Social Media for Everyone

"Social media is not about the exploitation of technology but service to community." Simon Mainwaring

You've no doubt heard the critics of social media complain that they don't care to hear about the celebrities breaking up, or what a friend ate for breakfast. After all, I have seen my fair share of amazing properties to purchase, or foods to eat, or in some cases, never eat. While social media can have its frivolous aspects, and we all know it does, it's also a valuable tool for connecting with current and prospective customers and raising the profile of your small business, especially if you are in rural America.

With so many social media platforms available: Facebook, Twitter, Pinterest, LinkedIn, Instagram, Yelp, and various blogs, there is no single strategy that works for every small business, and to find the right strategy can take hours to outline or days if you are just getting in to the game and considering social media for the first time. Now I can see the thousands asking the obvious question, and before you do, I'll just answer it for you: Yes, there are people out there who are still not familiar with those platforms and how they can work to build their business. (22% of all businesses in America to be exact, according to the latest research on SBA.gov)

"Social media is not a new tool to utilize, but not enough small businesses are jumping on board to capture new customers," says management and data science expert Jennifer Shin, "but the business world still operates on the premise that your efforts should, in one way or another grow your business. How much you invest and how much you spend on social media are important factors to consider when thinking about how large a role social media will play in your business operations."

Social media consultant and author Dan Beldowicz adds that businesses fail in social media because they get involved for the wrong reason, or lose consistency in posting relevant information to help their branding, but the biggest issue is their inability to have a plan for using social media effectively, no matter their location.

"Ultimately for a business, the end goal is to create a life-long loyal customer," he explains. "In order to do this in social media, a business owner needs to get in front of the right person at the right time with the right message. This involves a strategy that takes a visitor/prospect through certain steps, from first-time visitor to, ultimately, a client/customer and raving fan of your business who shares that enthusiasm with others."

So what is a winning strategy? That would be a great question for you to know for your business. So many of us read blog posts, but never get the nuts and bolts to duplicate the strategy into our own business. Well, I am going to outline a pretty successful strategy that was used to build a brand most of us will laugh and even relate to, (product wise), which is alcohol related, beer in fact.

So here it goes...

Looking to increase their share of the market, Maes Beer knew they needed to do something different. While looking for ideas they knew they could only count on two things – family and social media.

To tackle this endeavor of growing their brand awareness from startup to a scaling reputable name that originally no one heard of before, to an overnight sensation, they did the unthinkable. They went after solving the problem of quenching our thirst.

They offered a free barrel of their beer to everyone with the last name ‘Maes’ on only one condition…they had to share the beer and this opportunity with 20 of their closest friends using just one platform, Facebook.

What happened next?

Naturally this took off like…well, like free beer often does.

The result? More than 7,000 people changed their last names to Maes on Facebook. Maes Beer received over 75,000 Facebook likes in a single day…and 500,000 visits to their Facebook page in six weeks and suddenly they went from being a quiet brewery with a desire to grow, to a monster beer brand overnight solving thirst problems all across the planet.

Remember, social media requires an investment of time, some creative ideas, something many entrepreneurs find in short supply. Shin recommends being selective when choosing social media platforms, focusing on just one or two sites.

"You can start by setting up a Facebook account and then select a second social media networking platform based on the best fit for your business and the objectives of your social media plan," she says.

Another example to consider, Pinterest. This is a "no-brainer" for a landscape or interior design company according to Elisabeth Osmeloski, Director of Audience Development for MarketingLand.com and SearchEngineLand.com. "For other types of companies, from local eateries to software, you are looking to get attention from local media or tech journalists, then Twitter could be a great place for you."

Wherever you choose to grow your social media presence, remember that like any other endeavor, it may involve some trial and error, and most importantly, time.

"Stick with what works and where your audience is," advises Beldowicz. "The better you know your target market and the better you align the information to make an emotional connection with them, the better the chance you have of converting fans into customers."

I share this because I now challenge you. What can you do to right now to become a quick overnight success? Take one platform in social media, figure out a strategy to attract the ideal customers just waiting to hear what you have to offer them, and get creative. I will add one more piece to this however, get creative once a month. Become a brand sensation that is creative and unique. Demonstrate the kind of curiosity a customer might have with your company with the image you want to portray to the world, regardless of the fact that you might be located in a town with just a few hundred people. Get out there. Make some noise. Now it's time to pop a top and get to work, but do so responsibly. (Had to throw that in).

Get Focused. Get Busy. Sprout and Grow.

P. Simon Mahler, nominated as both an 'Expert' and 'Leader' Influencer in North America for small business, currently volunteers full-time for the SCORE organization as part of the "Mentors to America's Small Business." Dedicated to building stronger economies in small communities and helping small businesses succeed through educational entrepreneurship, Simon is committed to the future success of each and every small business in small towns across the country. He is always available to take calls for action and is willing to mentor to any small business out there across the globe. Follow him on the journey of his next endeavor, by starting a business of your own. His virtual incubator program has transformed ideas into sustainable small businesses and yours could be next. His daily blog of activities will be posted on LinkedIn for you to enjoy. Find him on social media and connect to get some great ideas to get your business growing!

Email: [email protected]

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