Small Business & Social Media

In today's marketplace small business owners are finding that they need to embrace opportunities offered by new technologies. There have been radical changes that have redefined what traditional marketing is and will be.

10 years ago if someone asked me what traditional marketing is I would have suggested printed advertising, radio, direct mail and most importantly networking/referrals.

Today the word traditional has taken on new meaning, what once was considered traditional is quickly becoming obscure. Does anyone remember using a typewriter to compose a letter? The ability of computers to handle word processing has made typewriters a relic found in museums.

The world is witnessing the end of one era of marketing while a new one rockets in. Let's focus on one aspect of this, networking. Social Media websites are quickly redefining how we network, get referrals and testimonials.

Pros and Cons to Social Media

Social Media offers huge potential for business owners that are able to take advantage of it. Big business has a distinct advantage in that they are able to hire social media experts devoting resources that small business owners just don't have.

A rather significant con for small business owners is that they tend to wear multiple hats in running their business. The idea of adding social media director to that list can be intimidating. None the less, it is becoming more of a necessity than ever before.

The question isn't so much if a small business should be involved in social media as much as when. Here are some pros and cons to help you decide.

Pros

• Potential to raise website page ranking
• Potential to increase web traffic
• Potential to draw in new customers
• Potential to make new connections
• Ability to reach current customers with new product offerings
• Potential to create "buzz" about your business or products
• Ability to conduct research
• Potential to receive positive reviews (testimonials) from your customers.

Cons

• Time consuming
• Energy consuming
• Intimidating
• Don't know where to start

Fears

• Don't know what to say
• Your efforts may backfire
• You may find out you don't have any friends (just kidding).

With the changes taking place in marketing, it is more likely than not that you will need to be involved at some level in social media.

For big business it is viewed as an opportunity they can exploit by dedicating resources. Small business owners tend to see it as something very intimidating that they just don't know what to do with.

The big guys can take care of themselves. Next month's newsletter will expand on Social Media offering the small business owner's some tips on how to get started and put that 500 pound gorilla in the room in its place.

back to top

Tip of the Month!

It is in how you handle it!

From time to time all business owner's just plain screw up. Didn't fix it right the first time, delivered the wrong color, a product just turned out to be crap, what-ever.

When faced with an "Uh Oh!" treat your customer with respect and take ownership of the problem. Explain to them that your product/service is usually much higher quality and you are going to make the situation right.

Be specific in your explanation of the problem and proposed resolution. Follow through with every detail and keep them informed along the way, especially if the resolution will take several days.

Handle it right and you will gain customer loyalty and respect. Handle it poorly and they will tell everyone they know about their bad experience with you.

back to top

Don't Do That!

I found myself in a situation where a local service provider I was working with was unable to meet all of my needs. Nothing to be ashamed of, they did the right thing . . . they referred me to another provider that could take care of the things they could not.

In meeting with the referred provider we reviewed what had been done to this point and discussed what they would be able to do for me. The problem was in their apparent disdain toward the business that sent me to them.

They spent a fair amount of time telling me everything they did wrong (in their opinion) and did a pretty good job of slamming them.

While they were able to help me out, I left with a rather negative opinion about them. If they put down the people that sent them new business . . . what on earth are they saying about me behind my back? 

Always watch what you say, it will come back to you. 

back to top