This is the second in a two-part series. The first part was posted 8-3-17.

So you’ve presented your ideas, even proposed a social media plan, to your client, encouraging him to get his company started on social media. But, he’s still not convinced. If that’s the case, here are some additional thoughts to help persuade him that this endeavor is well worth the time and effort it takes to be successful.

Recent statistics show that there are 3,773 billion internet users worldwide, 2,789 billion who are active social media users. And the growth in number of users continues, with a 10 percent growth in internet users and 21 percent growth in active users this year.

In the United States alone, just 10 years ago, only 7 percent of the U.S. population used one or more social networking sites. That figure has now climbed nearly tenfold, to 65 percent. Of those who use the internet, a massive majority – 76 percent – of Americans use social media.

Without a social media presence, your client is missing out on an enormous audience.

Check out these four specific reasons for convincing your client to get active on social media.

* Visibility – Just getting the client’s name out there keeps them in the forefront – among customers and potential customers. Name recognition is the key to penetrating the overwhelming amount of clutter we see every day. Become a part of the conversation. Connect with customers and potential customers.

* Brand Loyalty – A report published by Texas Tech University shows that brands active on social media generally earn higher brand loyalty from customers. The report concludes, “Companies should take advantage of the tools social media gives them when it comes to connecting with their audience. A strategic and open social media plan could prove influential in morphing consumers into being brand loyal.”

* Opportunity to tell your story – People like doing business with people, not companies. Having social media accounts through which the company can tell its story, share its vision, show its “personality” as a brand, communicate what causes it supports and demonstrate its compassion is essential in today’s social climate, particularly among millennials. Of utmost importance is for the company to share its passion about a cause. This will potentially attract customers and increase sales. From a February 2017 Forbes article, “millennials are more receptive to cause marketing than previous generations and are more likely to buy items associated with a cause.”

* Monitor competitors – Whether on Facebook, Twitter or LinkedIn, your client’s competitors are likely active on social media. They are sharing messages every day with their customers – that is, your client’s potential customers. Learning what messages the competition is sharing, and the reaction they get from their audience via social channels, is extremely valuable. And monitoring competitors’ activities not only keeps your client in the know, but also can provide critical insights about your client’s industry.