So much has already been written about social media. In fact, many businesses have already ingrained social media into their business and marketing strategies. So, it comes as a huge surprise to see a few which are complete laggards. While businesses of all sizes and shapes have an established social presence, a number of them are still behind and beyond the social media realm. This is purely due to of the lack of a defined structure and strategy.
After nearly three years in online marketing, which includes a whole lot of social media activity, I must agree on one thing. Small businesses are certainly more receptive to the ever changing technology and the media that constantly evolves with it. They are also more likely to benefit as early adopters to these initiatives. They leverage the small amount publicity they get in the initial years and by the time other big businesses catch up, they have estbalished strategies which sets the ground work for big businesses to build on.
In the last few years, working for a small business, I have experimented with every new online marketing initiative that has been thrown at us by tech-savvy entrepreneurs. Some of them stuck by, and some of them, well, got stuck. From the early days of Delicious & Digg to Wordpress & Livejournal, as well as the recent phenomenon named Twitter & Facebook, I have tried everything new that came out of the box for my old company. Today, it is fairly well known in the Social Media and Online Marketing world. If I look back on the proudest moments of my employment, two instances stand out among many others:
When our online marketing initiatives were used as a Case Study for a Text Book for Master’s Degree and when a renowned Search Engine Marketing service provider patted our back in front of 200 other online marketing professionals. While these two instances are much cherished moments of my life, I also wonder what made the online marketing so successful in a small business such as the one I worked for.
It immediately strikes to me that it was neither my enthusiasm for new media, nor the technology that was on offer which made these social media initiatives sucessful. Without outstanding business leadership, you neither get the enthusiasm, nor are aware of technology. I clearly remember when I was offered the role, I was told that apart from my regular responsibilities, I have two hours to read and keep abreast of the development of online marketing, which probably made what I am today. Something like a Google philosophy: 20% time
Now it pains me to see injudicious timing, ill-advised social media approaches, particularly when the media space is completely convoluted. I feel that given the current adoption by businesses, you really need to rise up and stand tall to make your mark. Companies with inward looking social media approaches are sure to hit the wall as soon as they open their doors. Facebook & Twitter offer two of the most exciting platforms for businesses to take off. Both these platforms certainly deserve a clarity of thought and a well defined strategy, otherwise they are sure to be also rans.
