Two vital business uses for social media

Are you utilising social media in the most effective way? Nathan Kwok says it’s time to put your unique stamp on twitter, facebook and LinkedIn and showcase your positive work culture.

It’s no secret that social media has really changed the game for small and medium enterprises (SMEs) looking to connect with their customers, and even to inspire their employees. However for most SMEs, using social media effectively can be a challenge. And even for seasoned users, there are always new and interesting ways to use social media to promote and manage businesses.

A recent Sensis e-business Report found that 50 per cent of SMEs using social media felt that it positively impacted their business. This is probably why a whopping 22 per cent of Australian SMEs surveyed forked out for social media advertising in 2011-12, often using it to direct potential customers to a company website or e-store.  But while many businesses, small and medium, have traditionally used social media for marketing and advertising purposes, there are some unexpected uses for platforms like Facebook, Twitter and Instagram.

You are your business, so let the world know!
As a business owner, you’re the lifeblood of your enterprise. Yes, you’re the person with the mind-numbing task of sitting with the accountant every few months. But you’re also the lively character who interacts with customers on a daily basis, who manages your staff, and who attends all matter of training and research events. You’d be hard pressed to find someone who lives and breathes your business more than you.

Naturally, it’s useful to make sure that your employees and customers understand that you dedicate yourself to the business. This is something that you do intuitively, even without social media. But with the Internet there are opportunities to do this more creatively and to the benefit of your business.

Great success stories include Redbubble (@redbubble), Surfstitch (@surfstitch) and Christopher Thé’s (@blackstarchris) popular Sydney patisserie Black Star Pastry. For example, Thé shares his experience inside and outside the business in a genuinely engaging way; from pictures of the specialty cakes he’s made and trendy cafés he’s frequented, to candid shots of family and friends.

The lesson to learn here is that social media, by its power to transform some of your daily activities, can help humanise your business. That’s great for reminding your stakeholders that you’re more than an ABN.

Get a personal Twitter handle and encourage your employees and customers to follow you. Then, go wild and share content created by you and your business!

Showcase your positive work culture
While small and medium-sized business owners often tolerate social media use among staff, the general consensus seems to be to avoid encouraging its use in the workplace.

But why not embrace it?

The idea is to create staff relationships worth caring about, and then—in turn—create a positive business environment worth capturing and sharing on social media. For example, have you got an exciting workplace event happening? Take a happy snap with the team and post it to the company Facebook page and encourage staff to share it.

In most cases, your customers will be happier knowing that they’re buying from a well-managed and valued business. They’ll reward you with loyalty and word-of-mouth.

Next time you’re stuck trying to figure out what to do next for your business on social media, try these two key ideas. Remember that as long as you and your employees are using social media for the right reasons, there are so many ways that your business can benefit in the long term. Get socialising!

Nathan Kwok is a writer for the Australian Institute of Management NSW & ACT.