Social media is 'long-term gains, not short term returns'

7th December 2009

Businesses considering investing in social media as a way of driving up sales should not see their direction as one that will reap short-term benefits, according to an expert in the industry.

Jason Falls, a social media consultant and blogger with socialmediaexplorer.com, explained that the whole idea of the platform is to slowly cultivate a long and meaningful relationship with the consumer, thus driving them to return to the small business in IT or shop of choice.

He argued that businesses will spend "way less money" on social media than on print or television advertising as well as direct mail, though social media does not often result in immediate returns on that.

"You can drive big numbers and short-term transactional activity better with advertising. But if you want long-term, sustainable customer relationships, you can spend less per month/year/quarter using social media."

Last month, Econsultancy's Social Media and Online PR Report discovered that micro-blogging through such platforms as Twitter is now the most widely adopted social media tactic and is used by 78 per cent of respondents to the survey.

According to a recent survey by Connect, the two biggest IT headaches for businesses were 'everyday hassles with IT' (37 per cent) and 'security concerns' (32 per cent).ADNFCR-1071-ID-19499349-ADNFCR