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JIMINY SELF-HELP HANDBOOK 16

users to interact with our brand. It is possible for small businesses to survive without a social media
presence, it all depends on the market they serve, how their customers and users do business, and
their distribution approach.

Source: https://www.laquagga.com/cual-red-social-me-conviene-un-detalle-que-no-debe-dejar-escapar/

Within that context, it is not difficult for a business to succeed. However, it is difficult for a start-up
whose intention is to succeed in a big way to do so without social media presence; they must take
advantage of it as the best way to reach new audiences with a minimum expenditure. Business owners
have a responsibility to provide good customer service and monitor their needs; with these social
platforms they have the opportunity to stand out from other competitors by distinguishing themselves
in services and customer service. As time goes by, companies are becoming more aware that social
networks are the easiest way to connect directly with their customers.

The most complex issue is finding the right balance. Sometimes it is difficult to separate marketing
from the mindset of being on social media all day. It is also important to know the procedures needed
to use it correctly; from knowing how to advertise on Facebook, to getting involved with the audience
on Instagram.

When managing the social networks of a business, the following advice can be followed:

1. Know your audience: It is crucial to understand the main profile of your clients and approach
them accordingly. Your students need to learn how to study their needs, desires and
behaviours, and their strategy will improve its results.

2. Show a consistent image: It is essential to show the same image in different social media
accounts (Facebook, Instagram…). This way a perfectly defined business image will be created.
This also includes talking with the same approach in social media and websites, even if
(obviously) the tone is not going to be exactly the same.