A little over a month ago, I wrote an article that discussed the “Social Media Marketing Fallacy“. It is very easy as a small business owner to get caught up in the latest marketing bubbles. I truly believe that Social Media Marketing is a marketing bubble because many create social media accounts to develop a social media marketing strategy, even though it might not make sense to be on certain social platforms. If you are doing social media marketing correctly, the rewards could be great but if you are are using social media incorrectly, you are just wasting your time. Here are some things to consider in your small business social media marketing strategy so that you are using social media correctly:
What consumers are using what platforms?
The latest marketing bubble is Pinterest. Many are recommending that small business owners create a Pinterest account to hop on this bandwagon. However, sites like Pinterest might not make sense for all small businesses. The Pinterest consumer is mostly females and moms that like digital scrap booking. If you own a roofing company or a men’s store, Pinterest might not make sense for you. The same holds true for any social media platform – Twitter users are different from Facebook users, who are also different from YouTube users. Find the platform that is right for you before proliferating your small business social media accounts and wasting your time!
What platforms enable you to achieve your social media objectives?
Pinterest is more for sharing visual appeal, Facebook is for interacting, Twitter is for updating, etc. If you have no images to show, then Pinterest clearly won’t be beneficial for your small business. If your goal is to simply send updates to your consumers then Twitter and Facebook would be best. However, if you do not have the manpower to monitor the Facebook conversations, then perhaps you should steer clear of having a Facebook account. One of the worst things for your business is to have consumers ask questions on your Facebook wall and not receive a response! Whatever platform(s) you choose to use, you need to own the conversation!