3 Ways Small Businesses Can Kill It Using Social Media

Some small businesses I know have shied away from social media, and I think there are a few reasons. One is that they don't have the technological savvy to pull it off themselves. Another is that they simply don't have the
time. But I think the biggest reason is that they just don't see how it will benefit their business. The truth is, maybe it won't - especially if they don't have a strategy going in. A small business engaging in Facebook, or Twitter, or whatever is likely to accomplish exactly nothing if they don't now where they're headed with it, why they're doing it, and what they want to accomplish.  Here are a few things that small businesses can hope to accomplish through social media.

1. A new marketing channel.

This is a weak reason, but nevertheless I don't think we can ignore it. Sometimes people do business with you just because you were top-of-mind when they needed something. Social media gives you another way to get in front of your customers, and in a place where they spend a ton of time. But don't think of it as another place to advertise and stop there. The real power comes in the interactive nature of social media.

2. Better ability to shape your company's image.

People will talk about your business on social media. They'll say wonderful things and they'll say terrible things. You have a choice to make, you can stick your head in the sand or you can join the conversation. Sites like Yelp et al have completely changed the game. I remember the feeling of checking my small business' Yelp page and hoping and praying that nobody wrote anything bad.  You know what? Somebody eventually will. The worst thing you can do is ignore. Dissatisfied customers will tell their friends. Social media is the only place where you can monitor what's being said, and jump into the middle of the conversation and offer to make it right.



3. Customer engagement.

But please, don't stop at being reactive to customer complaints. Use social media to communicate what your company is about, your values, your vision, and yes, your sales. Engage them with your business. Use social media to have conversations with your customers. Traditional advertising lets you talk at your customers. Social media lets you talk with them. This is the biggie. This by itself is reason enough to make the social media leap. Your customers are using social media. More and more they expect to be able to engage with people and businesses without picking up the phone or making the trip to a physical location.

Not every small business will make the leap into social media, and that's OK. I can imagine some businesses that will do just fine without it. However, if you think your business could benefit, then by all means, step up to the social media plate.