Yesterday’s article from eMarketer reports small-business adoption of social media marketing has plateaued at 24%.
A recent study indicates small business owners who have adopted social media primarily use Facebook (82%) to maintain a company page to post status updates and link to items of interest.
Small business owners are frustrated with social media marketing.
The most common business objectives small businesses have achieved through social media marketing tell a similar story: Customers are connecting with companies through sites like Facebook and LinkedIn, but relatively few sales leads have been received through the sites.
A Facebook page is not a social media marketing strategy. It is a tactic chosen as the result of a well developed strategic approach to online marketing and communication.
It’s Not Your Fault
If you’re a typical business owner, you started your business because you’re good at something. You probably did not train to run a business and you’re not a marketing, communications or social media expert.
The 23-year old who set up your Facebook business page does not have your business experience, know who your customers are, or understand their buying cycle.
Don’t Give Up Your Expectations of Success
Before you throw in the towel, learn the answers to your question, “Are we doing this right?“
A social media audit reviews your current actions and highlights opportunities and possible pitfalls. Are there brand evangelists out there that you are not aware of? Are your employees really engaging in conversations or are they using social media as a broadcast channel?
If you need help with your social media marketing strategy contact me.
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