A few years ago, small business owners had doubts about social media as a worthwhile investment. Today, it’s now about how you can use it effectively for your business.
According to LinkedIn, 81% of small businesses use social media. Also, consider the following:
74% of adults online use social networking sites.
81% of consumers conduct research online before purchases.
3 in 5 small businesses gained new customers through social media.
There seems to be no more reason to keep to the sidelines. We’ll focus on using social media for small business.
First, you need to identify who you want to reach out to, and you’ll also need to figure out where they are. Social networks are as varied as their users —some are digital melting pots while others cater to niche groups. As a small business, you don’t need to waste valuable time and energy.
Typically B2B and B2C businesses use social media differently. Recent industry surveys have LinkedIn as the number one choice for B2B businesses while B2C businesses look to Facebook for larger volumes. However, both players need to be familiar with the demographics, the strengths, and weaknesses of all major social media platforms.
How often do you plan to publish posts? If you update multiple times a day, then Twitter’s fast-moving stream can be right for you. Facebook, on the other hand, has a longer lifespan, making it easier for content to be relevant.
Social media is great in relationship building as well. When customers need to reach out to you with a question or complaint, it’s easy to do so on social media. Pay extra attention to Facebook and Twitter as these tend to be customers’ preferences because of their accessibility and private messaging capabilities. Being responsive and engaging is critical, especially for a small business where each customer is valued. At present, 70% of messages don’t get a response within 72 hours.
Point to remember – It is unlikely that everyone will use your official handle. Be sure to track variations of your company name and phrases so as not to miss out on opportunities.
Many small business owners are adrift without a dedicated social media team. Creating and distributing content is the most important thing you should do, but coming up with quality content on a regular basis can consume time, money and effort. So look to your audience for new content.
Media Tools and Automation
Small businesses often fail in social media by trying to take on too much at a time. It’s tempting to be on every platform, blasting out as much content to attract anyone who will listen.
But social media is more about creating value and establishing real relationships. You have to authentically participate and engage with people in real-time to get the best results. Social media management tools make it easy to share content and other crucial tasks across multiple networks. However, a human touch is still necessary.
Once you’ve defined parameters, focus on measuring success by tracking social media metrics. Though there are hundreds of social media metrics around, not all are necessary for your business. Monitoring and analyzing only those metrics that can determine where to focus your energy on specific social networks.
Small businesses need to look at social media as a continuous effort. Platforms are constantly evolving, and new features are popping up frequently. You need to continually re-evaluate your goals and experiment with different types of content across platforms.
Related post : Why Your Start-Up Needs Its Own Website