I'm going to say up front that I love when a business hires me to handle their social media marketing; not only because of the business itself, but the chance to design a program that works for my client. However, before any business takes a step towards social media as a marketing tool, whether on their own, or letting someone else handle it, there are new developments they need to take into consideration.
Not that long ago a Facebook business page offered a great opportunity for free marketing, and everyone had heard the stories of the pages that became phenomena in their own right. And the common cry was, "You have to have a Facebook page!"
And that was what many businesses did, particularly the smaller ones. Some of those pages are now sad, empty virtual store fronts, but other businesses have dutifully posted to their pages. Maybe not every day, maybe not every week, but they posted.
Unfortunately that faithfulness isn't offering the rewards it once did, and in truth hasn't in a while.
What has been happening is that Facebook has truly become a corporation, and has been decreasing its "organic reach" (how your free posts appear in newsfeeds). And they are doing so again. Rumor has it that the changes is so that businesses will buy Facebook advertising, or buy "likes" to boost a specific post, and there is a strong likelihood that rumor is true.
It has always been true that if you aren't active on Facebook (at least 3 times a week) that your posts would get bumped from newsfeeds by more active pages. This also requires having "sharing" and "liking" occurring. Now this is even more so.
The truth be told, you can't just concentrate on Facebook. All of the social media platforms are intertwined. So to have it worth your while you need steady activity on Twitter, Google +, and Linkedin (at minimum). We won't even get into the power of original content (blogs) or YouTube.
This is where you need to decide whether you can commit to social media.
Small businesses always have had challenges when it comes to marketing. They try very hard to stick to flyers and business cards they can do themselves. Maybe get a free website up. And try to do a bit with Facebook. However there comes a time when you have to go to a printer, or get professionally done business cards, and its the same with social media. You have to ask yourself whether you have the money, or the time, to make it work for you?
Cathy Mosley brings her 26 years of storytelling and writing experience to the realm of Social Media. To help small businesses.