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!
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