Social Media: Take the Long Road

It’s no secret that many small businesses aren’t taking full advantage of all social media marketing opportunities. With so many options, most still focus on Facebook. And of the companies working hard at it, the majority aren’t seeing returns. The reality is, however, return on investment (ROI) isn’t always immediate. And that’s okay; there are less quantifiable (but no less advantageous) benefits—such as brand awareness—that take longer to show value.

Having a diverse presence matters, so mix up your social media game to help solidify your company as a viable organization. Partners, current customers and prospects are all part of the social media equation, and they’re paying attention. And when it comes to ROI, broaden your definition. It’s not always about dollars and cents. Introductions to new audiences, unexpected partnerships and media opportunities also add value.

The first step? Find out where your customers spend time—this means branching out beyond Facebook. Dedicate resources, build profiles, add content on a consistent basis and take advantage of each platform’s small business tools. And don’t get discouraged. Many people lurk in the background, so lackluster engagement shouldn’t be a showstopper. But keep in mind that social media isn’t simply about publishing, it’s also about listening, responding and having meaningful conversations.

For more information about social media ROI, take a look at a recent webinar in the Manta Small Business Expert Series. (Manta.com)

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