Tag Archive for 'Ilise Benun'

Small business, social media and the Tour de France

The 96th Tour de France will be staged soon to determine the greatest cyclist of the year. Competitive cycling is a lot like being a small business owner: You have to sprint when necessary and grind out mountains of endurance all the other times.

Regularly, a Tour competitor will “break away” into the lead and leave the peloton (the biggest bunch of riders) behind. Whereupon one of the TV commentators will say, “Someone better chase him down,” so he doesn’t get too far ahead and glide across the finish line unchallenged. But the “chasing down” only happens once it’s clear that the break-away has the “legs” and isn’t going to fizzle and fade back into the pack. To make the move too quickly would waste energy resources on someone else’s ill-advised dash.

Whenever something is new, trendy and/or unproven in the marketplace, there is often a lot of hype about it as the next greatest thing, not unlike the early stage of a break-away. Wise small business owners are not easily pulled into chasing down these fads because the return on investment has not been proven. The social media craze has been one such example – until now.

Reasonable people can disagree as to the relative value of social media sites, such as Facebook, LinkedIn and Twitter, just to name a few. And I’m on record saying that in a few years, we won’t talk much about these brands. But we will still do what these sites have helped create: build online communities; and for a business: build online customer communities – a term I prefer to social media.

So, if you’re one of the many skeptics of the value of social media, your reaction may have been to not participate. But it’s now time to realize that this guy has legs. Let me say this one more time: Social media may be a craze, but it’s not a fad.

Even if you don’t yet have a social media strategy, even if you don’t know how to create value for your company, even if you still think it’s just silly, you must now think like a member of that Tour de France peloton: You can’t let the break-away leaders get too far ahead, or you’ll lose sight of them.

Start chasing down the leaders by opening a Twitter account and spend only a few minutes there once a day; post your profile on Facebook and learn how the inhabitants of this universe behave; find someone, or a company, whose values and ideas you like and subscribe to – and comment on – their blog.

You can be successful without winning the social media race, but not if you don’t at least keep the break-away leaders in sight.

Recently, on my small business radio program, I talked about social media with marketing expert and Brain Trust member, Ilise Benun, author of Stop Pushing Me Around! Take a few minutes to listen to our conversation on this important topic. And, as always, be sure to leave your thoughts.

Can social media be dangerous to your small business?

Social media for individuals is as easy as falling off of a log. But for a business, could social media actually be dangerous? In my opinion, absolutely.

“Blasphemy!” you cry. “Heretic!” you say. Guilty as charged. Remember, Martin Luther was a heretic with a blasphemous message. But today’s heretic may be tomorrow’s prophet.

For a business like mine, which creates content for the consumption of an audience, social networking is pretty logical. But for a Main Street business, like a restaurant, dry cleaners, contractor, etc., these folks struggle to create an effective social media strategy, if they even try at all. And by effective, I mean one that brings in business without shifting too many resources – especially time – from classic strategies that have worked. And that’s where the problem arises.

Sometimes I fear that some business owners, especially start-ups, get caught up in the social media whirlwind and, since it’s all the rage, actually believe that spending time “connecting” will cause the sales dollars to roll in. Connecting is a good plan; connecting at the expense of executing tried-and-true marketing practices – not so much.

Even so, social media as we know it, with all the attendant sites and applications, may be a craze, but it’s not a fad. It is real, and it will last. And just like the evolution of websites, in time we will use social media less as entertainment and more as a tool. But for the time being, the social media phenomenon is pretty obnoxious and yet to be a universally beneficial tool for every small business.

So the rest of the answer to my blasphemous question is this: To prevent your social media marketing strategy from being dangerous – or almost as bad, not having one – practice the concept of both/and rather than either/or. This means that while you continue to develop and execute on your traditional marketing strategy, simultaneously get involved in and learn about life and business in the 21st century social media universe. Get a LinkedIn page and use it, but don’t live there. Acquire a Twitter address and do some following, but don’t get sucked into the time drain.

Nevertheless, to demonstrate that I am an equal opportunity heretic, consider this: With every year that goes by, social media will become a bigger part of the marketing strategy of your business, while traditional marketing strategies will become less.

Recently, on my small business radio program, The Small Business Advocate Show, I talked with one of my favorite heretics, marketing expert, Ilise Benun, author of The Designer’s Guide to Marketing and Pricing. Ilise is even more skeptical of the immediate benefits of social media for Main Street small businesses than I am. Don’t miss this opportunity to hear a couple of heretics/prophets. And, of course, I would love for you to post your own blasphemy right next to mine.

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