Small Business Marketing and Social Media

05/02/2012 — Matt Nagel

On an average week, over 800 million users share more than 3.5 billion messages on it; 56% of consumers say they are more likely to recommend a brand after becoming a “fan” on it; and 75% of small businesses have already created “profiles” on it … and that’s just Facebook. Add in other social media giants like Twitter, LinkedIn, YouTube, and Google+ (to name a few) and you are looking at over a billion users and countless numbers of interactions – interactions that small businesses may benefit from.

With the wave of social media outlets comes exciting new opportunities to interact with your customers. Customers are free to chat with each other, contact your company, recommend your company, and be exposed to your brand 24 hours a day, 7 days a week.

If you are ready to get started, or simply trying to take your current social media presence to the next level, here are some things to keep in mind:

1. Develop a Plan: Be sure to implement a solid marketing plan to guide your social media attack. Take into account things like where content will come from, what the content will pertain to, and which social media channels best suit your business.

2. Content is King: In social media, content is everything. Good social media is fun, current, and interactive. Avoid sending out 140-character advertisements and waiting for the phone to ring. It’s great if you happen to make a sale or catch a lead from social media, but that’s not its purpose and you’ll probably end up ignored rather than the center of attention.

3. Set Goals: It is important that the social media plan you develop is driven by goals. However, social media success cannot be measured in follower counts alone. If you’re a small business, you’re probably not going to keep up with the Coca-Colas (40 million Facebook likes) and the Starbucks (2.3 million Twitter followers) of the world. Be realistic. Set your sites on customer interactions at various levels. This kind of organic approach to social media will give you immediate results and develop your followers in the long run.

4. Social Media Isn’t Free: Sure you can get your company accounts for free on most, if not all, social media sites—but that doesn’t mean there isn’t a cost involved. Time is a necessity for a blossoming social media presence and for upkeep once you have a presence established. Dedicate a small amount of time to social media at the outset of your using it, then watch it grow. Social media accounts need to be nurtured, grown, and maintained – and that takes time.

5. Follow the Leader: Identify some businesses you admire in social media and take tips or hints from their approach. The important thing here is not to replicate – that would be unethical and ineffective. Take what you learn from these models and put your business’ own unique spin on it and tailor it to your audience or client base.

Like it or not, social media is a necessity in today’s marketplace. Whether you’re an independent store or a big box giant, chances are extremely good that most of your customers use a social media outlet. The good news is, now you can reach them in a way you never could before. It’s never too late to jump into the social media stream. With a little time and a little patience, social media can give your business a real lift.