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Don’t Be a Social Media Marketing Skeptic – Learn Where and How to Start

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Don’t Be a Social Media Marketing Skeptic – Learn Where and How to Start

By Caron_Beesley, Contributor
Published: January 3, 2013 Updated: March 7, 2013

There’s no doubt that social media marketing is a proven and established platform for connecting with customers, building a community and generating business. Yet, despite the evidence of its effectiveness as a marketing tool, surveys and studies say few small businesses are making active use of social media platforms like Facebook, Twitter or LinkedIn to promote products and services.

A report by eMarketer found that just 24 percent of small businesses have integrated social media in a structured way in their businesses. The report also references findings from Constant Contact that only 49 percent of small businesses consider social media marketing effective.

Why the skepticism? Here are a few reasons and excuses I’ve heard:

  • “I don’t know where to start”
  • “I’m too busy”
  • “I don’t know which social media site is right for my business”
  • “I tried it but it didn’t work”
  • “I’m struggling to build engagement”
  • “I don’t have enough updates to keep my site looking active”

Knowing where to start is perhaps the number one obstacle holding many small business owners back. Knowing what to do when you get there is next. For example, should you use social media to generate leads? For branding? Customer service? Marketing? 

There are numerous blogs on the SBA.gov Community offering tips for getting started in social media marketing. One consistent piece of advice runs through them all: find out where your customers are, start small, and, as you learn, grow out from there.

How?

Last year, I wrote a blog called: How to "Pull Your Head Out of the Sand" and Use Social Media in Your Small Business where I summarized some of the great recommendations from a social media panel at the 2012 National Small Business Week Conference in Washington, D.C. The panel featured experts from Twitter, Constant Contact, Yelp, Google and others. Here’s a summary of their recommendations, a great baseline for getting started:

  • Which Platform is the Right One? Erica Ayotte, social media manager with Constant Contact, recommends businesses start with one channel to test and nurture it. Then try to diversify: “Spend a little time each week exploring new platforms and figure out if they might be for you.” GrowBizMedia’s Rieva Lesonsky recommends: “...find out where your customers can be found, go there first, and then spread out from there… if you run a restaurant, yes, you probably should be on Twitter, but you should really be on Yelp first.”
  • How do You Find the Right People to Engage With? Use search tools to identify and follow people who are influencers in your industry. For example, if you are in the restaurant business, identify food bloggers in your region, give them a follow, and slowly you’ll start to build and grow your followers and influence. The panel also stressed connecting your social media activity to your loyal email subscriber list. Send them an email to let them know about your social media presence and generate new follows from those who are already engaged.
  • What’s the Best Way to Engage with Followers? This is the one area that takes time. Start with interesting information. Google’s Jeff Aguero recommends starting with quality content – something you do really well – then amplify it with social media. Web chats, contests and surveys are great ways to engage, but the panel cautioned small business owners to resist this form of heavy interaction until their new social efforts have had time to grow. “Once you’ve established awareness and trust, then look to step up your approach,” suggested Constant Contact’s Ayotte. “Don’t let perfection be the enemy of progress,” she explained. “It can take some time to figure out what content is going to resonate with an audience… Try something new if no one responds to your Facebook posts.  It’s OK.  Tweak your posts until you find your sweet spot.”

Don’t Forget to Integrate Your Email and Social Media Marketing

Email is still the preferred method of communication among consumers, and Constant Contact predicts that in 2013 it will remain their preferred marketing channel as well. Email is also a key element in driving social media success, “…using both together to support one another can boost a campaign and bring greater collective benefits, as opposed to using just one or the other,” advises Constant Contact.

Learn from the Experts

There are myriad webinars, ebooks, blogs and other tools that can help you learn the tricks of the trade. Small business organizations like SCORE, Small Business Development Centers, and others also offer advice and seminars on this topic (use this interactive map to find resources in your area).

Here’s a selection of SBA blogs that can also help with key areas of your social media strategy:

About the Author:

Caron Beesley

Contributor

Caron Beesley is a small business owner, a writer, and marketing communications consultant. Caron works with the SBA.gov team to promote essential government resources that help entrepreneurs and small business owners start-up, grow and succeed. Follow Caron on Twitter: @caronbeesley

Comments:

Hi Caron, I think Google+ is the best social platform in 2014 because it's very sophisticated and integrated with another Google services (YouTube, Maps, Docs, etc.). Cheers, Thomas
Many of the small business owners has not aware about the effectiveness of social media optimization actually they don't know how to start, where to start and which social media is right for their business. we are also a social media consultant [This post was edited to remove a link. Please review our Community Best Practices for more information about how best to participate in our online discussions. Thank you.] and provide best smo services in usa. i will share your views to all my friends thank you for sharing and writing
Social media complements and augments other forms of marketing such as e-mail marketing, search engine optimization and direct marketing.
these days it is all about social media marketing! and facebook is the right place to start!
Thanks for the detailed article on the social media marketing. I share your views and I too feel that social media is a powerful weapon to increase your business.
It will hard if we think of social engagement as an end. It should be thought of as a means. That means that the end product of all the effort should not be to "show" that social engagement has been done. Rather, social engagement is to bring the recipient to your product or service.
I run a small online art glass store selling glass ornaments, bowls, vases and paperweights an I started out with Facebook and Twitter. I found that the best way is not to 'sell' but instead to provide useful, informative, beautiful and funny news, pics etc. It was quite a lot of fun and I limited the selling to one post in ten.
If you have ideas, you have the main asset you need, and there isn't any limit to what you can do with your business and your life. Ideas are any man's greatest asset.
Nowadays, social networks are a really big part of our life. There are a lot of people, that use them every day. Using mobile phones, they are online 24/7. Of course, nobody should be skeptic about this kind of marketing. I do even highly recommend it
It can definitely be scary to venture into the unknown, especially if you are a small business and doing most of it yourself. However, there is a multitude of information out there to help you begin the process. Also, there are small businesses that will help you start and manage your social media page to help ensure your success.

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