Signalfire | Brand Matters

Small business owners have a lot of hats to wear. Administration, sales, marketing, technical support, and the list could go on forever. Social media becomes just another thing to add into a crowded day. Since most small businesses don’t see the return as immediate or perfectly clear—most will keep social media on the back burner. What if you could dedicate fifteen minutes per day and still have a rock solid social media presence?

Most business owners see social media as wasted hours of staring at a monitor with little to no measurable return. Comments are often made, “I don’t know anyone on [insert social media platform],” or “I don’t have any customers on [insert social media platform].” My response focuses on two simple statements: First, you don’t have to put a lot in to get a lot out. Second, you don’t know anyone on [insert social media platform] – that’s the point.

You Don’t Need to Put A Lot In To Get A Lot Out

I know, most social media savvy users will look at this statement and object. A lot does go into effective social media and the more you put into it, the more your business will get out of it. However, the stereotype is cast that for social media to be effective, it must be watched like a hawk and decent social skills are optional. This could not be more wrong.

The right time discipline and the right tools come together to give even the newest social media users a springboard to success. Interpersonal skills in social media are dismissed too easily. Those who will succeed with social media are the same ones who walk into a crowded networking event and immediately make connections. Those thinking social media are people hiding in their basements miss the larger fact. Social media is just that – social.

You Don’t Know Anyone or Have Any Customers on [Insert Social Media Platform]

During a recent meeting with a long standing client, we began discussing the strategy behind social media and the importance of the entire medium. Having been more traditional in their marketing approach, they’ve veered away from most forms of internet advertising. With the success of a competitor, they are re-examining the idea.

“I don’t know anyone on Twitter,” their office manager added to the conversation.

“That’s kind of the point,” I replied.

You don’t have customers on social media. How do you know? Why not do business with people there? Are you willing to walk away from a market that may be looking for your services or products? From aluminum die casting to zoological supply distribution you’re going to find a conversation in social media. Just search for it.

How Do You Get Your Social Media Management Down To 15 Minutes?

Three things:

Know what social media platforms work for your business

Investigate and learn the difference between Facebook and LinkedIn. Twitter and Foursquare. A little bit of research or attending the right workshop will give you the insight needed to figure out which platforms connect best with you business’ interest community. Good social media isn’t everything social media – it’s knowing where and how to engage.

A great dashboard setup

Hootsuite, TweetDeck, Seesmic, Mixero, or any of the countless dashboards available. Play with them, customize them and find what works for you. Be sure to include critical things like open Twitter keyword searches, hashtags, and groups. No template is right for everyone. This display will allow you to quickly respond to relevant discussions and meet new people.

Stick to a schedule

Writers have an expression: The first rule of writing is to write. Same goes for social media. Dedicate time each day to review or engage in discussions, respond to people, and learn important topics. If limiting your time is a problem – buy an egg timer. Set it for fifteen minutes and shut it down when you’ve reached your time, but make sure it is every day. It may be tough to start, but once the habit is formed it will give you returns in spades.

Getting a lot out of social media in just fifteen minutes may sound like a pipe dream, but when you are in tune with your message, have the right tools and the the right discipline—it is not only doable, but will be successful. How much are you getting done in fifteen minutes? You’ve got twelve minutes left since starting to read this!