Social media for business: A fad or a permanent shift in how we communicate?
Isn’t Twitter a waste of time? Isn’t Facebook for the kids?
Not anymore.
It’s true that Twitter and Facebook started out with very ‘non-business’ objectives. The founder of Twitter actually did invent it so you could tell everyone you were going to the shop to get some milk; and anyone who has seen the movie The Social Network knows about the very lowbrow origins of Facebook.
Other social media platforms include LinkedIn, Google+, YouTube, Pinterest, Instagram, Snapchat, Foursquare, Quora, Tumblr, Vine, Flickr and MySpace, among others.
In recent years savvy marketers and business owners have worked out how to use social media VERY effectively for communicating with the market place, in a new way.
Traditional marketing, like advertising, is a monologue. A one-way conversation, coming from the advertiser. There’s no interaction in a TV or newspaper ad.
Modern marketing—including social media—is about engaging in a dialogue with people. It’s about creating two-way, value-adding conversations (albeit, online ones) with people who are interested in what you do: your ‘followers’, ‘friends’ and ‘connections’. It’s about helping them, listening to what they have to say, and letting them know about useful, relevant information.
This creates a sense of community and stronger relationships. Certainly stronger than any advertising can ever create. We have entered a whole new era, and social media is not just reshaping the marketing landscape, but it’s changing journalism and media, and is even acting as a catalyst for social change, allowing people to combine their collective voice. We’ve witnessed that in world affairs, for example in Egypt where Facebook was used to organise protests.
If you’re still not convinced that your business should actively get involved with Twitter, Facebook, LinkedIn, Google+ or other social media platforms, consider the flipside.
Can you afford not to at least monitor Twitter, for example, to see what is being said about your industry, your business, you? Using social media management software like TweetDeck, HootSuite or SproutSocial you can efficiently monitor your various social media accounts using the one app to display your feeds from a number of different platforms, notifying you when people mention you, your brand, reply to you, ‘favourite’ or ‘like’ your updates and posts, and so on.
We think it makes sense for any business to monitor what’s being said about them—and about their competitors—in social media.
We also know of many success stories of small business owners who are using Twitter, Facebook and LinkedIn as a very effective way to generate referrals and to drive traffic to their website.
Social media works if you learn how to work it.
Obviously the purpose of this article is not to teach you how to use these tools. That would take a book or complete course, not an article.
Its purpose is to open your mind to the possibilities—if it hasn’t been opened already—of how your business can learn to use and benefit from social media as part of your business’ marketing mix.
To start you along that learning curve, take a few minutes to watch this Socialnomics video. The statistics mentioned in it are phenomenal.
At the 1-minute mark you’ll see a quote by best selling author Erik Qualman, “We don’t have a choice on whether we DO social media, the question is how well we DO it.”
And at the 3:50 mark, “Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.”
We are just starting on the path of learning how to best use social media, and by no means are we proclaiming any degree of expert competency. (Yet!)
The question, we believe however, is not whether your business should use social media, but how should your business best use social media.
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Buying and selling property rarely lines up perfectly. The logistics of it all can be incredibly stressful. If you’ve found the perfect next home but haven’t sold your current one yet, a bridging loan can make your move easier, without having to wait on your current property sale. What is a bridging loan? A bridging loan is a short-term loan that gives you the funds to buy a new property before your current property has sold. It’s designed to bridge the gap between buying and selling. These loans are generally interest-only and are typically offered for up to 12 months, giving you time to sell and settle on your current home while already owning the next one. When would I need a bridging loan? You might consider bridging finance if: You’ve found your next home but haven’t yet sold your current one. You want to avoid renting or moving twice between sales. You want more time to prepare your home for market to get the best sale price. You're building a new home while still living in your existing one. How does it work? Peak Debt: The lender combines your current mortgage, the cost of the new property (including stamp duty and legal fees), and any interest (if it’s being capitalised). This total is known as your Peak Debt. Interest Only: During the bridging period, you’ll typically pay interest only — or the interest may be capitalised (meaning it’s added to your loan rather than paid upfront). Sell Your Property: Once you sell your existing home, the sale proceeds are used to reduce your Peak Debt. End Debt: The remaining balance becomes your End Debt, which then continues as a standard mortgage. An example of a bridging loan. Your current home loan = $200,000 New home = $800,000 Total bridging loan (Peak Debt) = $1,000,000 After selling your home for $600,000, that amount is used to pay down your loan Remaining loan (End Debt) = $400,000 Things to consider. Like any major financial decision, it’s important to understand all the moving parts before you commit. Time pressure: You typically have 6–12 months to sell. If you don’t sell in time, the lender may step in to sell the property and/or charge default interest. This is an extra interest rate that a lender charges when you fail to meet your loan obligations — in this case, not selling your property within the agreed timeframe. Interest costs: If interest is capitalised, it means you're not making repayments during the loan period, so the interest gets added to the loan balance instead of being paid separately. This means your loan grows each month. Making even small repayments can help keep this under control. Equity & serviceability: Lenders will assess how much equity you have and whether you can manage the loan during the bridging period. Loan-to-value ratio: If your End Debt ends up being more than 80% of the new property’s value, you may have to pay Lenders Mortgage Insurance (LMI). Existing loan setup: If your current lender doesn’t offer bridging loans, refinancing may be required — sometimes triggering break fees if your existing loan is fixed. This means you may have to pay a penalty if you end a fixed-rate home loan early (before the agreed term is up). Is a bridging loan right for you? That’s the big question. Bridging finance can offer flexibility and peace of mind, helping you move forward with confidence rather than being held back by uncertain sale timing. But it’s not without risk or cost — so it’s vital to understand the structure, timeframe, and repayment expectations. If you’re considering your next property move and want tailored advice on whether bridging finance suits your situation, talk to the team at Ascent Property Co. or Ascent Accountants. We can also put you in touch with finance brokers to discuss what is best for you.
That work perk might be costing you more than you think… Fringe Benefits Tax (FBT) is charged at a whopping 47% — the same as the top personal tax rate. That means lower salary or fewer benefits. So, while salary packaging can save tax, in many cases it ends up costing you more.
If you’re expecting a higher income this financial year, now is the time to act. We’ve put together 9 Smart Tax Planning Tips that could save you thousands — but they only work before 30 June.
