Speech by Susan B.
Gene Marks The social media world has changed significantly over just the past few years —and it will keep changing in the years to come.
Today, social media is part of your small business simply because you transact — any customer can post a review or tweet.
Pick one platform and be excellent at it. The big three social media platforms are Facebook, Twitter, and LinkedIn. But there are dozens of others like Yelp, Instagram, Foursquare, and Pinterest.
Each of these platforms has its own unique communities, rules, quirks, and secrets. But try not to spread yourself too thin. Pick just one of these platforms — the one where you think most of your audience would be — and be excellent at it. Facebook, for example, has 70 million small business pages.
Twitter, however, is very popular with younger audiences and the media. LinkedIn is great for professionals. Pinterest is extremely visual. Read about your chosen site.
Spend a significant amount of time on it. Understand how it works. Have a specific objective. Sure, social media is a great way to stay engaged with your community.
Same with Twitter and other sites. Open up your wallet.
Otherwise it will be buried amidst everything else. This means having an advertising budget. Maybe hundreds or even thousands a month, depending on your objective. Do not go into this without a budget or you will fail.
I strongly recommend that you also hire a social media expert to help you. These are people who know the ins and outs of Facebook and Twitter. I pay them by the hour. They run campaigns, measure success, target audiences, and otherwise spend my advertising dollars. A few of them I even allow to engage with others online on my behalf with my supervision.
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