Social media has become just one more process we add to our daily lives. Just like we eat or brush our teeth, we log in to a computer or our smartphone to see updates and add our own. Many of us cannot go a day without looking at our Facebook, Twitter, Instagram, LinkedIn, etc. And for some, an hour is even too long to go without checking in. It is amazing how the introduction of these new outlets can change an entire culture.
I cannot say that I am the biggest fan of these programs and apps. It would be nice to sit at dinner without my daughters needing to “Check-in” or take a photo of the food they are about to eat. It would also be nice to have more face to face conversations and not have to hear through the grapevine what someone saw or posted on their “wall”.
But there is no going back. We have to change to keep moving forward and growing, and along those lines we have to adapt to and accept new things that are brought to our attention. And while my field service software business uses all of these social media outlets (none that I am in charge of, but have a skilled team to handle) the question for field service businesses is, “Do I need to be active in social media?”
As a former irrigation business owner, I can tell you that I would probably not have put my business on Facebook or Twitter back then. I did not have the time and, to be honest, wouldn’t really understand how it works. My generation didn’t grow up this way, and I think unless you were raised on technology and all it has to offer, it is a tough process to take on.
However, new equipment, skills, and people are coming into small businesses every day. There are certain things, like Facebook or Twitter that could actually help your business. Before you create the perfect profile picture and a witty status, there are a few things that should be considered.
Time – Your first consideration should be with time. Do you have enough of it? Can you afford to give up time on a different project and put it towards social media? If you don’t have the time to manage separate social pages, is there someone in your office who does and can?
You will come to realize that this is a place the public can see. If someone writes a complaint or bad review about your company, the public is able to see this. Is there enough time within your business to review your sites every day and make sure bad press is not going around the interwebs.
Audience – You will next want to decide if you have the appropriate audience. How old is your typical customer? What are they using social media for, if at all? Which types of social media are they using?
It may not be the worst idea to survey your customers and see what they think of social media and what they are using it for.
Offer – If you decide social media is something your company should be active in, you will then need to decide what you will offer customers. If all you can bring to the table is witty statuses, you may want to focus your attention elsewhere. If you can provide pictures of your work and ways your company is involved in the community, you are in better shape to see some return on investment from customers and potential customers.
I believe one of the best ways to use Facebook, as a small business owner, is to offer discounts or hold contests. Any way customers can get a deal and that you can draw more attention to your business is a good thing. If you can present something memorable, you will build a stronger relationship with your customer.
Also, if you really want to interest your followers, don’t make your posts all about you. Follow the 3 to 1 rule: For every one post you make about yourself, make three posts that aren’t related to your business. For example, at HindSite we share a lot of small business resources from source like Entrepeneur, the Harvard Business Review, the Deluxe Small Business Blog and a host of other great resources. Find similar resources in your niche. By sharing great, helpful content, you’ll get more eyeballs on your occasional self-promotional post.
Just because everyone and their grandmother is using social media, does not mean everyone should be using it. Determine if your Instagram picture will really help to bring in more business or if your time would be better spent focused on other business tactics.
In the irrigation business and looking for new ways to grow besides social media? We recommend looking in to irrigation software. Not sure where to start or if software is even right for your business? Check out our Irrigation Software Buyer’s Guide! It is filled with great information to answer your questions and get you started.