Social Media marketing does not have to be overwhelming, mysterious, or immeasurable, as a promotional tactic for small business. Most business books about social media marketing tend to focus on the variety and types of online media (Facebook, Twitter et al), instead of focusing on developing Social Media marketing plans. It’s no wonder that small business is reluctant to get involved with social media. It seems most Social Media marketing books have lost their business focus and adopted a simple mantra: Be everywhere and do everything – Online videos! Podcasts! Blogs! Mobile Marketing! Those are impossible, meaningless recommendations for a small business owner already overwhelmed with responsibilities.
The process of developing workable Social Media plans relies less on utilizing multiple Social Media outlets and more on developing marketing goals appropriate for this promotional channel that measurably improve profits. Any new marketing initiative, including Social Media, should be incorporated seamlessly into existing business objectives.
Additionally, like any other promotional channel, a campaign should produce results that are quantifiable upon completion or at milestones along the way. Developing a plan with built-in metrics gives your project energy and momentum; for if you really knew you could reach your customers and measure your success; would you still be ambivalent about pursuing Social Media marketing?
To benefit from this book, you don’t need a great deal of previous knowledge of Social Media and the many, many Websites that are part of this online phenomenon. It is much more important to develop an organized planning process that leads to the technology choice, rather than relying on the technology to create a marketing plan. As the business owner, you should be in control.
Social Media provides marketing advantages to small businesses as the medium both leverages and magnifies your existing business strengths. This book focuses on how small business can incorporate Social Media marketing into existing business plans and measure results.
About the Author
Stephen Wilson is a small business consultant who specializes in Social Media marketing.