You may want to use social media, but nagging questions keep coming up. Chances are those questions are one or all addressed by Monica O'Brien on Social Pollination recently. O'Brien says 25 percent of small businesses are now using social media to help their sales – a number sure to grow if you keep the fear factor down and follow the advice:
- How do I find the time? is the first question. O'Brien says that social media is not something you do on the side. It is a full-time job and so you will need to hire someone to do it. You could migrate someone on your sales and marketing staff to take it on if they are passionate.
- But my lead generation works now, why mess with it? is the second question. Whatever you are doing now, social media can triple it, O'Brien says. Retain your current lead generation, but change up the way potential leads get to you – either from social media, online, Web ads, sponsorship, SEO, etc. If you are worried about getting too many leads, you can vet them as you get them. You should be so lucky.
- How do I measure my traffic in social media? is the next question. O'Brien says it is a myth that all social media measurement takes place at the end of the campaign. In social media campaigns, the measurement parameters are set before the campaign is designed so that you are getting the data you need.
- Why does it take so long to see results? is a vexing question. O'Brien says that most companies will just post a humorous video on YouTube and hope for millions of hits. But it doesn't work that way. In fact, O'Brien says, “Social media does not work quickly.” You will need to foster relationships and content with every social media tool you use.
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