Social networking – is everyone doing it?

According to recent research commissioned by Intuit UK, one of the leading provider of accounting software for small business, over half (54%) of UK small business owners are already using social media to market their company – and 35% of these said they posted updates on a daily basis. But is social media right for every small business? If you’re considering taking the plunge into an online network, here are some of the factors you might need to think about:


1. Choosing your channel

According to the research, almost three quarters of the companies experimenting with social media claimed they used LinkedIn the most (73%), compared to Facebook (64%) and Twitter (63%). Before setting up multiple accounts that might go unused or worse, unnoticed, it’s important to understand who your target audience is and where they are currently interacting.


2. Being clear and consistent

Social networks can be an important channel to raise brand awareness and even gain new customers, so it’s essential to be clear and consistent with what you say online. But remember, social media is about interacting as a person not a brand, so don’t be afraid to be yourself!


3. Complementing the ‘old’ with the ‘new’

Remember that social media does not exist in isolation. Have a look at your existing marketing activities and think about how social media can be used to enhance or complement them. For example, social networks can be a great forum to gather feedback on both products and industry issues, which can be used to support market research projects.



4. Listening!

Online communities are about two-way conversation, not just selling. It’s important to listen and respond to feedback, and offer help and advice - don’t simply push out sales messages. In the long term, having real conversations with your customers is more likely to gain you their respect and loyalty.


If you think we’ve missed a trick or two, please share your experiences and top tips for using social media in the comments section below.

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