Social media is everywhere. Social media drives trends, fuels conversations, connects customers, builds communities, and yes, social media can grow your business. But the real question is whether your business really needs social media, says Derick Carlson, Web Solutions Manager at JHNet.
Before you rush to create a Facebook page or an Instagram profile, it's worth understanding whether social media is right for your audience, your business goals, and your current capacity
Does Your Company Need Social Media? It Depends
When deciding if your company needs social media, the first thing to consider is your audience. Are you targeting Gen Z, who practically live on TikTok and Instagram? Millennials, who are still Facebook-loyal but increasingly LinkedIn-savvy? Or Gen X and Boomers, who might prefer good old email or Google searches?
Social media allows you to engage with your audience in the spaces they already inhabit. But if your core client base isn’t hanging out on social platforms, or if they prefer direct engagement through email, events, or word-of-mouth, your social media strategy needs to reflect that. Don't just post because everyone else is doing it.
What Social Media Platform Is Right for Your Business?
Every business is different, and not all social media platforms will suit your objectives. B2B companies might thrive on LinkedIn, while lifestyle and retail brands see more traction on Instagram or TikTok. X (previously called Twitter) may work well for customer service and public commentary, while Facebook remains a staple for local businesses.
Choosing the right social media means selecting one that matches your content type, your audience habits, and your ability to keep up with engagement. Picking the wrong platform or spreading yourself too thinly across too many, is worse than not showing up at all.
Do You Actually Need Social Media? Here's How to Know
Here's the truth: not every business needs to be on social media, especially if you can't commit to showing up properly. Social media only works if you're ready to engage, respond and create content regularly. A stale Instagram account or unanswered messages on Facebook can do more damage than good.
Your business needs social media, but only if it adds value as opposed to stress. If your resources are limited or you're still defining your brand voice, it might be better to pause and focus on your core platforms, like your website, until you're ready to show up confidently.
Why A Solid Website Still Matters More Than Social Media
A well-designed, fast and informative website is non-negotiable. Social media may be flashy and fun, but your website is the digital headquarters of your business. It's where serious customers go to vet your credibility, browse your offerings and (most importantly) convert.
Even if you have social media, without a strong website, you're sending mixed signals. If your business isn't ready to post consistently on social media, your website can act as the single source of truth for customers without the pressure of daily engagement.
First Impressions Are Forever on Social Media
Let's discuss reputation. A partially neglected Facebook page or neglected Instagram messages can create a negative impression for your potential clients. If someone reaches out on social media and you take too long to respond (or worse, don't respond at all), that lead might move on fast.
Social media is a digital front desk. If it's messy, unattended or inconsistent, it says something about how you run your business. Make sure your first impression on social media reflects the professionalism and responsiveness of your brand.
Social media isn't one-size-fits-all. Some businesses thrive on it, others don't need it (yet). The key is knowing your audience, your goals, and your ability to maintain the presence you start. If you're unsure, start with a solid website, and get social only when you're ready to mean it.
For more information, visit www.jhnet.co.za. You can also follow JHNet on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of contributor