The Short Answer: Yes. But how much effort is put into social media is the harder question. The answer to that is ‘just enough.’ Keep reading and we’ll explain.
The Nuance:
Managing social media accounts can be a massive time suck for a freight forwarder. However, having a respectable website and social media presence are table stakes for any company looking to build its market presence.
Figuring out how much time and energy is the right amount to spend on social media is the hard part. The best answer for each company will be different, but a pretty consistent truth in the social media space is that companies need to do the bare minimum to show they are a living, breathing company. The goal of social (for most) is NOT lead generation. The reason is social media is pretty ineffective as a lead gen tool.
Social media is an important way to keep your brand name in front of customers and prospects, but the energy it takes to accomplish much more than that can likely be better spent on other market activities that have a more direct and measurable ROI.
