Stationery Trends Magazine

Negotiating the Social Networking Maze

Small businesses get clients, network and more in this 21st-century domain
By Sarah Schwartz, Editor

“As far as social networking is concerned, it's still a bit of a mystery,” wrote Lisa DeNunzio of Paper Emporium, Coral Gables, Fla. “We've signed up with Facebook, but we aren't utilizing it fully. I'm not sure how having 300 friends will translate into sales. Twitter is a total puzzlement, and blogging has only garnered us two followers. We do feel we are losing business to the Internet and are not sure how to counter that.”

DeNunzio is hardly alone in her uncertainty, both within our industry and the larger community of small businesses. Although by one estimate some 260,000 North American businesses are social networking, a recent Sage North America study found that understanding it takes time: 65 percent of social networking small businesses said they felt more comfortable doing it this year than last.

And despite any confusion, DeNunzio is still ahead of the curve: According to a monthly index of the Discover Small Business Watch, 62 percent of businesses still do not have Web sites. Yet trying social networking can be a win-win situation.

“Having my company on social networking sites increases loyalty and helps create a brand name,” wrote Renae Judkins, Jaysa, Las Vegas, Nev., who blogs and maintains Facebook and Twitter accounts. “The social networking sites are extremely easy to maintain, and they are search engine friendly as well.”

These sites enable marketing on a shoestring, wrote Emily Ley of GoodPaper, Tampa, Fla. “Witnessing the success of bloggers like Abby Larson from Style Me Pretty and Facebook/Twitter updaters like Lara Casey from Southern Wedding Style magazine has been eye opening. Not only can we target younger markets, we're able to speak to older generations who use these sites as well. Utilizing free sites like these is so valuable to a new business — as well as an established one.”

One respondent noted the Facebook-Twitter combo gave her business both a certain credibility and celebrity buzz. “I cannot believe the caliber of people who choose to follow me, like ivillage, Mompreneur Cafe and Style Cafe, all because I have a Twitter account,” wrote Heather Barnard, Chickadee Prints, Draper, Utah. “On Facebook, I have celebrities such as Scout Masterson and Dean McDermott.”

To better understand and utilize blogging and Facebook, Twitter and LinkedIn, as well as industry-specific forums, Stationery Trends sent out an e-blast in July querying readers on where and how they are social networking, and what kind of benefits they are seeing.

Blogging
This is the oldest and most open-ended form of putting a face on a business. Many respondents, like Sheree Burlington of Museware Pottery, Manchester, N.H., use blogs as the crux of their online presences.

“It's mostly funny life stuff, but gets enough readers for me to start seriously considering it as a marketing tool,” she wrote. “The same is true for my Facebook page. I do occasionally post comments about my business, and when I do, hits on my site increase. I also Twitter — usually lame life stuff — and am slowly starting to see the value of this venue.”

By making a blog pertinent, wrote Heather Fiala, Bella Ink Designs, Lombard, Ill., you may see interesting results. “We post a Q&A feature we call Shop Girl Focus. We spotlight a different retailer each month. Sara Coonce at The Inviting Place in Tulsa, Okla., took part in one, and her answer to the question 'Which words or phrases are overused on invitations?' got her noticed by a writer (at) a New York publication. Sara was so excited to have that interview, and let us know we had a hand in getting her business the recognition it deserved.”

If you already blog, connect it to both Facebook and Twitter, recommended Gayle O'Donnell of All About Weddings, Tukwila, Wash. “When we do a new blog post, readers who follow us find out about it much more quickly. Our reader statistics for the blog have grown steadily with the addition of these two tools.”

Indeed, those who have experienced the most social networking success build a presence across sites and let them feed off each other. “At first, the number of my Facebook fans consisted primarily of existing friends and clients,” wrote Andrea McMahon, Paper Presence, St. Petersburg, Fla. “Once I added the link to my blog and sent out a 'Become a Fan' request, the number of fans doubled in a matter of days. The same can be said of my Twitter profile. Twitter followers increase on a daily basis, and new clients reach out to me through direct messages and tweets.”

Facebook
According to the summer Trend Forecaster, to reach 150 million users it took the telephone 89 years, TV 38 years, cell phones 14 years and Facebook just five. With five million new users each week, it also attracts older generations, with membership by women 55 and over increasing 175 percent this year.

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Originally posted Wednesday, Apr. 14, 2010