Social Media – 3 Considerations for Small Businesses

As a small business owner, you may feel like you are missing something if you are not considering social media as part of your marketing strategy. Depending on your business, it is highly likely that a number of your competitors have already jumped aboard the social media bandwagon. I recommend you take the time to establish the channels they are using, the content they are generating and how frequently this content is updated. This information will undoubtedly contribute to the structure of your own social media marketing strategy, and even determine whether such a strategy is suitable for your business at all. I have identified three elements of social media campaigns that should always be at the forefront of your mind when generating content on various channels:

1.       What are your customers thinking?

If truth be told, everybody is still learning how to apply the most effective social media strategies. Social media exists as a two-way interactive conversation with your audience. Get it right, and your audience will be more engaged with your business and product. Get it wrong, well, the consequences can be brand damaging and uncontrollable. The recent Qantas Twitter campaign (http://www.bbc.co.uk/news/world-asia-15852965) is just one of several recent examples of businesses failing to appreciate that a social media campaign is NOT a traditional marketing campaign like an advertisement. Customers (and non-customers) have the opportunity to answer back in an easy and very public forum. Should you misjudge the mood or the sentiment of your communication, you could find yourself in big trouble. My recommendation for small businesses would be to identify up to ten most loyal customers or clients. Do not be afraid to approach them with ideas for content of your social media campaign. They like your business and they will almost certainly like the idea of being asked for an opinion. In Qantas’ case, my guess is that they would have only needed to contact a handful of customers with the idea for their proposed Twitter campaign before being told that it wasn’t a good idea.

2.       How much time can you devote to your social media campaigns?

One of the biggest mistakes that I see small businesses making time and time again is an inability to maintain a presence or regularly update content across numerous social media channels. The initial excitement of having a dedicated Facebook page or Twitter feed subsides only for the realization to set in that there is no one formally in charge of producing content. A failure to update content on a regular basis (which can become a chore) is a surefire way to lose your audience’s attention. Social Media campaigns for the small business are rarely an instant, quick win marketing solution. They need to be cared for over weeks, months and years to build up an established and loyal following of people who are genuinely interested in what you have to say. If your small business cannot devote enough man hours per week on these campaigns, consider restricting yourself to the use of just one social media channel initially. Furthermore, don’t forget to plan your content in advance.

3.       Is your content either informative or entertaining?

While the ultimate aim of a successful social media campaign is to attract customers and sales for your small business, the content you choose to generate on the various social media channels should not be so single-minded in its objectives. People choose to be a fan of a particular Facebook page or a follower of someone on Twitter either to be informed or entertained. They do not wish to be sold at. Before posting any content from your small business in the digital space, simply ask yourself whether it is either entertaining or informative. If it is neither, there is a very high likelihood of it failing to engage its intended audience. Simply using a Twitter feed to highlight the latest deals that you are offering is not a strategy that is going to build you a base of loyal, interested and relevant followers.

Social Media offers small businesses a fantastic opportunity to engage with their customers like never before at a very personal level. Pay careful consideration to the three points I have mentioned above and you will find it to be a rewarding and cost effective addition to your business’ overall marketing strategy.

Robin worked as Marketing Manager at top five global retailer Tesco plc for five years. He is currently studying for a Professional Certificate in Digital Media Marketing at New York University and seeking a Marketing Manager position in the New York City area. www.robintheakston.com