Social media participation is beneficial to your business. Fact. Today actual updates on feeds and timelines are interspersed between the world’s hottest, and usually most beautiful products. But spare a thought for the sectors that’ll never look great in photo form: the skip contractors and washroom hygiene service providers. Or the industries deemed necessary but boring; like accountancy and financial planning.

If you’re one of these companies looking to harness the power of social media, how do you gain interest and build a following if you’re not selling visually pleasing or cutting edge items? How does a less glamorous industry make its mark on social media?

Your Social Strategy

First things first, don’t give up. In contemporary marketing a presence on social media sites is absolutely vital for the competitive business whatever sector you’re in. Look at the stats: Facebook currently boasts 1.2 billion monthly active users – 114 billion minutes a month are spent looking at the site on desktop PCs and smartphones. Instagram grabs 8 billion minutes of attention a month, and Twitter 5.3 billion.

What’s more, the Internet Advertising Bureau UK found that up to 80% of consumers would be more inclined to buy more often in the future on account of a brand’s presence on social media sites. Eighty-three percent of consumers said they would trial a product because of a brand’s presence on social media, emphasising the importance and power of the medium.

Using these platforms gives you the opportunity to engage with billions of potential customers, boosting your brand and your bottom line. If you’re not on social media sites you’re missing out on countless opportunities.


Facebook is the biggest player in social media, and while its now “mainstream” reputation means it’s losing ground in the teen marketplace, it remains the largest concentration of consumers in the social sector.

A good all-rounder, Facebook can be well utilised for businesses looking to share updates, engage with customers and indulge in paid advertising. This is a friendly setting, so adjust your tone accordingly – think blog rather than press release to engage with people.

Remember, if your sector ain’t exactly a “looker” you don’t have to share the nitty gritty if you don’t want to. Consider what your business is doing for charity, or your new office design instead.

Don’t underestimate the power of shock when it comes to share-ability. If you have some really gruesome statistics or unlovely images pertinent to your industry they’re likely to conjure a following. As a carpet cleaning business you might want to provide information about what festers in flooring, as a careful reminder of why your services are important.


Keep your Twitter feed stocked with relevant industry news, and don’t forget to re-tweet positive feedback from customers. Keep in mind that not everything you send has to promote your business. Doing so is overly self-gratifying and seen as bad form; nothing will send your followers fleeing faster. Instead, populate your feed with information from your own business, the sector as a whole and even just interesting news from the wider world.


Built for professionals, this is a great place for businesses to make industry contacts. Because this isn’t a consumer-driven platform it’s not so important to look visually appealing here as it is on the likes of Facebook, Pinterest or Instagram. Use your profile to make connections and set up meetings.


Too often overlooked, Google+ is relatively new player and a bit of a combination between Facebook and Twitter. Use it in a similar fashion. Keep it well stocked with interesting and appealing news, as well as your company updates and bear in mind that anything owned by Google is a place your business should be.

So what, your business isn’t typically glamorous? Social media is still something you should be doing. You need to be in it to win it.