Building business using social media

by Ashvini on April 28, 2014 · 2 comments

in Social Media

From JD Power’s study, “67% of consumers have used a company’s social media site for servicing, compared with 33% for social marketing”.

Social media picked up pace a few years ago. Initially, to search for something, one had only a few options such as search engines (Google being the most dominant one). With entry of social media people could suggest their friends and customers opinions of a product or a service.

Social media enabled people to connect with the audience on a personal level. Connecting with a person was much easier than a brand. Seeing a person live, in a video or through a blog was definitely more effective than a personal brand

Small sites are at a disadvantage in search engines

If you operate a blog or a small business website, you would be painfully aware that it is not easy to rank on Google these days. Big sites with huge resources at disposal, are well placed to knock your about “hundred pages” site down. As an entrepreneur, you know you can do only so much to popularize your product. Google’s frequently changing algorithm creates further problems. Also if you do not have enough money to buy the ads, you will be priced out of the market

Social media can build a brand

Building brand is a slow process. Building brand often may not lead to immediate sales. It is a more long term strategy. A brand stands for something that entrepreneur believes in. If you are an expert in creating websites that is your brand. The more you share your expertise (and sometimes use it to help a community you belong to), the more you get known. Read about Building A Brand vs. Building A Business.

Social media helps you to showcase your brand by

  • putting these stories out in the open
  • Reaching audience without waiting for search engines to show it.

With Social Media, you decide how and when to build your brand.

Social media is a connecting device

Social media is a great place to connect with customers. When one shares an article, a finding or a press release with the intended audience, its reach is amplified by further sharing. Also the comments and likes that are received on the article or outside it ( by email or other appreciation) indicates the level of engagement with audience.

Sometimes these relationships go sour but it is an expected clip_image001hazard that needs to be managed.

Sharing others’ content is beneficial

One of the phenomenal things about social media is that you can share content that is not exactly related to your business area or not even from your own site and still gain from sharing it. People who are clued to your channel would like to know more about the things you are trying to share. It helps them to connect with your brand more.

Pick channels that work for you

Social media though is very fast moving medium and keeping up with the trends is time consuming. It is important to choose what works the best for your site.

A picture based site ( for example art works or recipe ) might benefit tremendously from images based social media sites such as Pinterest while text based sites benefit from Facebook and Twitter. A surprising addition called as Stumbleupon, sends this site some traffic. Showing your expertise on Reddit can fetch some good awards as well.

Caution: Social media is not your property and rules can change

Because of the financial situation, social media companies can change rules adversely affecting your site. If you have built a business around a single social media site then it’s a risk you are taking. When social media sites change the rules you might lose some traffic. Facebook rule changes had a massive impact on the social media reach recently. Diversify social media footprint and avoid reliance on a single site.

Social media is the best bet today for brand building and customer engagement.

Image courtesy of [Master isolated images] / FreeDigitalPhotos.net

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{ 2 comments }

Adrienne May 2, 2014 at 1:21 am

Hi Ashvini,

While I was doing some research about the dofollow/nofollow issue because of Google I ran across a few articles on some major sites and they basically are saying the same thing about the big brands. Google is catering to them because that’s how they’re making their money and we just can’t compete price wise for those keywords. So what little views we may get or if we do show up in the search engine you can pretty much guarantee that you won’t be staying there for very long.

Social media is the best way to get yourself out there and build your brand. When people are talking about how great you are or what your provide then that goes a lot further I think then the search engines. They are usually looking for a one time solution but if someone you know recommends you then they’ll pay much more attention to what you offer, for the most part that is.

Then again, don’t just focus on one area of that can always be pulled out from under you too. I still say build the referral traffic and you’ll do so much better than most.

~Adrienne

Ashvini Kumar Saxena May 19, 2014 at 12:22 pm

Hi Adrienne,
Sorry for the late reply .
I believe that social media is our biggest savior for now. Also we need to be guarded against its quirks as well. Google is now completely out of line for the small business and I think the only thing that we can do is to be in its good books so that we can manage some traffic from there. But overall situation for small business looks quite bleak with respect to Google.
Thanks for your comment :)

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