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Image Courtesy: Flickr/Matt Hamm
If you’re still wondering whether and how you should join the Social Media scene, you might relate to some of these concerns and hesitations we’ve heard from small businesses — and how to get beyond them.
Isn’t social media just a fad that I can ignore? This is a comment we heard a lot as recently as 6 months ago, but don’t hear much anymore. Social media has so taken the business & marketing community by storm that not many people still think they can ignore it. And yet, many small business owners, busy with their own concerns and in some cases struggling to get through recessionary times, are still hoping the social media buzz will die down and eventually go away. Not likely. Social media has evolved into a preferred channel of social and business interaction and has levelled the playing field, giving small businesses the opportunity to compete directly for customers and mind share. It’s a terrific way to gain insight into what your “community” — of customers/clients, partners, patients, or associates — is thinking. And it’s an excellent way to listen, understand, respond to and engage with that community.
I simply don’t have the time. No kidding. Who does? And I don’t mean this sarcastically. This is probably the single biggest — and very warranted – concern most people have about jumping into social media. No question that it takes a serious time commitment. I just attended a webinar panel where Ramon DeLeon, owner of a Chicago Domino’s Pizza who has taken Social Media engagement to enviable heights, says he spends 6-7 hours a day on Twitter, Facebook, YouTube, etc., on top of running his pizza shop. More common estimates from people active in multiple Social Media channels run from 5-10 hours a week. So, there’s no question that engagement with your customers takes time. But I’ll say two important things to put that in perspective. First, like anything that’s important to your business, when it impacts your success, you just find a way to make time. And second, it’s fun. If you manage your time efficiently, social media can give you access to customers and partners on a personal and meaningful level — an invaluable way to win their loyalty and trust.
Nothing important gets talked about; it’s just a lot of drivel. This used to be true. In the early days of social media, when most people were just getting their feet wet and trying out the new tools, there was a lot of drivel in the system. That’s still true, of course; but today there are thousands of people using social media for substantive discussions about business, politics, healthcare, research, and any number of other topics that involve people sharing ideas, giving opinions, passing on news, and holding conversations. It’s true that social media communication is typically informal in style, but that doesn’t necessarily mean it’s drivel. Anyone serious about using social media should make a point of weeding out the unimportant by pruning their contacts on a regular basis so as not to waste time with people unless you find their input valuable.
I use social media in my personal life, but I don’t want to mix it with my business life. The same things that attract people to social media in the personal realm are true in the business realm as well — sharing good ideas, learning, making connections. It’s entirely feasible to maintain multiple personas in Social Media — one for personal connections and one (or more) for business — but many people choose to blend the two and find it works for them. There are no rules about this, and everyone should do what works comfortably for them.
I don’t have anything important enough to say. Sure you do! If you take the focus off yourself/your business and think instead about what your audience wants to hear, you’ll find plenty to say. Do you have customers? What are their challenges and how can you help them overcome those challenges? What are other people in your industry saying, and what’s your reaction or opinion? What changes are happening in your business and how can you help your audience prepare for those changes? What new prospects or markets are you looking to enter and how can
There’s so much noise and so many choices, I don’t know how to get started. Don’t rush in. Spend some time listening to what others are saying. What topics are people following in your niche, and why are they of interest? Who are the thought leaders in your industry and how are they engaging with social media? Get clear on your goals and develop a plan that will help you reach them. Create an editorial calendar with a deliberate roadmap of content your audience will find valuable. Contact us about our Social Media Starter Kit.
Wow this is a great resource.. I’m enjoying it.. good article