How Small Businesses are Using Social Media Strategically

Our research shows that more and more companies are embracing social media as a strategic part of their business. These strategic users are increasing their use of social media in many aspects of their business. The 2012 Social Business Study indicates that small and mid-sized businesses use social media primarily for marketing - at various levels. Comparing strategic and informal users, strategic users were 25% more likely to have integrated marketing and social than "informals." The unique advantage of using social media strategically for marketing is that it can allow a small business to scale social media marketing strategy template marketing efforts without significant increased investment by tapping into "external" marketers. That is, a business has the opportunity through social media to increase its marketing reach by cultivating and communicating with customer advocates who do unsolicited word-of-mouth marketing of a product or service via their own social networks. According to the study, strategic users were 67% more likely to have integrated sales processes with social. Furthermore, strategic users were also 79% more likely to integrate customer service with social. Tellingly, compared to 2011, integration with CRM applications jumped dramatically with both strategic and ad hoc users (38% vs. 24%), with year-over-year growth of 375% and 243% respectively. An area where strategic users are way ahead is in connecting social with product development, where they are 3.5 times more likely to already have integrated than informal users (28% vs. 8%). This higher level of product developmentsocial media marketing resume integration coincides with strategic users having a 50% higher level of satisfaction with social, and based on these numbers, it probably comes as no surprise that those directly involved with product development are more than four times more likely to be involved with social media as their counterparts at organizations employing an ad hoc approach (18% vs. 4%).

THE IMPORTANCE OF SOCIAL MEDIA MARKETING

Earlier this month, we posted an article explaining the difference between Social Media and Social Media Marketing (check out that post here). However, one crucial component that we left out of that article was the ‘Why’. That’s where this article comes in. Why is a Social Media Marketing strategy a critical component of your marketing mix? Read on to find out. Having a social media presence is now an expectation. True success with social media starts with clearly defined goals plus a deep understanding of your audience. When you begin to tell your story in a way that shows your audience who you are, what you can do for them, social media marketing campaigns and why they should care, they will help tell your story for you. This social sharing amplifies your message, enabling you to reach a wider audience, build brand awareness, and engage new customers. Along with SEO and Content Marketing in particular, Social Media Marketing is one of the drivers of Earned Media – positive awareness gained through promotional efforts other than advertising (think PR). A successful Social Media Marketing strategy is a critical element of an omni-channel approach. By integrating social media into every marketing campaign, product launch, and promotion, you generate enthusiasm and create an opportunity to multiply consumer awareness through the most trusted source of information. Social Media Marketing, like any other tactic, requires careful planning social media marketing service and an investment of time and resources to ensure results. It also requires a consistent message and continual updates. Without a clear strategy – one that fits your corporate culture, resources and customer expectations – you risk alienating your customers, diluting your brand image, and tarnishing your company reputation.

The Importance of the Social Media Policy in Today’s World

In this day and age, I was surprised to discover how many companies – particularly start-ups and growth-stage companies – that do not have a social media policy. Social media is no longer in its infancy stage. In fact, according to the website statisticbrain 98 percent of 18 to 24 year olds use social media on a daily basis. And, as today’s young people complete school and enter the workforce, employers should pay close social media marketing conference attention to what they are doing on social media, since this will serve as an indication of the social media habits they can expect from their future workforce. Regardless of age, the use of social media in a corporate setting is growing in leaps and bounds and with it, the potential for companies to be negatively impacted by what their employees’ post when there are no set rules governing social media within a company or an understanding of the consequences when posting something that does not adhere to pre-set standards. The exploding use of social media necessitates that companies of all sizes have social media policies in place. I was having coffee with an actor acquaintance this morning and he was lamenting the lack of success he’s been having securing jobs lately. “It’s a who you know business,” he moaned. I asked him how much time he spent working social media and cultivating relationships. He glared at me as if I insulted his mother and muttered something about being too busy. When I started as an actor in New York, I worked with a number of incredible colleagues, male and female, who appeared destined for success. This was pre-social media (unless you count MySpace, which I do not) which meant the only way you made meaningful contacts was via word of mouth or through introductions from members of your effective social media marketing inner circle. This made making connections that could offer opportunity or move the needle on your career a grueling slog – a marathon run on bare feet. As a result, I watched many of my friends, some much more talented than I, leave the game.