I truly feel for the SMB’s of the world. As they try to achieve the American dream of building a business that is theirs they are pulled in every direction possible. Most of the best SMB owners will readily admit that they don’t know everything and depend on either other people or consultants to help fill in the knowledge gaps.
In many places that is more straightforward (notice I didn’t say easy) like accounting and HR issues. These business disciplines tend to have very specific rules and regulations that need to be followed. Of course, there are gray areas but for the most part it becomes really obvious when you are coloring outside the lines.
Not so much as it relates to social media. The confusion that was once just reserved for search marketing now includes all of the areas that everyone acts as if you should already know like the back of your hand like Facebook, Twitter, blogging and all the other new media marketing methods that exist.
That’s too bad because the resulting confusion has fostered the growth of even more confusion as everyone puts their own spin on just what social media means to the SMB. If you would like to muddy the waters even further try to put a price on services because the expectations are like snowflakes. No two prices are alike. There is no unifying sense of value around services relating to social media with the SMB.
They have heard that it is free (To set up an account – yes. After that – absolutely not). They have heard that it is THE way to get new business. That’s a nice story but is far from a universal truth. They have heard that they MUST be involved which is a flat out lie depending on their business and where their customers are. No wonder there is confusion because right now social media is more about opinions than anything else.
As a result the SMB needs a stripped down, no nonsense approach to social media and here are a few questions each SMB must answer TRUTHFULLY before doing anything with social media.
Are your current marketing efforts producing results?
If yes, continue to use whatever is working. If no, then stop wasting time and money and cut it loose (YellowPages anyone?)
Do you have the skills either personally or on staff for social media execution?
Simply put you need to be a good communicator and more with the written word than any other format. If you are a good writer but don’t have the time then you cannot count yourself as being covered in that area.
Do you have budget to put toward social media?
If yes then you are on the right track. If you answered no because you think it is free then maybe you need to stick with the YellowPages.
Can you say no?
Social media is the type of ‘discipline’ that will ask more and more of people until it literally sucks them dry of time, energy and resources. Unless you can draw the line by saying no to every social media outlet that comes across your desk then you may need to steer clear.
Are you afraid of negativity about your business?
If yes then social media is a true risk for you. If no, then you will be able to handle the slings and arrows. Many businesses have actually learned more about how they are perceived in the marketplace through their social media efforts and have made significant positive changes to their business as the result of taking a few shots from customers.
Do you tend to start things then let them taper off over time?
If yes, then social media is a bad move for you. I experience it here at Frank Thinking. When I have not posted in a week or two I realize that it looks like I am not paying attention and that’s a bad impression on my business. Be careful not to fly full speed into social media and then just let it die on the vine because that may look worse than not doing it at all.
Are you counting on social media to save your business?
If so, then you may be disappointed. This is not a silver bullet for a business. It is a tool that when used strategically can help the overall marketing and effectiveness of a business but it is not a magic potion.
So there are a few of the simple straightforward questions that should be asked and answered truthfully before any SMB gets in the social media game. If you just jump in the deep end without a lifeguard then no one will be there to stop you from drowning.
