth it?

Social media plays a tremendous role in our world today and many companies are curious as to whether it can be used to their advantage. Cancel culture, which Merriam Webster defines as “the practice or tendency of engaging in mass canceling as a way of expressing disapproval and exerting social pressure,” has become very common across multiple social media platforms. This trend has the ability to ruin both a brand's reputation and its overall earnings if a brand makes the wrong move on social media.

Yet, there’s a reason why large corporations like Nike and small businesses still use the same social media platforms. If the posts are appropriate, the rewards are greater than the risk.

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Increased brand loyalty

Social media allows companies to connect with their audience and build an online profile that’s tailored to the wants and needs of their customers. Consistency on social media shows that the company wants to provide the best quality of products or services, in addition to strengthening its relationship with its clientele.

Everyone uses it!

82% of the U.S population utilizes some form of social media, whether it be for personal or professional use. Companies who have accounts on multiple platforms open themselves up to different audiences and are more likely to expand their client base. A business can see growth in customers and profits when successfully running social media accounts.

Improved customer insights

When individuals interact with a company’s social media account, it adds to the data in that company’s customer demographics. Using that information, a company can target similar individuals who may be interested in their product or service.

It’s easy and cheap

It’s simple for an individual to see a company’s post, click on their profile, and make a purchase. It’s just as simple for a company to take a picture or create an ad and upload it to social media for all to see. Creating a company social media presence is a free way to grow the relationship it has with its customers. If a business wanted to ensure the success of its social media accounts, it could hire a public relations agency, such as Axia PR, to monitor the accounts.

Caroline is a rising senior at the University of Alabama and is pursuing a bachelor’s degree in public relations. Her interests include connecting with new people and content creation.