Social media for the underdog
Is social media best suited for big brands? Logic would tell you that it is. It’s easier for celebrities to make a big splash in social media versus the average Joe. They have equity in their name. It’s easy for them to attract lots of followers and broadcast their message. When it comes to business the same holds true. Big brands have brand equity. Establishing a presence is not that hard. But what if you’re a small brand that wants to sell cars in Orlando or are a Realty brokerage looking for potential buyers? Should you really care about sheer numbers or should you be interested in smart, targeted usage that produces real results?
A recent post on the eMarketer blog cites that more than 260,000 small businesses in the US and Canada are utilizing social media for business purposes.
The graph is interesting in that advertising and maintaining profile (awareness) are less prominent reasons for participating in social media than the smart and highly targeted activities like customer service and professional networking.
And what types of platforms are businesses utilizing for their social media activities?
Social networking is by far the most prevalent with niche/industry communities and job sites close behind.
So what is the lesson here?
Social media can apply to small business. However “wide-net” strategies that aim for national and global awareness should be avoided. Use social media to forge new relationships and strengthen existing customer relationships through hyper-targeted conversations.
Posted by Jeremy Hilton on Jun. 04, 2009
Comments
Word of mouth has always been the most valuable tool for small business. Social media is an extension of that, so it is a logical progression. But just as in the past, they need to participate and remind customers to “tell your friends”.
Posted by Art on 06/05/2009 03:23 PM
From what I see in the specialty market, ie distance running, triathlon, many companies sponsor individuals to spread the word. In this way the dealer takes the most prolific users out of the market and these users push the product to others.
Posted by Gerald Goldschein on 06/04/2009 01:49 PM