A Social Media Primer

Social Media is an umbrella term that describes the channels and techniques used with regard to social networks. The growth of social networks has been phenomenal in the past few years, and while it was once seen as the tool of only the technically-minded, social media has become very mainstream Sydney Brooke Simpson. News reports now often include a story about Twitter, and there are reports that certain demographics use Facebook more than they use email. Social Media is now widespread, and has proven that it is not a fad or a passing trend.

With this in mind, small businesses should explore the use of Social Media in some form or fashion. The main reason for this is that it requires a significantly smaller budget than more traditional forms of marketing, or even digital advertising. At its very basic level, companies can run campaigns for free while driving online traffic to their website, and building a growing and loyal community of brand champions. Another reason to use Social Media is the fact that you can use Analytics to learn more about your customers. If you purchase television advertising space, there is no way to learn about your audience, and you are limited to a sample to determine your audience. Analytics allows you to learn about the age ranges of those who interact with you on Social Networks. You can also gain anecdotal qualitative feedback from your customers.

Small businesses with only a web presence would definitely rely on social tools to gain more consumers. However, small businesses with a bricks and mortar presence would also find Social Media useful. In addition to simply spreading the name and brand of the company through the online world, multiple Social Media platforms are an ideal place to spotlight promotions and competitions, which can persuade customers to come through the doors, thereby increasing foot traffic and driving sales.

Another point that should not be overlooked is the opportunity to build an online community, where customers of a small business could find a place to engage and discuss the company's product or service. This could be used as a customer service channel, where customers can complain, give feedback, or give positive testimonials. It could also be an educational channel where an organization can demonstrate the features and key advantages of their product to a wide, diverse audience.

Finally, SM can help a company define its brand. A company's use of Twitter, Facebook, and other networks should reflect the tone of that company. For example, a toy company's tone and emphasis on Social Media channels would be more relaxed while a Financial Services organization would be expected to be more formal. Similarly, the choice of Social Media channels by those companies would also reflect that preference.

Overall, while the mix of tools of Social Media, and the time and money dedicated to it would depend on the circumstances and characteristics of the business itself, the use of Social Media in some form should be viewed as mandatory.