I'm still not convinced that every business is ready to invest in a social media strategy. There are companies like Apple who have incredible brands, fantastic advertising, and great products that drive marketing through their user community. Apple doesn't need to be active in social media to survive and flourish. Other companies are at the opposite end of the scale, with customer service and customer satisfaction issues. Avoiding social media may be a good strategy until they can fix their processes and products.
But, for the company that wishes to capture market share, build authority, build influence and grow their business, social media is a low-cost, high effort means of doing so. I say high effort because it does require time and dedication from you and your team to produce content and provide value to grow your audience and build out a community. This is especially true of small businesses which don't have the monetary resources to 'buy' the advertising necessary to grow.
Social media has become vital to a small business's marketing plan! The persistent question is: "how can your business get the most out of social media marketing?". Find out in The Small Business Guide to Social Media Mastery, a brand new infographic brought to you by MarketMeSuite and Placester!