Small
businesses make up an enormous portion of the American economy, and in
many ways, they represent the portion of the economy that is best
situated to take advantage of social media. After all, many small
businesses rely on close, personal relationships with their clients to
sustain and grow their business. These relationships can be extended if
the small businesses make proper use of social media. However, a recent
survey found that fully 88 percent of businesses don’t believe they are
making the best use of social media.
The problem often times is that these companies wade into the social
media waters without a clear idea of how they should approach social
channels, or which social channels are best for their needs. As a
result, they end up using Google Plus, Twitter, Facebook, LinkedIn and
Tumblr, and doing none of them particularly well. The goal with social
media should not be simply having a presence in all of the different
channels that are available. Instead, it should be having an effect
presence in one or two channels, and then perhaps expanding to others
once the first channels have been mastered.
An important part of mastering social media is re-framing the way
companies view it. Rather than looking at social media simply as another
tool for broadcasting to consumers, companies should view it also as a
means of gleaning information from their established customers and
potential clients. Companies, especially small ones that stand to
benefit from close relationships with a few clients, should use social
media to learn about what’s happening with their clients, and then keep
in touch based on those happenings. For instance, a small note from a
business when a client’s birthday comes up on Facebook can make a big
impression. Too many businesses miss out on such opportunities to talk
to their customers.
The best part about a limited approach to social media is that it
saves time. When a business spends time spreading itself thin across a
range of social media, typically that’s just time wasted that could be
better spent on other projects. By limiting their focus to just one or
two social media channels, businesses will cut time lost to other
channels, and encourage themselves to take full advantage of whichever
channels they do choose to engage in. And whatever approach they choose,
small businesses should always remember that the goal of social media
is to strengthen their relationships and ties to customers.
When those customers start calling, you’d better make sure your phone
system is ready to take on the new influx of calls! Have you looked
into a
Hosted PBX or
SIP Trunking lately?