Over the past year I have been keeping a close eye on the marketing activity of my clients. Increasingly, I am asked for Websites, Facebook Campaigns, Blogs etc. Well That’s OK. “Money in the bank” you might say. But I like to track results from the work I do for people, look at website hits, Facebook friends and how much business is generated by each project.
Now with Social Media it is difficult to quantify results. I know that and I’m prepared to accept the view that reputation is difficult to put a price on. I am even prepared to accept that the “conversation” through social media builds trusting relationships that are hard to put a value on. But believe me for most small businesses I have yet to see any sales result directly from social media.
While it is no silver bullet, social media can work where it is heavily supported by more traditional media such as postcard campaigns, online and offline advertising, events etc. The problem is your social network must attract people other than your friends and your competitor spying on what you are doing. In truth for a small business to get any kind of result from Social Media will require so much of your time, it is unlikely you will not have any left to run your business.
Don’t get me wrong. There is a place for Social Media in the marketing mix, just don’t do it in isolation. Social Media takes time to build an audience, trust and community which is great for medium and long term strategies. In my experience small businesses are much more short term in their needs and goals. In these tough market conditions survival is the most pressing imperative. So by all means employ Social Media but support it with promotions, direct mail, advertising, websites or whatever means that is most appropriate to your business model.
