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Why Your Brand Still Needs Social Media

Why Your Brand Still Needs Social Media

by | Mar 13, 2019 | Blog, Marketing, Social Media

New reports show an overall decline in social media use. With dropping numbers, why should businesses continue to use social media use? Here’s seven reasons why your brand still needs social media.

Highlights:

  • Social media usage has seen a steady decline in usage over the past two years.
  • Having a presence on social media shows that your business is current, approachable, and interested in meeting their customers where they are.  In fact, it is often more noticeable when a business does NOT have social media accounts than when they do.
  • Success should be determined when a marketing strategy delivers against business goals, where social media is a part of the overall strategy. It is a classic case of the whole being greater than the sum of the parts.

Marketers have been speaking anecdotally about the decline of social media for a solid year, but now we have data to support our instincts. The Infinite Dial 2018 report, which explores consumer usage of media and technology, has found that for the first time ever, both Facebook and Twitter use declined in 2018, from 67% to 62% and 23% to 21%, respectively. Overall, social media usage has decreased from 80% in 2017 to 77% in 2018. To put that in perspective, social media usage has increased an average of 7.77% over the last 9 years.  Experts predict that we will likely see continued decline in 2019.

So, given those statistics and predictions, why should businesses continue to use social media? In a saturated market with declining audience interest, what’s the point?

Here are seven reasons why social media is still worth your time and effort

1. It’s expected.

Much like consumers expect any company worth doing business with to have a well-thought out, updated, user-friendly website, they also expect to be able to find them on social media. Having a presence on social media shows that your business is current, approachable, and interested in meeting their customers where they are.  In fact, it is often more noticeable when a business does NOT have social media accounts than when they do.

2. It’s a branding tool.

Social media allows consumers who otherwise wouldn’t know about your business to discover it and learn what it’s all about. Consistently publishing to social media results in your brand remaining top of mind when a potential buyer is looking for your product or services.

3. It’s a way to build authority.

Social media isn’t just a way to tell consumers about your brand; it’s a way to show your audience that you know what they care about, what resonates with them, and that you are a trusted source of information.

4. It boosts organic visibility.

The keywords used in social media and the backlinks acquired send signals to search engines that your content is relevant for a certain subject. According to Search Engine Journal, “Google has repeatedly said that social media likes, favorites, shares, backlinks, etc. are not direct ranking signals — but there is a correlation between social media activity/popularity and how/why it is ranked by search engines.”

5. It allows for easy communication.

Whether it’s to network with industry professionals, provide customer service, or influence potential customers, social media provides a free, easily accessible way to do so. And more and more customers are expecting to be able to communicate via social media with brands.

6. It builds your brand’s reputation.

All of the above reasons factor into your brand’s reputation. By delivering resources and information to customers and potential customers, providing great customer service, increasing your visibility, and being authentic and transparent, your brand is building up an online reputation that can impact your company’s future.

7. It provides an avenue for thought leadership and acts as a distribution channel.

You’ve invested plenty of time and resources creating thought-provoking content on your website, but if you don’t share that through social media channels, how many people will find it? Social media provides an avenue for your content to be distributed and, better yet, shared with networks that you wouldn’t have had access to otherwise.

The question remains, how do we measure social media success? What does success look like?

Unfortunately, many brands fall into the trap of trying to associate an increase in sales with their social media efforts. However, more and more, marketers are realizing that this is a flawed view of what social media is all about.

We have stated before that social media should be measured in terms of potential, rather than dollar amount. A recent article on CMS Wireinterviews several professionals who agree: “Alban, the founder of Your Virtual Assistant Service, said the focus of social media should not be on ROI but on growing your following to increase brand awareness, engaging with your customers to create raving fans, and educating your potential customers about the benefits of your product.” The article continues, “Social media may or may not lead to an increase in sales, but it will give you the opportunity to build relationships with your audience and deliver ‘amazing’ customer service.”

Likewise, Ben Ricciardi, CEO of the full service agency Times10, explains , “’There is no easy way to financially quantify what each social media interaction is worth. It’s much more effective to take all the marketing channels you’re budgeting for and compare it against the general lift or decline you see in sales.”

[bctt tweet=”Success, therefore, should be determined when a marketing strategy delivers against business goals, where social media is a part of the overall strategy. ” username=”Fronetics”]

Success, therefore, should be determined when a marketing strategy delivers against business goals, where social media is a part of the overall strategy. It is a classic case of the whole being greater than the sum of the parts. Vanity metrics — such as likes, follows, reach and engagement — are still important to help measure brand awareness and brand loyalty. However, given the overall decline in social media usage, these metrics must be taken with a grain of salt.

Social media is an important component of a complete marketing strategy. Despite recent declines in its use, there are still an estimated 2.77 billion people on social media worldwide. Nowhere else can you as quickly, easily, and cheaply have access to your audience. And most importantly, your audience expects you to be there.

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KFC Ran Out of Chicken in the UK: What Supply Chain Lessons Can We Learn?

KFC Ran Out of Chicken in the UK: What Supply Chain Lessons Can We Learn?

by | Mar 19, 2018 | Blog, Current Events, Logistics, Strategy, Supply Chain

More than half of the UK’s Kentucky Fried Chicken stores recently closed because they ran out of chicken. Here’s a look at what caused the issues and what supply chain lessons can be learned.

This guest post comes to us from Argentus Supply Chain Recruiting, a boutique recruitment firm specializing in Supply Chain Management and Procurement.

There’s another unfortunate entry in the annals of Supply Chain failures that burst into the wider world of business and pop culture: More than half of the UK’s Kentucky Fried Chicken stores recently closed because they ran out of chicken. We’ve written on the Argentus’ blog many times about Supply Chain misadventures, and how they can harm a brand’s reputation as well as profits – for example, maybe most memorably, in the case of Target, which had to retreat from the Canadian market after Supply Chain snafus led to empty shelves and disappointed customers.

Although Supply Chain Management is taking off in terms of recognition within business, it still doesn’t get a lot of attention from the wider world – until it fails, at which point the stresses and pressure of beleaguered Supply Chain teams become an object of fascination as the organization races to play catch up and get things back online.

KFC’s UK operations are the latest such story. On February 19th, outlets began reporting about the closure of about half of the chain’s 900 stores in the country, due to delivery failures after changing their 3rd Party Logistics (3PL) provider from Bidvest Logistics to DHL. A few weeks later, reports are that a number of stores are still closed, with front-line workers being encouraged to take holidays as the company sorts out its deliveries and tries to account for the failures. It’s no wonder that the closures have been met with derision across the internet: delivering chicken to the people is pretty much KFC’s #1 job.

So what has caused the issues, and what lessons are there to be learned?

According to the BBC, KFC recently switched its 3PL operations from food specialist Bidvest Logistics to international heavyweight DHL – the latter being a company with operations in a number of different industries, now navigating a country-wide Supply Chain out of one distribution centre location. In short, DHL took over the contract on Valentine’s Day, and delivery failures started to happen on February 16th – an extraordinarily short time table for Supply Chain issues to get so dire that customers see disruptions.

While there’s some disagreement among experts about the exact cause of the failed deliveries, speculation is that many of the problems can be attributed to the fact that DHL has one distribution centre location serving the entire country –  a bottleneck that wasn’t seen with the previous 3PL provider, who had six distribution centre locations.

While Supply Chains gain a lot of their competitive advantage from offering lower costs and greater efficiencies, it seems that the shift in providers was a cost-cutting maneuver that’s ended up costing the company’s brand — with some analysts predicting something on the order of 20% of a hit to the company’s share prices once the disruption finishes shaking its way through the system. It underscores the importance of sound planning and reliability in Supply Chain Management in an era where companies are looking to gain an edge with margins wherever they can. It’s also great evidence for what many of us know: an approach that puts cost-cutting first can cause more problems than it solves.

John Boulter, the Managing Director of DHL’s operations for retail in the UK and Ireland issued a statement saying, “The reasons for this unforeseen interruption of this complex service are being worked on with a goal to return to normal service levels as soon as possible. With the help of our partner QSL, we are committed to step by step improvements to allow KFC to reopen its stores over the coming days. Whilst we are not the only party responsible for the supply chain to KFC, we do apologize for the inconvenience and disappointment caused to KFC and their customers by this incident.”

Ouch. Boulter’s statement has two issues that, from our perspective, show a lack of the accountability necessary to restore credibility both with DHL’s immediate customer (KFC) and the wider base of customers disappointed that they can’t buy KFC’s fried chicken:

  • The statement attempts to shift blame onto DHL’s other partners in the deliveries (particularly QSL) in a way that looks passive aggressive. Admitting responsibility is the first step to restoring credibility when responding to Supply Chain failures, and while DHL accepts some blame for the issues, the statement doesn’t go far enough.
  • Going out of their way to describe the service as “complex” doesn’t do any favours for DHL in this situation. Of course modern Supply Chains are complex. Understanding that complexity, and being able to deliver anyway, should be considered table stakes for providers in 2018. To implicitly chalk delivery failures up to a complexity that your predecessor – in this case Bidvest Logistics – handled without issue for years, casts even more doubt on DHL’s competency. At the same time, the fact that analysts are having such agreeing on an explanation for these issues – despite the fact that KFC only has a few poultry suppliers in the UK – says a lot about just how complex modern-day Supply Chains have become.

Logistics failures leading to the closure of stores is pretty much the worst case scenario for Supply Chain teams everywhere, so all of us across the community are probably watching this story with bemused shock and sympathy for those involved.

Hopefully DHL – which is, after all, the biggest logistics provider in the world – can get these issues solved soon, but in the meantime, let us know in the comments: are there any further lessons you think that Supply Chain professionals can draw from KFC’s recent woes?

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