Platforms like TikTok are becoming integral for SMBs to reach their audience across different geographies

By Indika De Zoysa

It goes without saying that social platforms have evolved from a mere communication tool to a powerful catalyst for business growth. For businesses in Sri Lanka, leveraging social media is now optional but essential for navigating the competitive landscape and achieving sustainable growth. Predominantly, during the last ten years, I have witnessed the transformative impact social media can have on local and global businesses.

The power of social platforms for businesses

Social platforms have revolutionized how businesses interact with their customers, offering unparalleled opportunities for engagement and growth. These platforms provide a cost-effective means for Sri Lankan businesses to reach a diverse audience, build brand awareness, and drive sales. Platforms like TikTok have become integral to marketing strategies, offering tools for targeted advertising, customer insights, and direct communication. By leveraging these tools, businesses can create compelling content that resonates with their audience, fostering deeper connections and driving customer loyalty.

Moreover, these platforms enable businesses to stay agile and responsive to market trends. Real-time customer feedback allows companies to adapt their strategies quickly, addressing issues and capitalizing on new opportunities. For example, small businesses can use social media to test new products, gauge customer reactions, and make data-driven decisions without expensive market research. This agility is crucial in the fast-paced digital environment, where consumer preferences can shift rapidly.

A strong online presence is crucial

Building a solid online presence is essential to effectively leveraging social platforms for business growth, especially for SMBs (small and medium businesses). This begins with creating a cohesive and engaging brand identity across all social media channels. Consistency in branding—whether through visual elements, tone of voice, or messaging—helps build recognition and trust with your audience. Additionally, businesses should focus on producing high-quality, relevant content that provides value to their followers. This could include informative articles, engaging videos, or interactive posts encouraging user participation.

Engagement is another critical component of a successful social media strategy. Businesses should actively interact with their audience by responding to comments, participating in conversations, and addressing customer inquiries. Building a community around your brand enhances customer loyalty. It generates positive word-of-mouth, which can significantly impact business growth. Social platforms also offer analytics tools that provide insights into audience behaviour and campaign performance, allowing businesses to refine their strategies and optimize their efforts.

Harnessing the potential of social platforms in Sri Lanka

Sri Lanka presents a unique landscape for social media-driven business growth. With 14.58 million internet users and 7.20 million social media users (32.9 per cent of the total population), a vast and expanding audience is eager to engage with brands online. Businesses in Sri Lanka can leverage this opportunity to tap into new markets, foster local and international connections, and drive innovation.

One key aspect of social media in Sri Lanka is the emphasis on community and cultural relevance. Businesses can build stronger connections with their audience by tailoring content to resonate with local values, traditions, and interests. Collaborations with local influencers and participation in community events can further enhance visibility and credibility. Additionally, businesses should be mindful of the diverse linguistic and cultural demographics in Sri Lanka, ensuring that their social media strategies are inclusive and representative.

The future is promising

Looking ahead, social media's role in business growth is set to become even more prominent. As new platforms and technologies emerge, businesses must stay informed and adapt their strategies accordingly. Innovations such as artificial intelligence (AI) are likely to shape the future of social platform marketing, offering new opportunities for engagement and growth.

For Sri Lankan businesses, embracing these trends and continually evolving strategies of these platforms will be crucial for maintaining a competitive edge. By staying ahead of the curve and leveraging their full potential, businesses can unlock new avenues for growth, innovation, and success.

In conclusion, the power of social platforms as a tool for business growth in Sri Lanka is immense and undeniable. These platforms can drive substantial growth and achieve long-term success, especially for SMBs. As we navigate the ever-evolving digital landscape, embracing social platforms as a strategic asset will be vital to thriving in today’s competitive market.

(The writer is the Chairman of The Federation of Information Technology (FITIS))