Between 50% – 70% of business decision-makers use social media to research potential suppliers before talking to them in person. In South Africa, it’s no different, and competition is fierce within a relatively small market, making it crucial to attend to the social media of your business. Yet, many companies still question its value and leave their social media pages to gather dust or fill it with useless content. This article provides insights to help companies in South Africa navigate the complexities of social media management, given what is often a confusing, risky landscape.
Different types of social
If you’re venturing into the world of social media for your business, you’ve likely encountered the terms “organic” and “paid” social media. While they both utilize social platforms, they function quite differently. Let’s break down what each entails and how they can work together to bolster your online presence.
Organic: Building brand & relationships
Organic social media is your company’s voice in the digital world. By sharing news and views and engaging with your audience authentically, you build trust, establish thought leadership, and cultivate a community around your brand. While it requires consistent effort, organic social media is a cost-effective way to nurture relationships and stay top of mind.
Paid: Amplifying your reach & targeting goals
Paid social media is like a megaphone for your message. By investing in advertising or boosting a post, you can reach a wider, more targeted audience beyond your organic followers. This allows you to grow brand visibility, drive traffic to your website, and achieve specific marketing objectives faster. While it requires a budget, paid social media is a powerful tool to grow awareness among potential buyers.
For businesses in South Africa, understanding the nuances of both organic and paid social media is crucial for effective social media management. In our experience, too few businesses use both tools to support their marketing efforts.
Where to look for results
Recently, we collaborated with an executive fixated on measuring the “ROI of social media” solely through direct sales enquiries. This narrow focus can lead to frustration and missed opportunities.
Social media, especially in B2B contexts, is primarily a long-term brand-building tool. It cultivates relationships, fosters trust, and positions your company as a thought leader. While hot leads may occasionally occur, social media’s true value lies in maintaining top-of-mind awareness throughout the buyer’s journey.
Consider the purchase funnel: It begins with awareness and progresses through interest, consideration, and finally, purchase. Organic social media primarily interacts with those already familiar with your brand, warming them up for future sales rather than closing deals on the spot.
The true metrics of social media success are an informed buyer and a potentially shortened sales cycle. Social media opens conversations, educates prospects, and establishes your company as a go-to resource.
Understanding the benefits of organic social media
There are three core benefits to maintaining an active and curated organic social media presence for your company:
Establish credibility and trust
An active social media presence signals that your business is not only operational but successful. It conveys a sense of transparency and engagement, demonstrating that you’re confident in what you do and easy to connect with. These days, potential customers often research companies online before making a purchase. A consistent social media presence builds credibility and trust, showing that you’re “open for business” and ready to engage.
Showcase your brand
Social media is your digital storefront, a place to showcase your unique company culture and successes. With clear messaging and informative content, you can attract not just any clients and employees but the right ones—those who align with your values and appreciate what sets you apart. Highlight your commitment to safety and professionalism, or showcase your creative spirit and innovative solutions. Social media provides a window into your business, allowing you to attract the right kind of interest instead of time wasters and misfits.
Boost employee engagement
A strong social media presence isn’t just about external audiences—it also plays a powerful role internally. When employees see your company is actively sharing its values, achievements, and culture on social media, it fosters a sense of connection and pride. This can translate into increased engagement, better teamwork, and even a desire to share the company’s content with their own networks.
Internal ownership is the key
While outsourcing specific social media tasks or campaigns can be helpful, your company’s brand voice should always remain authentically yours. Outsourcing your social media presence risks diluting your unique identity and missing opportunities for genuine engagement. No one takes your business brand as seriously as you and your team.
Effective social media requires a collaborative approach. It’s about harnessing insights from across your organisation to create content that resonates with your audience. Regular marketing meetings to brainstorm ideas, update your content calendar, and ensure executive alignment are crucial. You can’t leave social media only for a junior person – it needs senior buy-in and input.
Consider the case of Bosch Holdings, a multi-disciplinary engineering and consulting company based in Durban, South Africa. They partnered with us to establish an internal marketing function and empower their team to take ownership of their social media presence. The result? An active LinkedIn page that they manage themselves and that authentically reflects their brand and engages their target audience.
When strategically managed, a consistent, authentic social media presence delivers tangible benefits far beyond immediate sales. It builds credibility, fosters relationships, and ultimately supports long-term growth for your business. Invest in your social media through a clear strategy and proactive management, and watch your brand stand out from the clutter.
Tackle your social media project with Firejuice
If you’re looking for expert guidance to navigate the complexities of social media management in South Africa, consider partnering with a specialised marketing consultancy like Firejuice. We can coach your internal marketer or help you manage your social media as a part-time marketing coordinator.
