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Corporate Social Media v. Small Business Social Media

Tuesday, March 24th, 2009

Image via Wikipedia

They’re not at odds. Nor are they even.

Differentiating between Corporate versus Small Business social usability may seem obvious to the trailblazers of Web 2.0 and the social media sphere, but it was a bit of an Oh 2.0 epiphany for me.

Lions, Tigers and Scales. Oh my!

“Does it scale? Does it scale?” Walk into a conference-room conversation about social media and the question of scale is bound to pop up. But what exactly does “does it scale” mean? Simply put, it’s a question of how a company (or an individual, for that matter) personalizes interaction with large-scale (tens of thousands, hundreds of thousands or millions) “fans,” “followers,” “friends,” “visitors,” “commenters,” etc. It’s a fundamental challenge in social media. I mean, how can you possibly keep up with that many conversations?

Well, that’s what the big companies are asking when they talk about “scale” in social media.

And it’s a great question, which I’d like to follow with another: Does social media scale a bit easier for small businesses because they’re a little lighter on their feet and better positioned to move/react more quickly? That is, if you’re a large corporation, with a national or international presence, the question of scale and how you can build 1:1 relationships with ever-growing audiences remains a weighty one, if you’ll allow me the pun. But if you’re a small business, do you have an edge maneuvering around in the socialspheres?

Small Business + Social Media = Perfect Scale?

I’d like to say I’ve done the math, but I don’t do math. So what I’m suggesting here, is that the smaller size of a small business, in comparison to larger corporations, enables more scaled down and targeted local (or even regional) efforts. I don’t want to suggest that it’s an easy or effortless process, but I truly believe that it’s refreshingly manageable when you can make a move without it requiring the approval of multiple departments or a Board of Directors.

Leverage your smaller size to build a more manageable community.

C’mon! This is exciting, no? Social media is something you can get your head (and your small business) around with a few less worries than the Fortune 500 folks. That’s something to feel good about in these trying economic times! You’re a small business. You’re nimble. You’re quick. You don’t own any red tape. It’s you and your customers. Oh, and your passion, (fantastically pre-built into most small businesses). Okay, now you’re all socially psyched. So what’s next?

Here’s my shortlist of small business social action steps.

You need to start with a strategic plan. Need help? Someone you know in your local community is surely über-motivated about social media. Find that person. Talk to her about what you want to do. (I might know a gal…)
Assess your current social presence and those of your competitors. Again, not sure how? Ask me. I know people. Heck, start with a good ol’ fashioned google search.
Identify your goals and objectives in entering the socialsphere. Not sure what they are? Hire someone to help you. Seriously. Do it right from the beginning. You’ll have plenty of opportunities to muck things up along the way…but at least get off to a good, solid, running start.
Do your homework! Find the right dot-com platform(s) by taking a look at them. Spend some TIME in the space. This isn’t for fun…this is for your business. (It’s just another plus that you’re likely to find it fun.) Check out twitter, linkedin and facebook for starters. Pick one or two to get your feet wet. Put your business hat on. Listen to the conversations taking place. Figure out how each space can work for your business before you start posting.
Set yourself up properly when you open up an account. Build solid profiles – if you write yourself a bio, give it some serious thought. Impressions are made quickly online. Be professional. Protect your brand. But, by all means, be you.
Identify your target audience within each platform. Use search tools to find the right people. (My Resources page offers a solid list of Twitter tools…just scroll to the bottom and take your pick.)
Engage and respond. Don’t be a lurker for long.
Learn, (MEASURE!), adjust and grow your network. Move those online conversations offline!
Do not be afraid to try.
Do not be afraid to try again.

Image by edkohler

When your corporate ladder is a stepstool, it’s easier to make the move into social media.

I know I’m speaking in general terms here about “small business.” So let’s be clear: There’s nothing in social media that is “off the shelf.” No matter what size your business is, you still need to customize anything and everything you do to fit your brand, your products and services, as well as your employees, whose participation you may well want to enlist. Chances are they’re already engaged in the social Interwebs and might be able to bring some valuable intelligence to the conference room table.

Still not sure social media is for you? Or unclear about what it can do? Well, I’m on the case…

With the gracious help of @cameronbarry, I’m preparing a “Social Gets Local” directory of small business social media success stories. Any small business in the Baltimore, Annapolis and Washington, D.C. areas that wants to participate can share its social media success story in a quick interview that we’ll then turn into a blog post here on GrayMatter Minute. Meanwhile, I’ll compile all of these local case studies into a directory that should prove to be a really great tool for all of us to reference as we build our online communities.

If you’d like to participate, please click here to learn more or contact me on LinkedIn or Twitter. I’d love to talk with you and hear your story. Because I think any small business that’s made the leap into new media, deserves BIG kudos on every scale.