Warning: Social Media Marketing is NOT for all Small Businesses
I thought this video of Seth Godin is really insightful and offers some great advice when it comes to social media marketing for small businesses. As Seth said, it really is useless to have loads of friends on these social networks like Facebook & Twitter, etc. Try to not to keep score, it’s easy to be seduced by doing a lot of fake networking online. The goal in social media marketing is really to build REAL relationships. Try to create value and really connect with others who are interested in the areas of business you conduct.
Treat these social sites the way you would when attending Chamber mixers, participating in Associations. John Jantsch of DuctTape Marketing gives insight on how to measure the ROI of social media networking and says, “You don’t measure participation based on direct sales, you measure success based on identifying one potential strategic partner, acquiring one actionable bit of advice, or striking up a conversation or two that may eventually lead to developing a new customer.” This an excellent approach and mind set to have when networking on social media websites.
The bottom line is this: if you are not going to take the time required to create real relationships on these social online networking sites then it’s probably best to not participate at all. (the only except is to use these sites for GEO SEO because they have such hugh authority that it’s easy to rank them in the SERP’s and this a quick dirty trick to push one of your competition’s site off the first page.) However, you still need some compelling content there for when searchers land on the page, otherwise it’s kinda useless.
I’ll leave you with Seth’s quote:
“Networking is always important when it’s REAL and it’s always a useless distraction when it’s fake.”
Seth totally misses the point when it comes to social networking and small business. On Facebook and Twitter as a small business person, you have a choice you can connect and build relationships with people on a global and national level. Now nine time out of ten it’s not going to benefit your business’ bottom line but you can also build relationships and network with new and existing contacts just as easily on a local level as well.
I’ve personally started building more contacts locally because there’s a great value for me as a local business person. I’m building contacts on Twitter and Facebook right here in the Metro Detroit area as well as with Linkedin. I’m being of value to my local contacts via social networking sites.
The internet has also allowed for real networking to take place as well.
Bilye, thanks for stopping by.
I think what Seth was trying to say was if you don’t participate and make your connections REAL when you are networking on social sites then it’s all a waste of time. It’s not a waste of time for you because you make an effort to participate and add value and choose to make real relationships as opposed to just trying to drive some cheap traffic to your site(s) – make sense…? Do you know what I mean..?