Tidbit: Social Media’s Role in Small Business

Social media is VERY important to Small Business, but some Small Business owners just don’t have the time or extra mental space to handle it.  Here are some reasons why you should make time, and how to manage it so you don’t go crazy.

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Veronica:  Hi, I’m Veronica, Founder and Creative Director at Green Cup Design.

Jason:  Hi, I’m Jason Schemmel, the Social Media Director at Green Cup Design.

V:  So we’re here to talk a little about why Social Media is so important to Small Businesses, and how it’s useful.  So why is Social Media important to Small Businesses?

J:  It’s very important for small businesses because it’s an online platform that gives them direct connection to at lot of consumers, customers, and potential clients.  What’s really great about it is that it gives the consumers and potential clients pretty much free access to all of their resources, things they’re talking about with hash tagging, articles, and blogs, that sort of thing.  It’s also direct contact, too, whether it be via Twitter or direct messaging, through connection with Facebook as well, it’s a great tool to get directly in touch without having to jump through all the hoops, to wait on the phone for lord knows how long.

V:  Right, it’s definitely a good entry point for customer service.  So how does Social Media give a Small Business an authority voice?

J:  The best way it gives them an authoritative voice is through consistent and constant posting about specific keywords about topics relative to their industry, or the voice of the business you would like to have.  The best way to do that is through hash tagging, specific keywords that they want to start touching on, if they’re in a specific industry you’d want to start sharing articles or creating articles, and by doing this you’re pretty much showing the entire internet and all of your audience that you know what you’re talking about.  That you’re a trusted resource, and over time they’re going to start seeing you as an expert.  They’re going to be like, “Oh, well this company talked about this that and the other things so they must really know their stuff.”  So even if I come across someone else that has that particular issue, I’ll say ‘you need to check out this company, they’ve been talking about it for a long time’.

V:  Social Media can be very time consuming, for Small Business owners.  So what can they do to still get into the Social Media game, but not spend their valuable time on it every day?

J:  Well the best way to do that is using management platforms, and there’s a couple of them out there that are really good to use.  One of them is called Hootsuite.com.  The great thing about that is it’s free to sign up and free to use.  You’re able to connect up to three accounts, and you can use Facebook, Twitter, LinkedIn, I believe there’s a couple of other ones, too, but those are the big three.  And the really cool thing about it is you can schedule Tweets and Posts, you can also track incoming messages and mentions as well, and a really cool feature that I love about Hootsuite is that you can also have a stream to search specific keywords and topics which is great for researching your industry when you want to know how you can broaden your reach or maybe expand what you’re talking about.  Going back to trying to become that authoritative voice, it’s a great way to hear what everyone else in the space is talking about, and gives you the opportunity to jump in as well.  And it’s all there right front and center.  Now, to take that up a step, if you have a budget and you’re willing to pay for it, there’s another great resource called Sprout Social.  It offers the same thing where you can schedule everything, but the really cool aspect of it is you get analytics.  They’re in-depth analytics on Facebook and Twitter so you can see how your posts are doing and how your engagement levels are doing, maybe where you’re falling short, and where you’re really rocking it out.  But it’s a great way to have everything right there, right in front of you, and very easy to read, too.

V:  So valuable.  Analytics is so valuable.  To segue into analytics, there’s a tool called Facebook Pixel that is gaining a lot of notoriety.  What is it and how can Small Businesses start using it?

J:  It’s a conversion tracking tool that you can build in on the back end of your website, and then you can view everything right from Facebook so it’s nice and handy that way, too.  What’s so great about it is it tracks all your basic conversions, so everyone that goes and visits your website, it gives you a very basic outlay of insights, how many hits you have, how many are staying there, that sort of thing.  If you’re running any Facebook ads, it also gives you insights on top of that as well.  Now, the really cool thing is you don’t have to have Facebook ads running at the same time in order to get those stats from those conversions.  But you still want to make sure you have that Pixel up there so that it’s tracking all of those conversions so when it comes time to put up a Facebook ad you have that much data to go off of so you can really fine tune so you can really hit that specific target market on your Facebook ad.  The more specific you can get on your ads, the much better turn out and feedback you can get.

V:  We’ve been talking a lot in this video about hash tagging.  What is it and how is it useful?

J:  Hash tagging, in a nutshell, is a good way to categorize what it is you are talking about, whether that be a blog article, a picture you’re putting up, or just a generic post.  It’s a great way of telling people “this is what I’m referring to”.  Or, in another sense, it’s a great way to start branding as well, whether that be the business name or that specific keyword or topic your brand surrounds.  At the same time, it’s also a great way to inject yourself into several conversations that are happening online whether that be on Facebook, Instagram, Twitter, what have you, because Keywords are easily searchable.  So even if you’re doing basic research you can start looking at industry specific keywords and start seeing all of the keywords mentions that are happening from that.  And then you can start piggy backing off of that or start some of your own.  It’s just a fantastic tool, only if it’s used properly and correctly, though.

V:  There’s a lot more that we could get into, and we will in the future, but for now, this was a Green Cup Design Tidbit.

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