Visibility and social proof are two fundamental characteristics when it comes to business branding. While big companies already have both, small businesses and startups don't. Social media gives companies the components required to create brand awareness and establish a name without the high costs traditional media outlets require.
Also, since brand awareness brings business growth, the ultimate goal for any company; passing up a tool that can accomplish this, isn't the most profitable decision.
Social media and visibility
Companies gain visibility through being seen; being online allows for this to take place. People use the internet to read the news, to find answers to medical queries, trips, trends, academic research, and to socialize. It is safe to say that the internet has become the number one stop for individuals in regards to most daily life aspects.
Studies back this up and show that people are spending more time online and on social sites versus traditional media sources. Numbers also show that buyers are highly influenced by a business' online presence for purchase and reliability.
71% of social media users say they are more likely to purchase from a brand they are connected with (Balihoo), and brands on Facebook gain a 185% increase in their Web traffic (MarketingProfs).
So, if people are online and businesses aren't, companies are not being seen. This means they are missing
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