11.02.2010

How to Choose the Right Social Platforms for your Small Business

With limited time and unlimited options, choosing the right social platform for your small business might seem like a daunting task. It is. To lighten your load we've put together a simple 5-step process you can use to make sure you're investing your social resources in the right places.

If you can answer these 5 questions in series, you should be in great shape!

1. What are your primary goals in using social media?

Do you want to offer your current customers more information on your business? Are you helping out your community and want to get your network involved? Do you want to offer your customers a way to connect with each other? Will customer feedback to specific questions help you improve your business?

2. What does a social media success look like for your small business?

We all want more customers! But the path from social media to loyal customer is blurry and difficult to map. When you look at the primary goals for your social media activities, what stands out as a success that you can work toward and track? If you think of a few, write them down beneath your goals so you have a model to refer to as you progress.

3. What platforms are your current customers using?

Spend the next few weeks finding out how your current customers use social media. Ask them simple questions then really, truly listen. You may discover that they're not using Facebook, Twitter, or Foursquare and would find a lot of value in your small business sending the occasional email or holding in-person events. Chances are good that you'll come away with a better understanding of your customers, your business, and how changing technology will allow you to do a better job connecting the two.

4. What content will you be sharing and where will it come from?

Sharing is the heart of social media. What will you be sharing on the platforms you decide to use? Will you use video, audio, photos, or text? Will you only share stories related to your business or will you also bring attention to interesting things your customers have to say? Make sure to start well within your means. If it doesn't take much time or energy, it will be easier to maintain!

5. Who will be in charge of setting up your small business accounts and keeping them updated?

Will you personally be Tweeting, updating your Facebook page, and keeping your blog content fresh with stories and images from recent events or will you have help? Social media can be a lot of fun to participate in but it's important to measure the time you spend talking to your customers online against your primary social media objectives. If it makes sense to have one of your employees or a good friend take charge of social media for your business, don't be afraid to pursue that as an option.

Do you have any questions you'd like to add or a lesson to share from your own experience as a small business owner picking social media platforms to start with? Please use the Comments section below to share your knowledge.