Actually, in real life (#IRL)…
Small businesses can no longer ignore social media.
I recently read the article entitled “If a Tweet Falls in the Forest, Does it Make a Sound?” by Jeff Haden, and it got me thinking…
Social media is not unlike any other technology, product, or service that goes through an adoption cycle. I think we’re well beyond the innovators, through the early adopters, and into the thick of the early majority. As a social media community coordinator, I’m able to dive in and see the advantages of social media first hand–and this list of advantages has grown from a modest number to something momentous.
Mr. Haden argues that the “Return on Tweets” is too low to really warrant much attention from small businesses. And, in his defense, he does go on to point out several of the advantages he has seen: search engine optimization, more personalized than a website, that they “can” drive business, and they provide a place to have direct conversations with your customers. However, his list excludes many of the advantages accessible to small businesses that can be realized through spending just 30 minutes a day on social media.
Additional advantages:
Integration: Of the main three media that you’ll be utilizing as a small business-Twitter, Facebook, and LinkedIn–each has their own purpose within your communications. When managed correctly, each medium serves to complement the others. The whole is greater than the sum of its parts.
Added value: Mr. Haden touched on this briefly, but I feel it’s worth expanding upon. When you interact with people in real life (#IRL) and invite them to join your online networks, you open up a line of communication that’s consistent and allows you to stay on the top of their mind. In addition, you may mention a service, product, or skill set they didn’t know you have.
Needed exposure: Not only do you provide an additional place for your market to find you, you become involved in networks where people will go look for you. If your presence is non-existent or haphazard, a potential customer is much less likely to utilize your offerings–especially given they’re the type of person that looked for you there in the first place. Now imagine they log on and view your LinkedIn profile, see your full listing of experiences and areas of expertise, and then notice you’ve provided a slew of answers to questions about the topic they’re interested in hiring you for, and some these answers you’ve received “good” and “best” votes for. SOLD.
Industry networking: You should not just be trying to connect with customers, but also with others in your industry. A good strategic partner can be instrumental in your bottom line. They can provide a way to reduce your costs, enable you to more effectively sell and market your offering, or be a source of leads for you–or all three!
Introductions: Going to an event? Let people know via your social networks. If others are going to be at the event, they’ll let you know. Now when you meet them at the event it’s not a cold introduction. You’re one step closer to a new customer or strategic partner–or friend, friends are good too. We live in the age of technology, but we still like living in real life (#IRL).
It doesn’t cost money: If you manage your own social media, it’s not a new expense for you. You get all of these advantages by adding 15-30 minutes of additional networking each day. It is worth noting that the more you put in, the better your results; this isn’t a straight 1:1 (time:results) ratio. Think of 15, 30, and 60 minutes as intervals of 1, 2, and 3. The return looks something like this: 1:1, 2:4, 3:9.
Things to note:
Tweets do fall and no one hears them: Out of the three, Twitter posts (“tweets”) certainly have the shortest shelf life, but only in the Timeline. If someone finds themselves on your main Twitter account, they’ll see all of your great content and interactions. Also, because of their short shelf life, it’s important to post more frequently and consistently to Twitter–2-5 times a day is fine.
Patience is required: Unless you already have a strong market presence and great awareness, you’re not going to see immediate results. You need to build your online network through consistent, quality posts and interactions. People will begin to know you and know where to find your business.
I hope this has been sufficient to help you, the small business, realize the impact social media can have on your communication efforts. So what are you waiting for? Go get yourself a piece of the pie… in real life (#IRL).
Will Montague is the community coordinator for The Startup Launcher. The Startup Launcher empowers small business owners to use social media to maximize their businesses’ potential. They offer Denver-based interactive classes and private education sessions, as well as a host of media management services. For more information, visit TheStartupLauncher.com or contact him at will@thestartuplauncher.com.
