Weekly, if not daily, I read something or hear someone talking about Social Media and how it’s the be-all-end-all for small businesses. Let me assure you that it is NOT.
Being a small business does not equate to “social media marketing is perfect for us”. And it’s unfortunate that there are so many companies and individuals out there pushing that if you are a small business you MUST add social media into your marketing plans or better yet – you must make social media your sole marketing strategy. Because it’s “free” and quick to set up.
First, social media is not free. The time it takes to manage and leverage your social media accounts alone is huge. And as business owners you know that “time = money”.
Secondly, what we fail to see amidst all the social media hype is that not all social media represents your target market. Some social media platforms might not reach your target audience at all.
So, what are we to do as Small Businesses? Research, research, and more research. You know your target market, so dive in and find out which social media platforms, if any, fit your requirements. And if you find one, talk with social media experts and get some quotes on what it will cost to implement. Be ready to increase that small business marketing budget of yours because, in most cases, social media requires on-going management.
Lastly, social media should be looked at as a tactic to your overall marketing strategy rather than the strategy itself.