Why Most Small Businesses Stink at Social Media: And What You Can Do About It
Posted by Marcus Sheridan on Sun, Jul 18, 2010 @ 09:43 PM
We’ve all heard the promptings. The echoes are getting louder. In fact, everywhere we look, there is someone there to remind us that social media is the future (and present) of marketing for small businesses. And although I am by no means going to differ with such a statement, I do want to make one very important point on this post about how small businesses should go about their social media strategies.
When one thinks ‘Social Media’, there are quite a few names that might pop up:
- Facebook
- LinkedIn
- Twitter
- Blogging
- Video Marketing/You Tube
- Review Sites
- Forums
- Etc.
No doubt, the list is already almost endless and appears to be growing leaps and bounds daily. And it is exactly this growth that causes so many small businesses to utterly fail in their efforts to leverage social media.
Realities Set In
I can’t say how many times I’ve seen a business learn about social media and then suddenly take action—start a Facebook Fan Page, initiate a Twitter account, commence blogging, and maybe even attempt a video or two.
But once the initial excitement wears off, and the reality of little result sets in, business owners and marketers can quickly get frustrated with their situation. What, no fans flocking your way on Facebook? Followers tough to come by with Twitter? No one subscribing to your blog? No luck with video views?
Trust me when I say I’ve felt most of these feelings before—which is why I’m writing this article, heck, it’s the reason why I maintain this blog—to help business owners like you overcome the dumb and preventable mistakes that I’ve made as a business owner.
A Difficult Balance
Fact is, most small biz owners are kind of busy these days. Most of us are just trying to make payroll and make a sale here and there. As the owner of more than one small business, trust me when I say I know how this works. It’s a battle I deal with on a daily basis.
This is why initiating a successful social media campaign can be tough for a small business. Not only do most business owners have a ton on their plate already, but they also have to try and successfully swim in an ocean of social media ideas, all of which can be seriously overwhelming.
I’m sure you’ve all heard this phrase: Jack of All Trades, Master of None. Well when it comes to social media and small businesses, it goes more like this:
Jack of All Social Media, Master of None
And this, my friends, is a big problem. Just starting up a Facebook , YouTube, Twitter, or LinkedIn account really means nothing at all. I’d compare this to planting the seeds for a massive garden and then not having the time or knowledge to nurture and maintain the garden so that it actually produces results. Notwithstanding, I see this nasty cycle over and over again with businesses around the country.
Be GREAT at One Thing
It is for this reason that we at Biz Buffs espouse the firm belief that a company is best served when it has a clear focus and strategy when it comes to social media. We don’t believe it’s very smart to attempt a shotgun social media approach. Rather, businesses should decide what they feel they can be the best at and then do it better than anyone.
For example, when our company River Pools got on the web 2.0 train a few years ago I attempted to become involved in multiple areas of social media. Shortly after, I realized we’d be best served if we focused on producing great and remarkable content through the use of blog articles and video. Considering no one else in our industry had taken the time to truly educate the consumer, we knew our strategy would pay off with a little persistence. And as most of you that read this blog already know, our website is now by far the most popular swimming pool blog and video library in the world—after only 12 months of content production.
Hubspot TV
I recently spoke about this idea of ‘being the best at one thing’ (as well as many other marketing topics) at a Hubspot TV event in Cambridge Massachusetts. If you’ve never met me before, or if you’re not familiar with Hubspot TV, you’re going to love this. It’s also the perfect representation of my thoughts on blogging and content creation, so please check it out.
Your Challenge
So this is your challenge. Find out what type of social media you can be the best at and then go at it like a wild animal. Don’t worry about being everything to everyone. Embrace this new identity and let your ideas flow as you leverage the wonderful tool of social media to catapult your business to new heights. It may be tough at times, but please understand that it will absolutely be worth it and in the end your razor sharp focus and persistent efforts will have been well worth any investment you’ve put in.
Questions about social media? Email us here at Biz Buffs as we're always excited to discuss better marketing methods for your business.