news image

06 November 2015

The Basics Of Social Media Marketing

The internet and social media are often heralded as the great levelers when it comes to marketing for small businesses. The claim is made that anybody with access to simple internet recourses can, if they can create the right content, reach the same scope of audience and have the same influence as a brand like Coca Cola.
Is that true? Well, no, not entirely. The entire premise of brand equity is that a brand has more value than its competitors and there’s not reason why this wouldn’t effect their ability to dominate social media. Coke has nearly one million followers on Instagram, and that’s not purely because of the quality of their 500 posts.
So Does Social Media Empower Small Business?
Yes, it does. There are ways for small businesses to build up audiences that can generate business, but this doesn’t mean that you absolutely must be on social media. This is a big mistake that small businesses often make. Don’t set up a Twitter profile for your business if you don’t intend on using it daily. If people need to contact you, they’ll find you through your website (a website is a must-have).
Which Businesses Does Social Media Work For?
This is different for each Social Media channel, so let’s break it down.

Facebook –
Facebook is great for businesses that have a built in community. It’s perfect for groups of people who are motivated to exchange information between themselves. Niche interest groups like Women’s Knitting or DIY Music Recording will gain momentum. If your customer base is this kind of group, you might be able to build a community around yourself.

Instagram –
Instagram is visual. If you have a business that looks really cool (And I mean, really cool) you can promote yourself very well. Tattoo parlours and restaurants can do well in this space.

Twitter –
Twitter is a dying medium, but is often a writer’s space. If you have anything to do with words, or the exchange of ideas, Twitter might work. This is good for bookstores, teachers and entrepreneurs.

What’s the Catch?
Unfortunately, there is one. And it’s pretty big. Social Media marketing takes time. A lot of time. You need to consistently plug away for small, incremental returns. It’s an ongoing investment that a lot of small businesses just aren’t able to commit to. The best way to go about it is to fit social media into your daily routine.