Small Business Saturday Blog

Big vs. Small: What Advantages Do Small Businesses Have On Social Media?

Monday, April 13 at 10:29
Customer Service | Marketing | Social Media

There’s no denying that bigger businesses have bigger budgets to spend on marketing campaigns, and whilst this can seem like a daunting prospect for smaller businesses, there are actually three great advantages for small businesses when implementing social media strategies:Personality PotentialHaving just a few individuals working with your social media means that you can celebrate and promote each person at your company within your social media campaigns. This can be anything from photos and videos of employees using a product, to articles written by a team member or specific ‘Q&A’-like sessions.A great reason for doing this is the boost in familiarity your customers feel towards your brand. Showing the ‘real people’ in your business will simultaneously increase the likelihood that customers will trust your brand, recommend it to others and return to it.Larger companies tend to be more faceless because they have hundreds of people operating their social media in order to cope with the volume of traffic they receive on a daily basis. Most of their personable aspects involve simply a by-line under an article or a first name sign-off at the end of a tweet. Instead, small business can take advantage of their individuality and give their followers reliable, human personalities they can trust.Individual Customer InteractionIn a similar line of thought to making the individual personalities in your business stand out, the way in which you interact with customers and respond to them online can also be an invaluable way to build your business reputation.Larger companies who deal with complaints on Twitter or Facebook often reply with a generic “Hi xxxx, sorry to hear about that, please contact our Customer Services on…” This method becomes little more than a signposting exercise, which ushers the complaining customer behind closed doors to talk about their complaint quietly. This re-direction also implies that it’s ‘inappropriate’ to use social media for complaints, when in reality, it’s the first port of call for unhappy customers hoping to get a little bit of support from the crowd along the way.As a small business, you can grit your teeth and deal with public complaints on social media head on. As long as you do this with respect and tact, you’ll be seen to be actively and transparently problem solving, and working with the customer rather than against them. The flip side of this coin also means that if you get positive reviews and testimonials, you can engage with customers in a public, positive way. The rule that imitation is the most sincere form of flattery is also true on Twitter, and re-tweeting a customer’s review or comment to your followers will also reinforce relationships as you build them.Story TellingSmaller companies also have a great opportunity to get creative with ‘story-telling’ on their social media. Whether this is an unusual description for a product or a video sampling an individual service, smaller companies can often take advantage of more focused group demographics in order to tailor content specifically for these target audiences.Larger companies can often be restricted by the need for overarching, crowd-pleasing content that will navigate language barriers, cultural differences and politics. Whilst it’s always important to take these factors into account when creating organic content for your business, the flexibility of a small business communication means you can talk to customers on a more colloquial level, incorporating details from a specific region, age group or interest.If you begin a campaign in which you ask customers to participate and get involved with the storytelling, as a small business you’re also likely to receive a more manageable amount of responses, which can lead to some engaging and unusual collaborative projects that are authentic and difficult for other businesses to replicate.By Olivia at Shake Social


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