A recent survey of small businesses found that the percentage of responders using social media has jumped from 12 to 24 percent in the past 12 months.
The results were included in the Small Business Success Index sponsored by Herndon-based Network Solutions and the Center for Excellence in Service at the University of Maryland’s Smith School of Business.
The survey found small businesses are using social media such as blogs, Facebook and LinkedIn to expand marketing efforts, identify new customers and build brand awareness.
Small businesses still have problems with social media, however: Fifty percent of small business social media users say it takes more time than expected.
Seventeen percent say that social media give people a chance to criticize their business on the Internet.
Nonetheless, only 6 percent believe that social media use have hurt the image of the business more than helped it.
Time is the main roadblock for execution among those new to social media. Studies suggest that 80% of new Twitter accounts go dormant within 2 weeks and my guess is that most people get overwhelmed because they don’t have a strategy for managing the process of engaging customers through social media.
If you’re visiting multiple sites, for example, to say the same thing, something is wrong. This doesn’t need to be the case and experienced social media participants understand how to make it more efficient and effective. Take some time to map out your execution strategy, your goals, which tools you’ll use and the right process before jumping in.
--Steinar Knutsen of Charlottesvillle
Feb. 17, 2010 at 05:24 PM
For many companies, the best way to “dip your toe in the water” of social media is to monitor the online conversations about your company and/or industry. That way, you can understand the current climate and which networks are most active. Then you can formulate a strategy to respond.
My company has had success providing clients with “listening platform” services, to help them determine a keyword list and then monitor/analyze discussions being held on Twitter, blogs and other social networks.
--Don Baker of Richmond
Feb. 17, 2010 at 07:59 PM