GirlsTalkingTech

Social Media for the Small Business Owner

by Kristie Conner

Sunday I wrote a blog post about Pete Cashmore’s CNN column.  Today, I thought I’d explore ‘how’ the attention economy impacts small businesses and personal brands.  Having spent the last 24 months working with small businesses owners helping with their marketing and online programs I have some initial thoughts.  One of the first things that I noticed as I started working with small business owners is the issue of time.  There is not enough time in the day.  So, how many brain waves can they spend thinking about social networking services and best leveraging these opportunities?

Start Slow, but start!

I personally feel that social networking services can help small businesses compete in a larger playing field. It should be much easier for a small brand or business to be personal and authentic and to quickly take advantage of the Attention Economy.  With over 200 social networks where does a small business start?  If we go back to the issue of time — the idea of 200 social networks all with different user interfaces seems more than daunting.  Pick a few.  My suggestion is start with a blog and then create a Facebook Fan Page.  A blog is a great way to connect with customers, tell your story and drive search engine optimization.  A Facebook Fan Page adds a level of connectivity and communication. Then, consider Twitter and some vertical or industry specific  networks.

How to start? I’d recommend hiring a consultant.  Social networking takes time.  It is not rocket science, but there is a flow to it and by hiring a professional you will save yourself time.

If you don’t start what will happen? These are my predictions.

1. Your customer #’s will slowing dwindle. Why, because they are going to migrate to those who offer the best experience online and offline. Facebook and Twitter offer another level of customer service.  For those customers who enjoy the face to face interaction there is a population that prefers the online experience.  They like information on demand and customers service on-demand.  They might prefer writing an email, sending a note via Facebook or tweeting.  If you don’t have these channels available there will be a slow migration.

2. It will be harder to acquire new customers. It use to be a website was cutting edge, now a website is part of the price to do business.  Soon, it will be the same of social networks.  Why? Because a customer can research you through real customer reviews.  If you don’t have an online, social networked presence you become marginalized.

3. Social Networking Services are changing the dynamics of business.  Not only is customer service changing, think of product development.  Receive customer feedback easily and frequently.  This provides the oppotunity to offer better products to meet the needs of you customers.

4. I know what my industry experts look like!  I like this and I think the rest of the population does as well.  It goes back to personalization. The blog posts and tweets I read have photo’s!

Some examples of how Social Networks have helped small businesses …

Client/Customer Testimonials

A few months ago, my client Healthy Spaces, launched their Facebook Fan page.  They are up to 59 fans. Within the store we ran a promotion that if you wrote a review you’d receive a gift. Via this promotion Healthy Spaces received several testimonials.  These are personal stories told by the Fan.  Nothing beats an unbiased story. It is every marketers dream.

Daily Promotions — Drive Business on slow days

Beyond the brilliant testimonial is the promotion.  Facebook offers an interactive platform for updating clients/customers easily.  One of my clients, Blush Salon and Spa in Albany, Oregon, has mastered this.  They will post daily specials if openings arise through cancellation or if there are opening in the schedule.  Cusotmers love it.  In fact, my parents, have booked appointments based on checking Blush’s Facebook Fan Page and seeing the specials of the day. So, if you ‘think’ your customers won’t get it or use it, you might want to think again.  Secondly, these channels, can change the dynamics of your customer base.  I have seen the population of Healthy Spaces change over the last few months and that equates to new customers!

Share Knowledge & Information

Through your Fan Page you can share relevant industry information.  This is a great service for your clients/customers.  Whether you are sharing tips on Fall Hair Color (Blush) or your latest blog post Facebook is a great way to share information.  As the owner of a Facebook Fan page you need to mix it up.  People, including your clients/customers get bored.

Important as you take on the social media challenge …

Tone

For some small businesses it is a challenge to adopt the lighter more fluid tone that is social media.  Twitter is a 140-characters, so you have to be brief.  It is the same on Facebook.  It is a communication tool, a way to connect like you are having a live conversation with a friend.  Formality does not work, but I am not saying it never works.  I actually make a point of not saying ‘never’.

Authentic

Always be authentic!

Social Media for the Small Business Owner

I am working on a package for small businesses!  You don’t really have the time to manage social networking, keep up to date on the latest trends (because they change daily) so I am working on something that will give you, the small business owner, social networking, brand ambassadorship and being up on all the trends for a price that makes sense.

For more information email me at girlstalkingtech@gmail.com