Depending on what media report you read, it appears that small businesses, while understanding the importance of having an online presence, are reluctant to go much beyond the traditional Web site. Social media, it would seem, is not a part of the plan.
The most significant indication of this is a Citibank survey of small businesses, three-quarters of which believe that social media, in any form, is not helpful in their overall business plan. And, more recently, less than 10 percent of small businesses are currently using Twitter as a mean to engage consumers.
Why do small businesses feel this way? One reason is most likely the current economic client. The mindset, it looks to be, is that social media, for all the bells and whistles, is nothing compared to traditional business development.
Though there may be situations in which that might be true, the opportunity to interact through social media does have a place in the plans of smaller enterprises. The most significant benefit would be engaging the consumer. Plenty of larger entities have taken advantage of gathering feedback from their customers through sites like Twitter and Facebook. The application can certainly translate to a smaller scale.
And in an age where information is essential, social media can be that vital avenue. Gathering information, the cornerstone of any business development, can be facilitated by a networking site such as LinkedIn, where businesses can find the names of potential contacts.
These are just a couple of ways in which social media can help small businesses. The key, though, is for enterprises to create a true plan of action. As we’ve stated in recent posts, it’s just as important to have an understanding of social media before using them.
Developing a social media strategy can take time, a commodity that many small businesses can’t take for granted. That’s OK. Like other marketing tools, social media should be viewed in the long term, as opposed to a quick fix. That the time to determine what’s right for your business and ease into implementation. And in the end, it may be the best thing you ever did.
