Okay, I give in. I have to admit (and I hope you’ll respect me for my honesty), I’ve been slow to jump on the social media “joy ride.” It’s not because I’m a “techno-phobic” or don’t believe it has merit as a money-maker for small businesses.
The fact is I LOVE technology as a productivity tool, and for conducting research so I can learn more about my passions—entrepreneurship (in particular helping women succeed), how to create a star-reaching business, and, of course, marketing and branding. But, I’m not as fond of email, and to me, social media seemed a lot like sending those emails I dreaded so much. I had to log on, launch and open the account, peruse posts. (sigh) Spending time on social networks felt like a drag, and could end up being a HUGE waste of time for me. So, I asked myself a question, once and for all, to decide either to put my heart into social media, or to sidestep away from it (for now). The question was—
Is social media a bunch of hype, or can it be used as a money-making machine in a business?
I found the answer to this question is, “yes,” it can be a money-maker for your business, if used correctly. However, it’s not that easy to do effectively. While some people are having phenomenal success using social media to grow their business, others are putting in a lot of time and effort without any bottom-line results.
There are millions of “Twitter Quitters.”
Social media marketing for small businesses can work. Or, it can be a colossal waste of time. Like every other part of your business, it doesn’t just happen; it takes work and a strategy. Social media has the capability to leverage the millions of people who use sites like Facebook, Twitter, and LinkedIn, to let them know about your business. Social networking seems like a great way to get free advertising (instead of running ads that cost money). But, you can’t just put up a FaceBook page (like I did), posts a few comments every month or two, and expect money to miraculously roll in. So, how can small business entrepreneurs like you, and me, leverage social media tools and make them high payoff activities, and not a waste of precious time? Here are some easy strategies to use:
1. Set a goal.
Consider the purpose for doing social media. Is it to find new customers, build your personal brand equity, or create customer loyalty? Addressing all these purposes will result in sales. Having a singular goal is powerful, because your messaging is clear, direct, and purposeful, rather than being a confusing message to your followers. In other words, this gives your message—
CLARITY
Clarity gives you focus, and eliminates all the distracting and confusing elements from your message, so you are SEEN and HEARD.
2. Choose a platform to deliver your message.
Platforms to consider using to get your message out are:
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FaceBook
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Twitter
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LinkedIn
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Flickr
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youtube and viddler
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ustream.tv
Then, it’s important to have a place for people to read your awesome, differentiating content. My suggestion is to use your platform to drive people to your blog. You can write on a blog, post video or audio elements, or use a combination of all three. Some people write exceptionally well, others look great on camera, and still others have pleasant and compelling voices. Choose which elements you will use to post content on your blog, considering your strengths and preferences. In other words, if you feel self-conscious in front of a camera, but have an exceptional voice, do an audio component, rather than video, on your blog.
The advantage of using a blog, as a place to drive people TO—FROM your chosen platforms—is because blogs increase visibility for you through Internet searches!
3. Move beyond FaceBook and Twitter.
They are the most popular sites, and the places to be. But, on these sites you’re competing for attention with everyone else. You’re a ‘Little Fish in a Big Sea.’ Consider becoming a ‘Big Fish in a Little Pond’ to get more attention. Think about this, you don’t need to reach the entire world, just your small segment—your market niche. Some ideas to consider are organizing and manage a Yahoo group for your expertise in a specific geographic area. For example, ‘women entrepreneurs in Chicago.’ Go into Yahoo Groups and search for “vertical” social networking sites for your industry or specialty. Another tip, explore FaceBook-like sites, such as:
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Plaxo
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High Five
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FriendFeed
4. Develop a viable market niche.
You’ve heard me say this many times. You need to be marketing to a narrowly defined market niche or a clearly defined specialty market your serve. This makes it easier to “be seen” in social media. If you “niche” yourself as an HR consultant, a professional organizer, or a small business coach, you are in a big pool of other fish trying to be seen. By defining a narrower niche, it is easier to be seen and develop a following in social media. Make sure the niche you choose is large enough to be profitable.
5. Differentiate yourself.
Most small businesses entrepreneurs are aware they need to have a FaceBook and Twitter account, because they’re already there. Just having a presence on this platform doesn’t get you any further ahead. You need to differentiate yourself. How do you achieve this? By writing better content. Great content includes:
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Having passion for your subject
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Expressing your unique personality ( being authentic)
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Demonstrating expertise—know your topic like no one else does
6. Commit to doing social media every week.
No matter how many hours you invest in social media per week, do it consistently. You have to be engaged to be successful. Remember, successful social networking takes a strategy, and time. Have patience, and give these tools time to work. I’ve created my goal for social media, which is to build personal brand equity. Being I’m “newly committed” to using social media to grow my business, what tips do you have to make the most of time invested in social media activities? Post a comment on my blog , and share this article with others! 
