Social Media and Small Business: A Hush Hush Rocky Relationship

In an article written by Meghan Casserly and published this month in Forbes, the dirty laundry about small business and its rocky relationship with social media was thoroughly exposed.  For various reasons, in the past you rarely got a glimpse under the sheets of a relationship that was hailed as a marriage made in heaven.  And, rarely did you ever openly hear of any discord between small business and its social media spouse.  But, trust me…like a rocky relationship in a small southern town with a population of 789, people were quietly talking.

Small business owners have been feeling the unrequited love of their social media partner and even whispering about irreconcilable differences between the pair.  If you listened closely, like many marriages, the honeymoon seemed like it was over.  Social media for the small business owner was not fun and exciting anymore.  And, they had to work harder and harder to even keep the relationship alive.  There have been separations and even divorces between what used to be viewed as a very attractive couple.   The relationship may be over for those that feel as though they have been through the fire in their relationship with social media.  But, for those small businesses that have not totally given up on the relationship, there may still be hope.

Every relationship goes through ups and downs - from romantic ones…to those between parents and children…to those that are strictly professional.  In functional relationships, there is always “give and take,” and there must be compromise if the relationship is to be successful.  And each party has to understand that there will be growing pangs during the relationship, and, more importantly, learn to weather them if they want the bond to be one of longevity.  The relationship between small business and social media is no different.  The relationship takes work…a lot of work.  Here are some of the do’s and don’ts regarding that relationship for which we feel are as valuable as a few sessions with a high priced Park Avenue relationship therapist:

Do realize that the relationship between small business and social media is by no means a prom date, and that this relationship will require a lot of hard work.  In some ways, it looks as though small business and social media are incompatible.  Both require a great deal of attention and both require a lot of work.  Like a marriage worth saving, success depends on being able to understand that the two can work together for common good and for a common goal.  Although time spent on social media posts and campaigns can take away from actual direct “business” activities, always remember both are working for a common goal, business success.

Don’t expect your social media partnerships to fulfill all your needs as a small business owner.  If there is a recipe for an unsuccessful relationship, it is when one party expects the other to be the “end all.”  Solid relationships do not work like that.  A sound relationship is a balanced partnership with an understanding that both parties will have short-comings, and that they may have to support each other.   Strategic communications and marketing efforts - including social media - are components of a broader plan for business success.  All of those components must work together for success.  As a small business owner, whether you are in Dallas or Atlanta; or Duluth or Aspen, do not expect social media, on its own, to bring in all or even a majority of your revenue.    Social media may be a partner, but more than likely it will never be the bread winner in the relationship.  Social media may only serve as a quiet, yet energetic cheerleader for your brand and the common cause of business success.

 
Do understand that as a business owner your relationship with social media is going to always be a work in progress.  Like a marriage, the relationship between small businesses and social media is ever-evolving.  Don’t walk away without truly understanding and appreciating the role each plays in the bond.  Your social media significant other may not bring home the bacon, but not being able to see the good in what it can bring is short-sighted on your end.  Keep working at the relationship.  Continue to fine tune it so that it is a partnership that furthers your business goals.  Social media may never be a sugar daddy, but if you keep working at it, it can play a supportive role to your small business.

Concierge PA: A True Small Business Partner!

 

www.conciergepa.com

Buzzwords Like Content, Engagement and Community Mean Nothing Without Trust

Some of the most prominent strategic communication and marketing buzzwords of 2013 are content, engagement, and community.  They are all supposed to relate to an overall strategy where a business produces unique and specialized content to engage members of a specific target audience, and, in turn, hope that they join a community that supports that business.   On its face, that appears to be an honorable strategy.  The problem with that plan, however, is that the goal is skewed and far too short-sighted.  In business, the goal is not only to engage and gather a following, but to develop a customer base that truly trusts your business.

Think about how many times you like something or even retweet a tweet.  And, think about how many organizations you decided to follow.  If you are like most people, those actions are mostly based on a whim.  Most are reactions to something we find entertaining, or we are simply giving some content a thumbs up, or we are giving our blessing with a digital “amen.”  Whether in Dallas or Atlanta; or Dubai or Albania, from a marketer’s viewpoint, it is wonderful to have likes and followers, but that does not make for solid client or customer bases.

Reliable client and customer bases are measured by consistent financial support of a business.  That consistent financial support is only developed through trust.  As much as notoriety in the form of likes, followers and retweets is flattering, in terms of financial success, many times it is short-lived and based on a short-sighted strategy.  As a business owner and leader, it is up to you to not only make sure you provide entertaining and engaging content that appeals to the masses, but that you are more importantly instilling trust in your brand.

 

As diversified and technical as marketing is in this social and digital age, it is easy to get caught up in the popularity game.  Remember, however, that your strategic communications efforts must all support building trust in your brand which will directly impact what you are in business for in the first place, revenue.  Consistently monitor your efforts to make sure they are instilling that consumer trust and that you are not just giving passersby a daily dose of entertainment.  The goal is not simply to be liked, but to turn digital passersby into clients and customers that trust your business, and put their money where their likes are.

Concierge PA: After all, our hallmarks are loyalty, privacy and trust!

 

www.conciergepa.com

Give Them Something To Talk About!

Our professional lives move at unbelievable paces and sometimes we forget to remember all of the rules of the road.  When it comes to social media marketing and strategic communications, here are some key rules of engagement we must never forget:

1.  Consistently provide your audience with original content that not only engages, but inspires dialogue.  By now, everyone who uses social media professionally knows that he or she has to produce unique content.  But, original or unique content does not always engage the audience.  The trick to social media marketing is to spark a dialogue with your content.  As Bonnie Raitt said, you’ve got to give them something to talk about.

No matter how wonderful you feel your content is, it may not go viral as they say, but your goal is still to get people talking about your content and sharing it with their friends, family and colleagues.  Original, inspired content is the new normal and a given in strategic communications.  Getting people to talk about, share and spread that content is the goal of your professional social media marketing campaign.

2.  After you have developed great original content that is designed to engage your audience and inspire dialogue, make sure you take your content on tour.  By taking it on tour we mean that when you have content that you feel will be appreciated by your target audience, share the content on as many appropriate channels as possible.  If you really believe in your content, make sure you do not limit it to one stage.   Do not only post it on your Facebook page, but share it on other social media platforms as well as use in blogs and submit it to article publication services.  Spread the love.

3.  Although you may be in awe of your content, make sure you measure the reaction of the people that really matter, your audience.  When you are communicating on behalf of your business, it is business.  It is not just fun and games.  Everything you communicate should be based on your strategic communications plan which helps define your goals.  And, goals are to be measured.

There is an abundance of software programs that are designed to help measure the success of your social media marketing strategies.  It does not matter which program you employ to measure the effectiveness of your social media marketing.  It absolutely matters that you are measuring what is and what is not working for you in terms of all of your strategic communications initiatives as it affects your bottom line.  Remember, business is business…including business communication.

 

Concierge PA:  We speak business!

 

www.conciergepa.com