In the past, big brands held the advantage with traditional media: bigger budgets, esteemed ad agencies, impressive websites, and large sweepstakes. Now in the social era, even the smallest of businesses can find success and achieve incredible gains without a single ad spend.
One way small businesses have the advantage is response time. While large businesses can be bogged down by lengthy approval processes, small businesses can respond instantly, whether it’s with a quick video on the flip cam or personal response. In my experience as a community manager for a plant brand, I read on our Facebook page that a contest winner received her plant in poor condition. I immediately responded to let her know that we would ship her a new plant with extreme care to ensure a safe arrival. She not only thanked us right away, but posted a picture of the new plant in her garden along with a glowing thank you on our Facebook page for all to see how thrilled she was. By acting quickly, I was able to prevent this woman’s negative experience from spreading to the online community, as well as her personal connections.
Another advantage for small businesses is the opportunity to crowdsource ideas in lieu of focus groups. One example is Bethenny Frankel, a natural foods chef and Bravo TV star, who recently used her social channels to gain feedback on her upcoming snack bar. By asking her fans what they’re looking for in a healthy nutrition bar, she gained immediate feedback from a pool of her 660,000 fans. Not only does she get responses directly from the individuals who are most likely to purchase her products, she saves considerable time and money from conducting a focus group.
Lastly, small businesses can utilize social media to talk directly with their fans. Makeup artist and cosmetics line creator Mally Roncal posts “Ask Mally” videos on YouTube answering individual fan questions. These personalized videos show how much she values her customers and cares about their opinions. This personal touch is more meaningful then any glossy branded video that cost thousands of dollars to produce, while also keeping her connected to her customers.
Businesses big and small alike have the opportunity to utilize social media to delight and surprise their customers. But small businesses shouldn’t get discouraged by lack of impressive Facebook tabs or professional videos, and instead remember that it’s the small personal touches that will set them apart.
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