For many, most local businesses were brick-and-mortar and depended heavily on door-to-door marketing to engage with potential customers. As technology evolved, films, radio and TV created new ways for businesses to market themselves, finally growing to include post mail, telemarketing, printed advertising, trade shows and email. Although these methods have been successful over the years, many of today’s consumers now view them as invasive, and have therefore become quite clever at ignoring traditional marketing attempts.
Enter social media – a Web-based inbound approach to that provides an online presence for small businesses. The phrase “social media” refers to various platforms where people can connect, interact and share content online. Today, 62% of adults worldwide use some type of social media via various devices.
Consider these statistics:
- One billion people are actively using Facebook every month
- 500,000 people use Twitter every month
- Google’s +1 button is used 2+ billion times every day
- 5 million photos are up loaded to Instagram every hour
- 3,600 hours of video are up loaded to YouTube every hour
Whereas social media started as a way to connect friends and family, it has turn into the norm for all kinds of businesses – from family run restaurants to Fortune 100 companies to have a social media presence. The Burson-Marstellar Fortune 100 Social Data Report (2012) shows that:
- Fortune 100 companies are mentioned more than 10 million times in social media each month
- 87% of Fortune 100 businesses use social media (Twitter is the most popular)
- 75% of Fortune 100 businesses are on Facebook
- 50% of Fortune 100 businesses have a Google+ account
- 25% of Fortune 100 businesses have a Pinterest account
- Each company YouTube channel averages 2 million views
You do not have to be a big business to benefit from social media, but as the data shows, today’s businesses are actively using social media. Combined with the huge number of people who keenly join in online social communities, it is difficult for small businesses to support a standpoint against being part of the social media movement.
As social media carry’s on changing the way people interact, it has turned into an increasingly significant tool for small to medium size businesses. Social media lets small businesses have direct contact with their customers and the possibility to increase. With so many people participating in social media, it is impossible to ignore its potential to help businesses connect with potential and existing customers.
When it comes to advice on products or services, people trust other people they know far more than any clever marketing campaign. The more ‘fans’ you have, the more ‘likes’ you prompt and the more ‘shares’ you instigate. As others in your customers’ circles see what their friends and relatives are promoting, they will follow suit.”
Small businesses can employ social media strategies and tactics to reach and engage with current and potential clients, while increasing awareness about their products and services. In today’s world, where consumers check purchases online and seek advice from friends and family, it is important for small businesses to have a lively and interactive social media presence. In the next post, we will review the various social media platforms, and explain how to implement a small business social media strategy.
