In our offices, we have many opportunities to assist small businesses with their online strategies. Websites, email campaigns, social media, ecommerce and other facets of being online are all normally part of the discussion. Clients usually accept that they need a website and they typically see the value in email campaigns but, if we get any push-back, it is normally on the subject of Social Media.
A client once told me, “I have no interest in getting into social media. I don’t have the time and I don’t want my clients talking bad about me on the internet if something goes wrong.” While there are many things wrong with this statement, lets go over a couple of the biggest issues regarding this statement:
I don’t have time…
OK, yes, social media can take a ton of your time. Many of you have heard me warn a class about assuming social media is free due to the time it consumes. However, a client that worries about the amount of time that will be sucked up by social media is normally going about it in the wrong way. You MUST have a strategy for social media before you get into it. Identify only the platforms your clients hang out on and focus on those. Chances are, you only have to be on two or three social media platforms to reach the majority of your clients. If you are trying to use ALL of the platforms, yes, you are wasting a lot of time. (Need help figuring out WHO is on each platform, contact us for assistance.)
Another time saver is to leverage existing content. If you are blogging, creating marketing materials, or event email campaigns, use that same content to post on your social media platforms. Many websites can be set up to auto-post your content to your social media accounts when you upload it to your site. WordPress has this function if you use it to manage your website. Constant Contact will auto post to your social media as well.
I don’t want my clients talking bad about me…
Well, I’ve got news. Whether you are on social media or not, your clients are already talking about you. The good, bad and the ugly are being tossed around on social platforms every day. If you are not engaged, this content will float around indefinitely without the opportunity to address it. You need to be on social media to listen to the feedback your customers are providing, promote the positive feedback and address the negative experiences being shared. If you aren’t there, how will you learn from your customers?
Using social media is a must these days. Create your strategy, manage your time with the tools you may already have and learn from your customers. Before you know it, you will begin to wonder how you ever got along without social media!