The Single Most Powerful Use of Social Media for Small Business

Image s1ng0 via Flickr

I get asked all of the time for tips on simple ways to use social media in a small business that don’t require vast amounts of time.

I mean, small business owners know they need to get more involved online, they hear about and see it on TV daily, they are using more and more in their everyday lives, but when it comes to their own small business, it’s still taking a bit of a back seat because they fear they don’t have the time to do what looks and feels like a bunch of work for little immediate gain.

So, before I ever send an apprehensive business owner off to chase Twitter and Facebook followings I always start them with one simple tactic aimed at three very important groups.

So, here’s my advice: If you’re looking for the single most powerful use of social media in your business follow this simple plan.

The single tactic

My tactic of choice is one of the easiest to employ, automate and orchestrate and it has noting to do with tweeting. It’s simply the act of plugging in and listening to what people that are important or potentially important to your business are doing and saying in all of the social networks they participate in. Understand though that I’m talking about very focused listening here, that’s why this is a high payoff activity.

That’s right, you can derive immense benefit through social media tools without actually doing much more than listening. The first tool of choice is Google Alerts because you can set up countless alerts and receive daily email digests for all. Of course you’ll want to add another free tool such as Social Mention because it will help you pick up things that Google Alerts misses. I simply put my Google Alerts into Google Reader so I read them when I want and I bookmark all my searches in Social Mention and add a Listening Folder to my Bookmark toolbar so I can refresh the results anytime I like. (You can also step up to some paid versions like Trackur and Social Report)

The focus

Of course the next step is to determine who and what you’re listening for. Of course you’ll want to set up alerts and bookmarks for your own brand, that’s just common sense, but there are three other groups that I suggest every small business start tuning in to.

1) Clients – create alerts for all of your important clients and even go as far as adding their blogs to your RSS Reader, creating a Twitter List and adding it to a tool like TweetDeck and exploring if your CRM tool allows you to add the social connections for your clients (BatchBook, Highrise or ACT! all have this function). Monitoring what your clients and prospects are doing and saying in social networks will allow you to anticipate and serve their needs and build relationships much faster. A funny thing happens when you start to view your clients as real people!

2) Key Journalists – Almost every journalist is using social media these day and that includes this new breed of journalist we call bloggers. When you can locate the key journalists and bloggers in your industry or community, and you start to tune in as detailed above, you can find ways to engage them and build relationships by simply participating in their conversations with tools that didn’t exist just a few years ago.

3) Strategic Partners – I write about the notion of creating a team of best of class partners to bring to your clients frequently and one of the best ways to recruit and activate a strategic network is through the use of the systematic listening I’ve described here. This is a great way for you to learn what your partners need, how you can refer business to them and how you could create an entire content portal around all of the information and education your partners are putting out daily.

The payoff

Of course listening is simply the starting point. But, by using a systematic approach to listening and focusing that approach on the highest payoff audiences, you can now engage those you are following and know that your time is well spent. It may be fun having a debate with a random stranger on Twitter, it just might not be a wise use of your time.

However, when you track your clients you might just learn that your largest client has a new grandson or just watched their oldest receive a diploma – these life moments are excellent opportunities for you to come to know more about the real stories that make up your business.

When you read an article by one of your key journalists written about a topic you just happen to have a great deal of research on you can immediately jump in and comment or engage in ways that make you a valuable resource. Or, you can comment thoughtfully on a blog post of one of your key bloggers and start to build a conversation relationship that could eventually turn into a guest post opportunity.

When one of your strategic partners mentions they are looking for a programmer with API experience, and you know a wiz in that specialty, you can quickly step in and refer a solution – that’s the number one practice in generating your own referrals by the way.

So you see, if you’re one of those still confused about how to make social media pay or where to start to get your social media marketing going, look no further than your ears.

I talked about this very subject briefly in a video interview with Bryon Elliot on a visit to Orange County.

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  • Craig Kelley

    I agree with this post. Although, I do think scheduling and, particularly, branding your tweets is very beneficial for growth.

    Thanks for sharing,


    • ducttape

      Craig, I wouldn’t disagree with that – I’m simply putting out what I see as the highest payoff activity for anyone that is trying to determine where and how to get the best bang for the buck.

  • Troy Duncan

    Listening is an acquired skill that i’m still mastering. Whether online or offline, I’m still learning who to listen and discern.

    • ducttape

      Troy – very true, particularly when you’re trying to tune in to so called influencers, but are you listening to the groups I mention in this post, that decision is a pretty simple one.

  • Mikej

    John, I loved this post. I have written on my strategic partners who have been a huge influence with my company. It took some time to find the right people that have the same business model but I can’t say enough about them.

    • ducttape

      That’s a great testimonial to the power of this approach – good stuff Mike

  • Ricardo Bueno

    John: Great advice! Very simple to do and extremely powerful in my experience as well. In particular, I do this to stay on top of what clients are doing so that I can engage with them period (whether they’re talking about my product specifically or just having a casual discussion on any other variety of topics). I want to engage with them, always.

    I also do this to connect with potential customers. You know, to hear what people are saying about my product, my industry. And find areas where I can be helpful in general. Seek to help first, selling comes second.

  • Bill McF

    This really is a fabulous plan! Thanks for the advice. Social media is taking the Internet by storm and its definitely confusing for some people that don’t know where to start.
    Our Chatmeter service is a great tool for people in this category as we do all the tracking and searching of social media for you! If your one of those “lost in the media” kinds of people you should check it out.

  • Shilpi Roy – Virtual Assistant

    Its good investing
    in Social media. Social Media platform is ideal for different uses and should
    therefore have a customized strategy. Due to the rapid rise in popularity and
    relevancy many online marketing companies now offer Social Media Marketing
    and strategy development services which are paramount to the success of
    Social Media as a viable marketing channel.Shilpi
    Singha Roy

  • Kathy Z. McNamara

    John, thanks for the valuable information.  I didn’t know about Social Mention for alerts, so I set that up today.  Thanks so much for sharing such great tools. 

    • ducttape

      I like to mix and match a few tools like this. I’m always amazed at what one tool or another might miss from time to time

  • Kate L Williams

    John: Thanks for this great advice which I’ve started passing along to my small business clients. Thanks for emphasizing “listening” as a first social media priority for small businesses. And, as a valuable bonus, you offer your “how-to’s” and tools. This makes your advice actionable and that doubles its value for my clients.

    • ducttape

      Hey Kate glad you can find immediate practical use from this.

  • link building campaign

    Social media is really the best area to invest especially today. Facebook, for instance, dominates over some social networking sites. So it’s a great advantage for the internet marketer.

  • Erin Jones

     Great advice, John!  Thanks so much for the Trackur mention!

  • John Fitzgerald

     Great advice!

  • Himanshu Handa

    John nice tips for the small business from social media.
    Webfluenz works in Social Media and real time web. Apart from providing services in the areas mentioned by you, we also give analytical reports in real time to our clients. To know more check out Webfluenz.