Social Media and Small Business
Misunderstandings
It is fascinating to listen to the discussion surrounding social
media in regards to the view
of some that it is a fad and to
others that it is a quick fix.
It is neither.
Now What?
So you’ve been dabbling in social media. You have a Facebook profile with a few hundred friends and perhaps you’re now on Twitter. You aren’t interested in blogging or webinars; YouTube is fun to watch but you don’t want your own channel and now you wonder if it’s time to introduce the company you work for or own to this space.
This is Business
Your social media commitment must be completely in line with your strategic objectives. You wouldn’t treat any other part of your company with this type of haphazard approach so it is not wise to do so in the social networking space. In fact, it can hurt you.
No Time - Don't Bother
Companies can get caught up in their own ‘too busy’ mentality and let things slide. Social media is not something to do ‘when you have some time’ – make time for it or you won’t see the benefits. Watch that it doesn't take too much of your time either. Yes, it is a delicate dance.
In a previous life I would consult radio stations that didn't have the money or people but wanted to do a lot of fancy things on their website to actually do very little. Do it right or don’t bother.
Hey! There Are Humans In Here!
And you will need patience and all those other traits that make you a bright business person. It’s tricky to resist the temptation to use the social web as a giant advertising medium but figure out a way to curb that desire.
Social media is not a campaign and your company will not gain millions in revenue after a handful of tweets – though there are a couple of stories where this has happened, those are rare. And if you aren’t willing to pay attention to how people interact with your company online, this may be a struggle for you.
Metrics and Missteps
Oh yes, and this is paramount. Grasp this immediately. Metrics are not the same as the ‘sleep at night’ estimates from other mediums. Just because you put up a billboard at the corner of East and South Sts., doesn’t mean anyone saw your message. That is the same with social media, it takes time and commitment.
It Begins Within
You need a corporate champion. If someone in your organization is committed to online social networking, you can begin to be a part of the conversation where your customers and potential customers may be as well.
Focus the Funnel
There are many social networking spaces but it’s difficult to keep profiles and contact on each because of the law of diminishing results. You simply don’t have the time!
Pick the channels you want and do them well. Skip the rest.
Congratulations if you are in the space with your business. If you haven’t but are thinking about it, have a blast!
@knealemann
Let's create experiences, not campaigns
This Weekend: PodCamp Montreal
image credit: openrain.com
Thank-you Kneale! I have been dabbling in some of the social media websites but didn't know where to start with my business. You mapped it out nicely - take it slow, have patience and be yourself.
Thanks again.
Kayla said... September 15, 2009 8:14 AM
Great post, Kneale-it's about the strategy!
Ellen said... September 15, 2009 8:14 AM
I am so glad someone wrote a post to people like me. I get so upset when I see stuff about tools and tricks and blogs and I'm just a 'beginner' in this space. Thanks.
Linda said... September 15, 2009 8:15 AM
Some advice to stay in line with your company strategic objectives RT @knealemann #SocialMedia and #SmallBusiness http://bit.ly/FWHc0!
Francis said... September 15, 2009 8:17 AM
Some good tips in there: RT: New Post: #SocialMedia and #SmallBusiness http://bit.ly/FWHc0 (via @knealemann)
Joe said... September 15, 2009 8:18 AM
Did you write that for me? That's what Iwanted! It's the final piece in the pie. TY
Deb said... September 15, 2009 8:25 AM
Insightful post about social media and small biz from @knealemann http://bit.ly/34LPxu
Beth said... September 15, 2009 8:45 AM
I think the best advice I've seen since enterting in to the exciting world of online social networking is in this blog. And that is PATIENCE! I didn't build my business which has annual revenues of close to $8Million in a few weeks, it took years.
Thank-you for this, Kneale. I will be in touch because I think my marketing team needs to have a chat with you.
Steve said... September 15, 2009 8:47 AM
Social Media and Small Business by @knealemann - great insight http://onemann.blogspot.com/ via @addthis
Cory said... September 15, 2009 10:06 AM
Hi Kneale,
Wonderfully patient advice. Like most things, the rewards in social media are great if you can do it thoughtfully and think big-picture. I was thinking about your insight about clients becoming too-busy and not being able to sustain their effort. And it reminded me of those businesses that seem "too busy" for customer service. Good luck with that! But if you have a process in place right from the start, and know what your end goals are, and really think it through -- wow. I believe the rewards are amazing.
thanks once again.
lisahickey said... September 15, 2009 11:06 AM
RT @ottawainsurance: Social Media and Small Business by @knealemann - great insight
Michelle said... September 15, 2009 11:23 AM
Hey Kayla, you're on the right track. There is no one right way so keep going. And good luck. Keep me posted on your progress! km
Kneale Mann said... September 15, 2009 12:12 PM
Thanks Ellen, yes strategy before anything. km
Kneale Mann said... September 15, 2009 12:12 PM
Linda: We are all beginners in this thing called 'human behavior'. This is not about websites or blogs or tools, this is about people. Keep learning, keep sharing, keep having fun!
Kneale Mann said... September 15, 2009 12:13 PM
Thanks Francis! Yes, you can integrate SoMe into your business fairly seamlessly but it takes commitment to stick with it and keep it aligned with all your other activity.
Kneale Mann said... September 15, 2009 12:14 PM
Glad it helped, Joe. Thanks.
Kneale Mann said... September 15, 2009 12:14 PM
That's awesome, Deb. Please let me know how the class goes for you.
Kneale Mann said... September 15, 2009 12:14 PM
Cory and Beth: Thanks for the RTs!
Kneale Mann said... September 15, 2009 12:15 PM
Much appreciate, Michelle. Thank-you, I hope it helped. km
Kneale Mann said... September 15, 2009 12:15 PM
I look forward to it, Steve!
Kneale Mann said... September 15, 2009 12:15 PM
Lisa, you nailed it - as usual! Let's not get teary-eyed over a website or portal or tool. It's hard enough to keep all that you do for your business together, to let the magic and power of social media to be an after thought.
Kneale Mann said... September 15, 2009 12:16 PM
@dhutson RT @lisahickey: Sage advice from @knealemann for small businesses looking to dive into social media ~ http://bit.ly/FWHc0
@JohnScottSmithRT @lisahickey: Sage advice from @knealemann for small businesses looking to dive into social media ~ http://bit.ly/FWHc0 [Very true words.]
@lisahickeySage advice from @knealemann for small businesses looking to dive into social media ~ http://bit.ly/FWHc0
Dan. John. Lisa said... September 15, 2009 1:47 PM
RT @knealemann: New Post: #SocialMedia and #SmallBusiness http://bit.ly/FWHc0 [Good read!]
Adrian said... September 15, 2009 1:48 PM
Excellent thoughts to keep in mind
Kevin said... September 20, 2009 5:21 PM
Post a Comment