dislikeI came across an article on Mashable today entitled “Marketers Use Facebook Despite Believing it May Be Ineffective.” Wait. What?

As someone who believes wholeheartedly in the power of branded digital communities, is eager to learn as much as I can about social technologies that exist and are being created and a marketer myself, this headline caught my attention. Yes, I was aware that marketers use Facebook, here at Social HubSite, we do ourselves. Yes, I have my own doubts about the network – it’s the very reason I work hard behind the scenes at Social HubSite to promote what we have to offer as a supplement to traditional social networking. However, I was not aware that I was in the majority with this train of thought. Want to learn more? Stay with me here.

The Study

The Mashable piece goes on to mention that, according to a recent Social Media Examiner study, the 2014 Social Media Marketing Industry Report, nearly 100% of marketing professionals polled claimed to use Facebook in business-to-consumer (B2C) marketing and 89% used it in business-to-business (B2B) marketing endeavors. The percentages probably don’t come as a surprise. The next one might, however.

Even with the high percentage of marketing professionals using Facebook to communicate and rally their digital communities around their brands, 57% think their posts make no difference whatsoever, or aren’t really sure. That’s only a 43% satisfaction rate. That means that even with all the effort and hours put into a social effort, most feel as though their actions aren’t worthwhile.

The Answer

To me, and probably to you too, you know that time spent on the job is critical. There’s only so much of it; it’s limited. That means that, especially when trying to promote a product or build a community of solid brand ambassadors, each effort must count. It means that time is literally of the essence. Wasted time means wasted opportunities, lost conversions and shattered dreams of success. That might be a little dramatic, but you get the point. Who wants to put time into something that’s worth very little? I know I don’t; I’m guessing you don’t either.

All this goes to say that, while some – a large majority – might wonder whether their Facebook efforts are effective, there are other options. In fact, the premise behind using a social network to connect with a targeted digital community is spot on.

Digital communities are essential for brands to grow. In fact, a solid digital community can be the difference between a brand making it somewhere big and never getting off the ground. It’s that simple. When support exists – just like in any other area of life – any given initiative, product, service, brand or company is more likely to be successful.

Digital communities provide feedback. They allow customers to connect with companies. They allow companies to share vital information and to learn from the very individuals who decide whether their doors stay open each day or close for good. Communities allow for growth. An engaged, active digital community, regardless of size, generally coincides with a healthy company on a positive growth curve.

The key is to catch customers when they’re ready to engage. To drive them to a location free of distractions that centers on your brand (while integrating with traditional networks that might not center on you quite as much). This is why Social HubSite exists. We believe in the power of digital communities and in putting time and effort into initiatives that make sense. The best part? It’s risk free. Try us out today to see for yourself what a branded community could do for you.

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