Social Media
Social media in its simplest form acts as a basic webpage providing your business information (see Web Presence). However, it can be used to do much more. It also can be a networking tool for building and maintaining relationshiips with customers by continuously expanding and facilitating interactions with your online network of people (customers, family, friends, and others). Social media allows for the exchange of information, including ideas, personal messages, event announcements, recipes, photos and other content. This information is viewable by all in your network. Individuals of your network also share this information through their other networks.
Why Go the Extra Step?
When used as a networking tool, social media makes it possible to reach a much broader audience while also getting to know and better understand customers (and vice versa) at no financial cost. While it can be time consuming, the resulting expansion of your social media network can greatly increase your customer base and/or the support for your business. Other benefits include:
- Provides a quick and efficient way to announce offers and events, promote new products, and keep customers updated on your business.
- Allows you to see what consumers and the public are saying about your business and your products.
- Provides free publicity by allowing customers to share your posts about your products/business with friends and others in their social network.
- Shows your logo every time you interact, building recognition of your “brand.”
Developing Social Media
To become engaged in social media requires first choosing a site where you will build your network. These sites are designed so you can easily enter your information, which will be displayed as your business profile. Then you create your network by reaching out to customers, family, friends and others. Often this can be done by linking to your existing email address book. Information can then be shared among those in the network.
Young family members or friends likely will be fluent in social media. They may be able to help set up an account and also offer tips and tricks on how to use it. There also are many resources online (see Resources below) that provide guidance for successfully choosing and using social media sites. The following social media sites are commonly used by small businesses:
- Facebook: A means for becoming socially integrated with a network of people, sharing both business and personal information.
- Instagram: A means for sharing photographs and videos.
- X (formerly Twitter): A means for sharing short messages (maximum of 140 characters). Often used to relay information about activities as they happen.
setting up your social media accounts
Creating a social media account only requires a few items and generally is fairly quick and easy to do. The specific steps may differ depending on the social media platform you choose, but at a minimum you will need to create an account (that is linked to your business email address or phone number), select a username and choose a profile photo. Also consider developing a bio and selecting a cover photo when setting up your account. Here is a bit more information and a few tips:
- Username: The name associated with your account.
On most social media platforms, your username is what people will search for to find you. It also appears in many places such as at the top of your profile and alongside every post you share through the platform.
Try to choose a username that is recognizable and memorable. Keep in mind that usernames include no spaces and limited special characters.
If you have multiple social media accounts (.e.g., Facebook and Instagram), use the same username on all platforms so that it's easy for your customers to find you online.
- Profile photo: The circular image associated with your account.
Your profile photo appears at the top of your profile and alongside every post you share. Many businesses use their logo or a variation of their logo for this purpose.
When choosing your profile photo make sure that the image is clear even at small sizes such as viewed on a smartphone.
- Bio: Short text description at the top of your profile.
Your bio is typically short and limited by characters. Use this to share a concise description of your business and/or share relevant information such as hours of operation.
Also consider adding a link to another platform (like your website) where you want people to find you. You can also use a url shortener to shorten your url to stay within the character limit of the bio.
Example: “Second Generation Californian Crab Fisherman. Selling locally at the Coastal Fishermen’s Market, Saturdays 8-11 am www.rockingrockcrabs.com”
- Cover photo: The horizontal photo that appears at the top of your profile page.
On some social media platforms, an additional photo appears at the top of your profile page. When picking a cover photo, choose a high quality image that adds additional insight to your business beyond what's included in your username, profile photo, and bio.
Example: A photo of your boat, your crew, a day at sea, or the products you sell.
Effective Social Media
Social media is most effective when the user not only maintains up-to-date business information (e.g., product availability, daily activities) and responds quickly to customers, but also provides information of general-interest (e.g., fishing/ocean conditions, product photographs provided by customers, upcoming television shows highlighting seafood).
Go to Creating Digital Content for more information on content types, features for engaging with customer and tips on what to post, what not to post and when to post.
Resources
5 Keys To Making Your Business Thrive on Facebook
Entrepreneur.
Facebook Marketing for Small Business: What You Need to Know
Social Media Marketing Society.
SCORE Association.
Social Media and YOU: The Benefits! (PDF)
Web Success Team.
Social Networks as Online Marketing Tools: New Trends in Social Media
Webbed Marketing.