Social media, two words that consume today’s society. Just as individuals can take advantage of platforms such as Facebook and Twitter small business have the same opportunity. As a small business owner, social media can be one of the best marketing tools available.

There are two main questions to consider when thinking about using social media: why do it and how can I make it effective? First we’ll look at why:

When a business is just starting money can be tight and social media provides a free avenue of marketing. Sending out a tweet or posting to Facebook can be a cost-effective way to get a promotion out to customers, as there is no cost outside of the time spent. While it does not cost to advertise on these platforms, as little as $5 a day can help a business owner tailor their advertisement to the appropriate target market.  Although, spending money to maximize the target market is not required, but it may become beneficial in the long run as customers will be more tailored to the business.
Social media can also allow a business owner to offer better customer service. Many times customers have question, comments, or concerns about a product or a service being offered by a business. When using Facebook or Twitter, the customer has the opportunity to communicate directly with the business on a public format that allows others customers see the quality of customer service provided. Additionally, when businesses provide information to customers about a product or service, the business adds value to what they are doing as they are positioning themselves as an expert in the industry.
Now for the how question:

The true advantage of social media is the ability of business owners to put their own voice into a promotion for the business.  Social media, when used correctly, can help a business grow, but the business needs to tailor their voice to the image they want to project. Social media can be helpful or harmful depending on the image that you project and whether or not that corresponds to the business environment you are trying to create. For example, a law firm may be doing themselves a disservice by posting playful photographs on their social media accounts if they are trying to project an image of a hard work ethic for their clients. On the other hand, a photo of a satisfied client with a quote may go a long way towards boosting the business or an article link that clients may find to be useful. Similarly, a local brewery may benefit from photographs of events (such as tastings or live music) in their space, but they may do themselves a disservice if they post a rant about how frustrating it is to work with the city on permits or another political matter.
Another key point is to understand that not all social media platforms are the same. Thus, what may work on facebook may not work on instagram and vice versa.
In addition, to be extra effective on social media, try to figure out which platform your customers use the most and focus on that one. For instance, if your customers are more likely to use facebook, concentrate your efforts there and expand to others if the opportunity is right.
Finally, social media is massive and it is hard to get noticed. If you really want to boost your social media presence, you have to make strong content on a regular basis and be active. Thus, a restaurant posting pictures of the daily specials or a staffing company posting job openings would be good ways to use social media.
In conclusion, social media is a powerful tool and it is important for all small businesses to have a presence, but before you make the plunge, consider how it can best serve you. Know your customers, know your market and think about ways to tailor your social media presence towards your business goals.