Social Media is mainstream, and has been for some time.
As is often the case with emerging technology, small to medium sized enterprises (SME's) are often slow on the uptake - even though the business owners may well be using Facebook and Twitter personally.
The route for many emerging applications seems to be - private individuals - corporations - SME's.
Of course, some SME's are very techno-savvy and their size enables them to seize the moment and move raidly, but this group is very much in the minority.
The emergence of the www demonstrated many huge benefits to small business, such as flattening the competitive playing field in terms of market exposure, opening huge new markets and cost-savings in end to end delivery.
Social Media is the next stage in the evolution of digital technology and the potential cost-savings vis-a-vis business growth is huge - this is a serious business tool which small businesses need to grasp now.
But isn't it just another form of advertising? A very clear and emphatic NO? This is a big mistake that many businesses make, and very quickly turn off their fans and followers by boring them senseless with direct marketing messages on Facebook and Twitter.
To maximise the potential of SM to grow your business it is important to understand that it is much more than simply advertising, marketing or PR.
Social media is bigger, better and hugely more cost-effective than any of these.
Here's how an influential businessman in the USA describes social media: - "It is the source of news, it is the connector to the giant multi-celled organism called planet Earth.
As time goes on, social media is my home on the internet.
It is my home page, the place where I spend the most time.
It is where I do business.
It is where I hang out with friends.
It's where I find out about new movies, television and other products.
It is my diary.
Looking back on my wall, I have a history that is far richer than any diary or journal.
" Kurt Sonderegger, VP Marketing, Ploom Long established good businesses have known for decades that developing a good relationship with customers is key to building and growing their business.
Nothing has changed in this respect; what is different is that now you have the tools to do this cost effectively no matter how small your business.
Digital technology combined with social media enable you to connect with your customers, seemingly on a very personal level.
Effectively you can have a chat with your customers, just like you would if they were in your office shop restaurant or surgery.
Facebook, Twitter and LinkedIn all enable you to have a virtual chat with your customers, followers and fans quickly and easily, really engaging with them.
So, when you are ready to send them a direct marketing message, they are far more likely to be receptive to that message because they already have a relationship with you.
You are already inside their head, whether consciously or subconsciously, in the nicest possible way.
This is the great strength of SM and in the long-term will provide far greater return on investment than any advertising or direct marketing.
As is often the case with emerging technology, small to medium sized enterprises (SME's) are often slow on the uptake - even though the business owners may well be using Facebook and Twitter personally.
The route for many emerging applications seems to be - private individuals - corporations - SME's.
Of course, some SME's are very techno-savvy and their size enables them to seize the moment and move raidly, but this group is very much in the minority.
The emergence of the www demonstrated many huge benefits to small business, such as flattening the competitive playing field in terms of market exposure, opening huge new markets and cost-savings in end to end delivery.
Social Media is the next stage in the evolution of digital technology and the potential cost-savings vis-a-vis business growth is huge - this is a serious business tool which small businesses need to grasp now.
But isn't it just another form of advertising? A very clear and emphatic NO? This is a big mistake that many businesses make, and very quickly turn off their fans and followers by boring them senseless with direct marketing messages on Facebook and Twitter.
To maximise the potential of SM to grow your business it is important to understand that it is much more than simply advertising, marketing or PR.
Social media is bigger, better and hugely more cost-effective than any of these.
Here's how an influential businessman in the USA describes social media: - "It is the source of news, it is the connector to the giant multi-celled organism called planet Earth.
As time goes on, social media is my home on the internet.
It is my home page, the place where I spend the most time.
It is where I do business.
It is where I hang out with friends.
It's where I find out about new movies, television and other products.
It is my diary.
Looking back on my wall, I have a history that is far richer than any diary or journal.
" Kurt Sonderegger, VP Marketing, Ploom Long established good businesses have known for decades that developing a good relationship with customers is key to building and growing their business.
Nothing has changed in this respect; what is different is that now you have the tools to do this cost effectively no matter how small your business.
Digital technology combined with social media enable you to connect with your customers, seemingly on a very personal level.
Effectively you can have a chat with your customers, just like you would if they were in your office shop restaurant or surgery.
Facebook, Twitter and LinkedIn all enable you to have a virtual chat with your customers, followers and fans quickly and easily, really engaging with them.
So, when you are ready to send them a direct marketing message, they are far more likely to be receptive to that message because they already have a relationship with you.
You are already inside their head, whether consciously or subconsciously, in the nicest possible way.
This is the great strength of SM and in the long-term will provide far greater return on investment than any advertising or direct marketing.
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