Social media in small business

1. Social Media for Small Business
Though the availability of Social Media Tools to small business owners has shown a
steep hike; still questions on implementation of right social media channel for target
audience, hovers in minds of many small business owners.
It is always been a question whether social media can replace conventional methods
of advertising. Difficulty lies in controlling the content posted within social networks;
questionable content can affect consumer loyalty programs and leave consumers
with a negative impression. If done correctly, however, social media campaigns have
strength to influence positively an endless number of potential customers.
With online communication, it is imperative that businesses engage with their
consumers. A company homepage or profile is not sufficient; small business owners
must promote their products and interact through dynamic two-way conversations
with their end users.
Below are the excerpts on Do’s and Don’ts from expert’s diary:
Demonstrate your personality: Voice of people is the factor which creates
instant connects. Paul Chaney, an Internet marketing consultant in Lafayette says,
“People relate to people more than they relate to brands” hence suggests using social
media to share videos or photos of a company's founders and staff.
Wade Foster, 26, co-founder of tech startup Zapier.Com, in Mountain View, Calif.,
share his unique methodology of hosting video webchats, which allows user to
interact with nine other people in front of the audience about his life, new events and
of course Zapier. This exercise is conducted on a random selected focus group of 5-10
people, which later goes and shares their experience with others. Talks about Zapier
help business owners to sync data between Web apps.
Targeting right audience: Social media networking is widespread and hence
portrays a huge pool of potential audience; however which can only be tapped by due
diligence. Derek Capo, of Next Step China LLC, a Miami-based firm that helps in
creating avenues for studying, volunteering and working in China, spends 10 to 20
hours every month on LinkedIn for finding and messaging potential customers. He
posts messages to 50 LinkedIn “groups” and emphasizes on customising each
message for each unique audience. He typically receives responses from five to ten
potential customers each week.
Information above promotion: There is a huge dependence on quality
information for bridging with people and earning their trust. About 70% of what is
shared should be compelling conversations, links to articles, blogs and infographics
that support company's message. Sweepstakes, special offers and contests should
only have10% contribution and remaining 20% should be other people's social-media
content, such posts and pictures that fans put on Facebook page or re-tweets of
people you follow on Twitter.
Benefits other than Sales: Social Media proved as an economic source to small
firms for quick staff up. Earlier companies like Hastings Water Works, a Brecksville,
Ohio used to put ads in newspaper or fliers in high schools but now they tweet, 'Here

2. awaits a great summer job' and link to the application page. Newly hired often
becomes secondary sources of information by touting their new jobs on their own
social-media profiles.