What's Best for Your Business?

What's Best for Your Business?
Written By: Nea Simone

Many small business leaders are confused about the best approach to market their business or tell their story. Should they focus on Social Media or SEO Rankings?

The landscape has changed from releasing a traditional press release to the perceived need to post on multiple platforms. Overwhelmed by whether to tweet, post, pin, etc. many small businesses succumb to delegating the task to a receptionist or intern. In theory that sounds like a simple resolution to a time consuming process, but in practice it can be a tremendous mistake. Without established and enforced social media guidelines, immeasurable and sometimes irreparable damage can be done. There are no "Do overs" on Social Media and "Oops or I'm Sorry" can't undo a damaging post. A reputation that took years to build can be destroyed in a single post, comment, or photo, because by virtue of the fact that it is issued by your company, it is deemed valid. Even with the assistance of damage control experts, a company is slow to rebound from an employee who posts "off the cuff observations, insensitive/disparaging remarks or who airs the company's dirty laundry" on social media especially if the tweet or post "catches fire."

In a time where terms like "followers and trending" seem to lead the way, as a small business owner, how do you decide which is more valuable to your firm's growth and reputation? Most opt for the kitchen sink approach and hope for the best.

Hopefully this article will help you sort through the maze and find the solution best for your organization. How do you determine if the social media risk is worth the reward? In a nutshell, the rule of thumb is:

If your company is launching a new product or releasing entertainment related media, i.e. movies (theater, DVD retail, Streaming or Premier), books, music, or social/political awareness; then your focus should be on Social Media. By setting a calendar of topics to release over a targeted period e.g. 6 months, 3 months, 1 month (you get the picture) your organization is creating a slow, steady and focused stream of awareness. In this way followers are led to anticipate and act by making a purchase on a specific release date or bring attention to a social/political issue or event.

If your company provides services or products primarily for non-retail, then focus on SEO or Search Engine Optimization rankings. Think of your website as your world wide headquarters. Keywords, press releases, articles, and website content updates, is your megaphone to get your message out. The customers you are seeking will probably not be checking for " posts and likes" when they want to learn about your organization or industry. However, they will do a search for your website or industry related services. You have succeeded if your company name or a publication comes up on the first page of "Search Results."

Like Social Media, SEO Rankings require ongoing input to keep your company at the top of your results. If you need a bit of inspiration, information, or direction, contact us and we will help your company blaze a trail to SEO or Social Media Success!

About the Author

Nea Simone an International Bestselling author whose books are sold in more than 30 countries is Founder of CANE Communications and its sister company BESPOKE Media Marketing.