Why Small Businesses Are Confused About Social Media

They are listening to self-described social media experts who have little or no real-world business experience.

The Problem

Seth Godin recently made an interesting comment on his blog about the evolution of technology trends.   Here's what he said:

The early adopters of the technology are the technicians that helped to create it. 

For that technology to stick, somebody has to figure out how to use it to get results.  That's where small business owners enter the picture.  The hallmark of small business owners is their ability to take what is complex and make it practical to achieve results that their customers can benefit from.

Later, in an effort to make the technology even better, bureaucrats and conglomerates eventually step in,  and in the process drive everything that was working into the ground. 

If you doubt this last statement, I have two words for you to consider:  Conan O'Brien.

So don't hesitate.  Get in while the going is good!

Entrepreneurs and Small Business Owners

Entrepreneurs and small business owners are some of the most successful people on this planet because they understand how to make things simple, practical, and profitable.   Yet, for some reason, technology clouds their minds.  They either run from it and miss the opportunity, or embrace it and spend a fortune on misguided technicians who do not understand their business .

Social media marketing is about people, not technology.

The technician may understand the technology exceptionally well, but they frequently do not have the basis for understanding your business.   

The Solution

Small businesses should be looking for social media partners who understand both their business and the social media technology. They should be looking for the same depth of experience that they have developed over the last 20, 30 or 40 years – or more.

When I speak to entrepreneurs on social media marketing, I often hear this:  "Ah, now I get it!"  It is not that I am some kind of social media genius, because there there isn't such a thing.  I just happen to understand two pieces of a simple puzzle: social media marketing and what it takes to operate a small business.

My Recommendation

If you are a small business owner who is looking for help with your social media marketing, here are some capabilities I would recommend you be on the alert for:

1.  Pragmatic experience - Has your suitor helped companies like yours?   Another simple test is examining their blog to determine if they are experienced in their practice.  Does that blog go back a few years, or just a few months;  and has it been consistently updated?  You may be surprised at what you discover.

2.  A knack for simplicity – Can they communicate without jargon?  There is a tendency within social media circles to say what everyone is else is saying – such as "add value."  If you truly understand that, then you will know how to explain it.  Ask them to do that.

3.  Congruency – Are they consistent in their message across multiple social media networks?  Often I will see one type of behavior on Linkedin, with a more 'reckless' type of behavior on Facebook, which is a platform that encourages letting your hair down.  You have to determine what is acceptable for you and your business.

4.  Focus – Are they really focused on businesses like yours, or just "companies" – which of course implies they are essentially mercenary social media experts for hire? You need to cut through the BS to be sure you have a good fit.  After all, nobody cares more about your business than you do.

5.  Credibility – Do you believe them?  You have been in business for a while.  You know people. And social media is about people.  Apply what you know.  This is the social media acid-test.

I can appreciate the enthusiasm many have for social media.  This is a phenomenal platform for growing any business, and especially a small business.

If you are unsure of how social media can work for you, dig deeper to get the right answers.  If you are still unsure, wait a while.

Just don't wait too long, as this may be the marketing opportunity of a lifetime.     

If you take anything from this post, it is that social media success is not about the technology, but people – the same people you have worked with to achieve your current success.

There is nothing confusing about that.

Photo Credit:  jmacphoto.com