Why do Small Businesses #Fail at Using Social Media?
When you were a kid, do you recall standing on a dock overlooking a lake and wanting to dive in but you were afraid to, for fear the water would be too cold? You were faced with a dilemma: jump in, absorb the shock, and get used to it, or slip into the drink slowly one body part at a time. The experience for small businesses eager to get a handle on using social software is similar.
And it’s a sink or swim scenario. Diving headlong into using social tools and networks has its benefits and risks but preparation is essential. In a nutshell, social media involves engaging people via online social networks to generate exposure, improve customer satisfaction, and grow sales.
Managing Resources
Rob Enderle, principal analyst, The Enderle Group, says like anything else when one is starting from scratch, the problem initially is making good decisions with regard to resources.
“However you can, use social networking to find others like yourself that have already gone through the process in your industry and you can see what they have done and the success they have achieved,” he said. “From that you can determine what will work for you . . . social networking requires some study and work to both determine what works best for your industry and what works best for you.”
To that end, Enderle recommends reading “Engage: the Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success on the New Web” by Brian Solis. The book is focused on social networking and it is a great starting point, he added.
Which Network is Right for You?
Michelle Warren, principal, MW Consulting & Research, advised carefully choosing which social networks to utilize. Because many social media tools are ‘free’ there is a misconception that a strategy isn’t required; that the value is guaranteed because the cost is minimal and that’s untrue.
“A plan is important. Think of it as a map — if you are unsure about your destination, how will you get there?” she asked. “Partnerpedia.com is worth checking out for a B2B network. Otherwise, Twitter and LinkedIn are worth investigating. And since these can be linked together, they are worth considering.”
Use it or Lose It
Warren stressed getting involved though. Small businesses have much to gain from using social tools in a concentrated fashion.
“Using some social media tools for marketing and business opportunities is wise, but have a grasp of what to expect and know how to measure the results,” she advised. “Like any initiative, it takes some planning in order to achieve desired goals.”
Ultimately, strategy requires goals. Without a goal, your business is rudderless and diving into social media might do more damage to your brand and image than good.
“The first step is to learn a bit about social media. The second is to set a strategy. Then you can best determine the tools and resources you need to achieve that strategy,” Enderle said.
About the Author:Liam has been a journalist for more than 12 years. His media career began in the late 1990s as a beat reporter for the North Shore News in Vancouver. Since then, he’s written for ComputerWorld Canada, Computing Canada, eChannelLine.com, ConnectITnews.com, Computer Dealer News, and several others. A man of many interests, Liam is easily wowed by new technologies, retro video games, and the multiple positions his cat can fall asleep in.
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There are also many tools available online to help measure the success of your social media. You can track the clicks on your shortened url, and become more aware of what your audience is interested in. A quick search of google for social media tools will present many options to choose from.
Strategy is the key to success when it comes to social media and any of your online marketing. I related back to the telephone, do we remember those days? Some of us just picked up the phone and started calling numbers at random and others had a plan, a script and knew what to say. Social Media, Blogging and all marketing is the same thing. You gotta know what to say and to whom. Great article as always Liam…
Stuart Crawford
Calgary, AB
http://stuart.calgarybloggers.ca
I think social media works for some businesses but you see too many people providing poor value/service and using social media to try and spread it. You have to have good stuff to begin with. The best!