It is important to point out that social media marketing for brick-and-mortar organizations is no less valuable than for online types. A physical presence has its own set of limitations, such as limited exposure and fixation in one location. Nearby communities might be well-aware of such stores, but the majority of areas where such organizations are absent result in an unexposed market. Therefore, social media can increase the overall reach of brick-and-mortar organizations by establishing a strong online presence with relative ease.
The first major influence is brand awareness increase, which is difficult to achieve for such categories of organizations since physical adverts can be effective to an extent. The second social media influence is the reach for better talent. A company might be offering appealing employment conditions and contracts to attract highly professional talent, but the final offers might be given to individuals with average or subpar qualifications.
Platforms such as LinkedIn can enable a wider range of talent pool assessments, which will directly impact organizational performance. The third major influence of social media platforms on brick-and-mortar organizations is manifested in the fact that such measures can increase customer satisfaction by offering products and services in a more convenient and engaging manner through promotions, sales, and special deals. Informational and entertainment elements can be used in conjunction to increase customer engagement with an organization, which can also facilitate word-of-mouth marketing.
However, expecting instant feedback on a social network is a mistake. It is important to focus on realistic goals and understand that such a marketing strategy is long-term. It is necessary to count on the implementation of this strategy for at least two or three years. It will take enough time to form a reputation, the image of a company or a product, to establish contact with consumers, and only then the first fruits of the project will appear.