Pros & Cons of Using Social Media to Advertise a Business

For nearly two decades, businesses of all sizes have relied on social media outlets and platforms as a source of low-cost or no-cost advertising. Company owners also pay big bucks for the placement of ads on various channels, but most smaller businesses choose to leverage their own Twitter, Facebook, and other pages to get the word out to potential and current customers. What are the pros and cons of looking toward social media to promote your organization’s products and services?

While all situations are unique, it’s safe to say that on the plus side are factors like low expenses, the chance to reach a younger market, the time-saving aspect of the effort, and that entrepreneurs don’t have to learn coding or advanced IT techniques to promote on social media. On the downside are considerations regarding the potentially high cost of paid ads, the difficulty of targeting older clients, and the temptation to overdo social media outlets and get buried in a cycle of wasted time. Consider the following pros and cons before turning to social media as a way of promoting your business.

Pro: Low or No Cost

Getting the word out on social media, except for purchasing PPC and other kinds of services directly from the channels, is a cheap way to engage prospective customers, build brand recognition, and inform the public about new products, offers, and deals. Since the early 2000s, owners have been pouring their time into multiple social media platforms, particularly Instagram, Twitter, and Facebook, as a no-cost way of promoting. For sole practitioners, like accountants and lawyers who run one-person shops, social media engagement is the way to go before and soon after opening the doors to a new enterprise. Cash-strapped founders have come to rely on the outlets until they can afford paid promotional campaigns later.

Con & Pro: Paid Ads & Services Can Be Expensive But Loans Can Cover The Cost

Direct buys from the likes of Facebook and similar platforms can get expensive very quickly, especially for entrepreneurs who aren’t sure how to target specific demographics on the channels. Keep in mind that many businesses choose to hire third-party service providers to oversee social media marketing campaigns. That kind of oversight service is not free, nor is it low-priced. It’s clear that social media is a lucrative way to build brand recognition, but how can new owners pay the price?

Most entrepreneurs who find themselves in such a predicament apply for personal loans to give themselves a leg up on promotional power. But it’s essential to understand what to know about a personal loan so you can get the most bang for your buck. The smart way to begin is by reviewing a thorough guide that explains how to apply for and use personal loans. There are many online places to look, but there are also alternatives to loans. Diligent owners need to become familiar with the process as quickly as possible, which is why a guide is a core piece of the puzzle.

Pro: Can Reach Younger Demographics Easily

The socials are a prime location online to find younger professionals. Companies whose target markets include customers 30 and younger are in luck because it’s possible to gain access to a vast group of active consumers by attending to one or two social media channels regularly. Entrepreneurs who leverage the power of social media tend to focus on no more than two outlets at the same time.

Con: Older Customers Will Be Missed

For businesses that sell to middle-aged adults and those past the age of 55, social media don’t always offer a cost-beneficial or time-efficient strategy. Except for Facebook, the most active platforms are populated by users under 40.

Pro: Can Focus on One or Two Channels

It’s relatively easy to aim for a core demographic by choosing platforms carefully. Try to avoid the temptation to use several socials at once. It seems like a good idea until you become bogged down in endless posting, responding to inquiries, deleting spam comments, and other chores. Research the various platforms to find the ones your clients are most likely to use.

Pro: No Need to Learn Coding or Programming

Don’t worry about having to take a coding or programming boot camp course to use socials. The sites are designed so children can post messages, respond to questions, and engage readers.

This article has been published in accordance with Socialnomics’ disclosure policy.