Social Media for Small Business

In a recent post, Social Media as Sustainable Marketing, I commented on the use of social media to eliminate the use of paper, ink, transportation, and distribution - all associated with traditional marketing actives like trade shows, direct mail, and print adds. Many traditional marketing actives are resource intensive. As a sustainability consultant, I view social media as an improved marketing alternative and a viable business strategy for businesses integrating eco awareness in the building of a sustainable business.

With small business resources limited by current economic conditions, many small businesses are cutting back on their marketing efforts. However, in my professional consulting, I urge clients to not only continue their marketing efforts but to do so by utilizing existing and current small business resources: the internet, existing networks, and communities. Marketing in a recession isn't about marketing less; it's about marketing better and smarter.

There are different types of social media and used appropriately, can contribute to a comprehensive marketing strategy:

Publish information: YouTube, Twitter, Flickr
Share information: del.icio.us , digg, StumbleUpon
Network: LinkedIn, FaceBook, MySpace.com

Social media is inbound traffic to capture and convert to sales. It's also a state of mind, characterized by community. It's an opportunity for your business to engage in conversation by publishing information, promoting others, asking questions and gathering feedback. Engaging in community is embracing the sustainability concept of stakeholder engagement. Engaging stakeholders is not only a means of building sustainable business, but it is also a powerful way to harness and drive an effective social media campaign.

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