In a different post in a different thread I was mentioning something about this.
To me (your results may vary), all of these things need to be taken into context. What I mean by that is what are each of the channels your company might communicate to its audience -and- what does each channel bring to the table. A quick example of what I mean by channels:
-Flyers in the mail
-Flyers in the newspaper
-Search engine marketing (SEO
blah blah blah blah
Each and every one of those has a different set of how and why they are able to reach their audience. Now that they have their audience, they charge you some fee for communicating some sort of message.
Look at each one and figure in your own head what people are doing for each of those channels.
What are people doing when they listen to radio or watch tv?
What are they doing when they are on Facebook, Pinterest, Instagram, etc? (Twitter is way different)
What are they doing when they are reading the paper?
It should become quickly obvious that they are doing wildly different things- and that means the messages you can successfully send them are wildly different.
Now, lets go back and modify/clarify the original question in to two separate ones:
1. do cleaning companies need to have social media profiles?
2. do cleaning companies need to advertise on social media platforms?
FB/Twitter both provide EXCELLENT ways to communicate to your customers. FB provides a way for them to communicate back to you while Twitter kind of gives you a way to broadcast out (more like a radio).
I'd say that in today's day and age, having a FB page where customers can come and leave comments and ask questions might be pretty good. You can answer questions, solve issues, and even broadcast out special news like sales, etc.
Everyone's results will vary- but the population has moved into the social media era so it stands to reason it might make more than less sense to establish, groom, and cultivate a FB presence.
I figure people are on FB wasting time. Farting around while at work or at home. It has taken the place of the television for providing that mind numbing distraction.
You can reach those people for sure. But remember that your message needs to be aimed at them with consideration as to what their mindset is.
True, it is possible that something can go 'viral' and you get lucky and a message gets shared much further than you originally imagined. (Tsunami's do hit every once in a while- but people don't avoid the coast line because of it... neither should the argument that 'you should advertise on social media because it might go viral' hold any weight).
If you are interested in getting advertising out there to boost your brand awareness- I can think of a few other places, but FB is probably pretty hard to beat (YT videos and good old fashioned Press Releases are probably better, or at least equal).
If you want to spend ad dollars on getting hot leads- PPC and getting ranked at the top of local results for the appropriate phrases are flat out the best...
You have to spend money to get your message in front of people (yes, you can swap time for money on the social media thing).
Would you rather spend it on:
1- the person mindlessly scrolling through their FB feed?
2- the person who is desperately searching the internet for 'carpet cleaners near me' or 'move out cleaners honolulu' (insert your local area for honolulu)?
I'd suggest that the right answer is as different as all of us are- but it is probably somewhere in between where most of us would want to do both.
Hope that helps/