Successfully Implementing Social Media Marketing Strategies in a Small Business Setting

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Introduction

For much of recent history, small businesses have been able to survive by offering customer-centric services that their larger competitors cannot. There are several things that the “mom and pop shop” can offer that a larger storefront or organization historically can't match. One major advantage of smaller stores is more personalized customer service and a customizable shopping experience.
In an online marketplace, the small business loses this advantage. Large corporations are able to respond to customer concerns immediately no matter what the time or where the customer happens to be through the use of social media. Outlets such as Twitter have helped businesses achieve great success in meeting customer demands and responding to complaints and concerns. Businesses are also able to offer coupons, deals, and special offers through social media. Customers are encouraged to check in virtually, to contribute content, and to otherwise engage with the business and with other customers. The result is a more customer-centric marketplace overall.
In theory, all of these social media opportunities are just as available to the small business owner as they are to large chains and companies. In practice, however, the small business faces difficulties that the larger organizations do not. A successful social media marketing campaign requires more than simply signing up for a Facebook and Twitter account (McCrea, 2012). Without a large budget and a team of web savvy employees, a small business owner will face difficulty reaching and engaging with customers on the level that they've come to expect from larger corporations. Understanding how to correctly and successfully attract and engage customers via social media outlets may...

... middle of paper ...

...or an off-hand comment, and a good reason to ensure that employees who represent the company online are well trained and web savvy.

References
Ankeny, J. (2013). Playing for keeps. Entepreneur, 41(9), 62-64.

Dunning, M. (2014). Social media marketing efforts create web of risks for many firms. Business

Insurance,48(02), 06.

Harris, L., & Rae, A. (2010). The online connection: transforming marketing strategy for small

businesses.The Journal of Business Strategy, 31(2), 4-12. doi:

http://dx.doi.org/10.1108/02756661011025017

Johnston, M., & Marshall, G. (2013). Contemporary selling: Building relationships creating value. (4th

ed.). New York: Routledge.

McCrea, B. (2012). Soci@logy. Black Enterprise, 42(08), 74.

Solomon, S. (2013). Content enjoys a glorious reign. Marketing Health Services, 33(2), 8-9.

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