Small businesses are much better prepared to excel with a social media strategy than Fortune 500 Companies. After all, we have solid relationships already in place. We’re not stretching down from our ivory towers to try to communicate with the “little person.” We are the little person and we’re just having a dialogue with our friends. We’re sharing, having conversations and enjoying our time together. The multinationals, with all their resources, just can’t compete and here’s why…
TOO MANY COOKS…
Large corporations have many, many different sections. When you think about all the teams that must be involved for a successful social media strategy it makes you surprised that anything actually gets out there at all. They need the marketing department, web development section, graphics, public relations, plus whatever product people, and attorneys, just to name a few. With a list like that, it can’t be easy to do. All the different departments need to work together to make it happen and often they are in competition and not collaboration.
KEEPING IT SIMPLE
While we’re busy as can be, we take a break every few hours to post something that we want people to know, think our friends would enjoy, or just want to get off our chests. Apart from that we’re curious about what’s going on in other people’s world. For the solopreneur or small business owner, it’s our water cooler time. (All this just reminded me that I have to go shoot some pictures of my garden to post on facebook.)
IN THE CLOUDS
Everything comes from the top in corporations. Very little is bottom up and many brilliant ideas die because the right people didn’t have them. Often the top level doesn’t believe in social media and the last thing they want to hear is what their customers have to say. Not only might they not like it, they probably fear it.
Even if they are in, their managers might not be. If they’re not, nothing that amounts to anything will really happen.
WE’RE IN THE GAME
We have little choice. We know that we need to be where our customers are and they are on social media. Another thing that we have going for us is that we want to listen to, and chat with, our customers. We like them, enjoy the banter and have fun in the process. We’re desperate to hear what they have to say and eager to give them what they want. Apart from that we welcome new ideas and participate in the creation of them.
Large companies have shareholders and investors that they must keep happy. Executives frequently make decisions just to appease the money people. Social media is an investment that probably won’t pay off this quarter or next. It’s actually more of a long term investment. Without total commitment from the corporate offices many times it’s considered to not be valuable because it doesn’t positively impact the bottom line.
LONG TERM AND LOVING IT
We know we spend lots of time on Facebook, Twitter, Linked In. We like it and can see the results personally and professionally.
This is a series, this week I’ll be talking about social media strategies, which you can use to positively impact your business.
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