In this video interview social media expert Li Evans discusses various ways small businesses can begin to use social media in order to help their businesses connect to their audiences — the engagement factor.
First, says Evans, research to find which social media platforms are using when they’re talking about your business. One free research tool is Google Alerts which can send you and e-mail or RSS feed whenever your business keywords are mentioned. Another research tool is Andy Beal’s Trackur.com.
Next, assess on which social media platforms you can get the greatest return for the resources you have to invest. Small businesses can’t keep with all the social media platforms in terms of consistent engagement, so be selective. However, it’s good to have an account on all of them in case people want to contact you.
Now, plan your engagement and messaging — and let employees know of your social media strategy so their possibly negative remarks don’t hurt you.
A couple examples of how social media can help small businesses include a restaurant or bar that uses their Facebook page to post their menu, specials, karaoke schedule, and pictures of their patrons — to let their customers know that they are liked. Twitter is used by some businesses to drive foot traffic and to let people know when mobile vendors will be in the area.
Liana “Li” Evans is the co-founder of LiBeck Integrated Marketing, that helps clients integrate all marketing channels, including social media, SEO, PPC, as well as offline marketing. Li is the author of Social Media Marketing: Strategies for Engaging in Facebook, Twitter, and Other Social Media (Que, 2010). This video interview was recorded at the Search Engine Strategies Conference in Chicago, October 2010.