Post by Megan Totka
More businesses than ever realize the vitality of social media — 94 percent of small and medium businesses use social media as a marketing tool and recognize the many benefits it provides businesses.
However, the social media arena is always evolving, and it isn’t quite the same as it was last year. If you are not getting results using social media, there is a reason why. Popular platforms Facebook and Twitter have made three changes that every small business owner should know about.
Facebook Messenger is a shopping platform for customers
1There are some big Facebook changes that could affect your business.
Earlier this year, Facebook revealed “Businesses on Messenger,” a service that gives businesses the capability to connect with customers through its Messenger app where consumers can directly make purchases. Messenger is an instant messaging platform where users can message one another directly. Businesses will now have the ability to answer consumer questions and send details over about shipping details and approximate delivery dates. Zulily and Everlane are two retailers that are using Messenger to communicate with their customers.
Users now can connect with anyone on Twitter
2Twitter has around 288 million users every month, and the social network is a place for every small business owner. Just last month, Twitter introduced an opt-in feature that allows users to receive messages from any other user, even people they don’t follow. This feature allows companies to converse on specific problems with the public or deal with problems privately.
Google has changed its algorithm
3Once again, Google released a new algorithm update that affects Google searches performed via mobile devices. Websites that the algorithm finds mobile-friendly are ranked above sites that are optimized for laptop and desktop computers. This change is one that small business owners should take note of – comScore tells us that 78 percent of Internet searches for business information on a mobile device ended in a purchase.
If you want to transform your site and make it more mobile-friendly, start by testing it. You can see if your site is compatible with mobile devices by using Google’s Mobile-Friendly Test tool. Also ensure you are using responsive Web design for your website – this means your site uses the same URL across all devices to present information to users. If your site isn’t responsive and an overhaul is out of the budget, consider getting a different URL for your mobile site.
Social media can make a significant impact on your small business sales. Take advantage of what the powerhouse platforms can do for your business: They allow consumers to have a seamless purchasing experience and allow small business owners to reach a broader range of consumers.
What social media changes would you add to the list?