Social media has quickly become an important operational tool for small business. Social media is one of the most economical, yet effective, means of establishing and maintaining relationships with contacts. These contacts can include anyone from potential clients, current clients, and possible business associates and partners. By using social media, small businesses are able to reach large numbers of individuals at no cost and in a very time efficient manor.

3 Quick & Easy Ways to Get Started

• Create a Facebook account. Facebook is free and allows small businesses to create pages for their businesses. This is a great way to get started in the world of social media. Facebook can be used to feature products, events, promotions, and more. Through Facebook, a small business can communicate directly to their consumer through the use of text, pictures, and even videos.
• Start Tweeting. Small businesses should also take advantage of the phenomenon known as Twitter. Twitter accounts are extremely easy to set up. All you need is a user name, password, and a very brief biography. Twitter can even be linked to Facebook. This means your posts on Facebook can automatically be sent to your Twitter followers. Twitter can be used to announce promotions, products, etc. The best part is your announcement only has to be 140 characters or less. Small businesses can also use Twitter to connect with people in similar businesses or to reach out to those who may benefit from their business.
• Get LinkedIn. A basic LinkedIn account is free and is an excellent means of establishing an identity for a small business online. Small businesses can connect to other businesses and individuals who may benefit from the services or products their business can offer.  Business owners can also opt for a paid account, which would allows for more advanced marketing options as well as the ability to post jobs and look for applicants.

According to Small Business Marketing Forecast 2010, lead generation is one of the biggest benefits of social media for United States’ small businesses. Social media helps to identify and attract potential customers, develop a stronger brand awareness within a targeted market, stay connected with current customers, and collaborate more effectively with partners, suppliers, and colleagues.

Social media is not meant only for young adults to have fun with. The medium has created a network of individuals of all ages and backgrounds around the world allowing them to create, share, and discuss content. Social media has the potential to be an extremely powerful tool for nonprofit organizations as well. Nonprofits can use social media to reach out to millions of individuals without ever having to pick up a phone and solicit for donations; which can save hundreds (if not thousands) of dollars in operating expenses and man hours.

Social media is becoming more prevalent in the nonprofit sector. In a study conducted by the University of Massachusetts Dartmouth’s Center for Marketing Research, 90% of the largest U.S. charities have taken to the idea of using social media in 2009. This was a 17% jump from 2008 and an increase of 64% for 2007. Social media is helping to increase awareness of causes, solicit donations, recruit volunteers, and plan fundraisers.

Ways Nonprofits Can Use Social Media

For fundraising and MicroFunding. By funding through social media, individuals are able to donate as much or as little as they want. The attraction of using tools such as Facebook and Twitter to solicit donations is that an organization is able to entice donors by emphasizing they are welcome to make smaller donations. The theory is smaller increments of cash can be compounded to achieve otherwise unattainable goals.

To increase interaction with audiences. Social media has developed a new outlet for nonprofits to get involved with their volunteers and donors. Donors can also interact with each other. They can play games, comment, watch video, listen to music, ask questions, and respond to polls. Social media allows nonprofits to reach out to more individuals simultaneously in ways that was never before possible.

For volunteer recruitment. Just as businesses use online job posting sites to find employees, nonprofits can use social media to post volunteer opportunities. Charitable organizations can provide potential volunteers with information about their cause and the type of position they are looking to fill at virtually no cost.

To educate. Nonprofits who use social media effectively can make their organizations more noticeable in a sea of thousands of other charities. Blog posts, tweets, videos, status updates, links, and polls are all tools which enable users to better understand the goals and objectives of nonprofit organizations.

As every business owner or head of an organization knows, trying to please every customer is a futile endeavor.  Complaints and overall dissatisfaction is the nature of the beast.  But what do you do with derogatory customer feedback online? Do you keep it or delete it? There really is no clear cut answer in how to deal with this particular problem.

One of the major strengths of internet use is that people have the freedom to say pretty much whatever they want to say. If they are happy, they’ll let you know. Likewise, if they are angry, they are even more likely to let you know. With websites, blogs, and social media networks, businesses have the power to decide how they handle derogatory feedback.  Freedom of speech is one thing, however, it is important to maintain and uphold your company’s image.  You are by no means required to keep posted any comments that do not portray your company’s image in a positive light.

Dealing with these types of issues might be best handled on a case by case basis.  If something is wrong, as a business you should want to know what the problem is so you can work to correct it.  What kind of compliant does the customer have? Have they shared a possible solution to the problem? Some people leave comments in the heat of the moment before they have had time to thoroughly investigate your product or service. If a person leaves a means for you to contact them regarding a problem and a potential solution, chances are they mean business and this complaint is worth taking a look at. The choice of deleting or keeping comments really is yours. You can use them for constructive criticism and show customers that you are learning. If things are out of hand, you obviously have the option of deleting these comments.

What about inappropriate language or comments?  Consider it good business practice to have someone moderate the comment section of your blog or website for inappropriate language. These are the types of comments you want to delete immediately, if your site does not have a built-in system for recognizing offensive words. You will want to have a policy in place, visible on your site, that explains your organizations intolerance for swearing, offensive, and other inappropriate language, so that customers do not think you are deleting comments just because you disagree.

Another way to look at derogatory comments is as free marketing research. You are always going to receive a variety of comments regardless of how well you feel a service went or how flawless you thought a product was. Social media, websites, and blogs bring in a variety of readers from a variety of demographics. You can use this information to improve on your products and services in the future. As well as, figuring out who to better market to.

If you are at least hearing from your customers, you might consider yourself lucky.  Some would say the old PR adage can be applied to customer input as well – there is no such thing as bad feedback.

When Twitter first made its appearance, you would not have been alone if you didn’t understand what it was about. Twitter is a micro-blogging tool that limits you to posting messages with only 140 characters at a time. Think of Twitter as a cross between a chat room and an instant messaging tool that is also very mobile friendly. People can “follow” you and get instant updates on your whereabouts, what you’re doing, what you’re thinking or just find out what you have to say about any given subject. In turn, you can also follow others who you’re interested in knowing more about.

Initially, Twitter was much more popular for personal use, but businesses have increasingly realized how valuable and cost effective the tool can be for their organization. A great deal of your success in using Twitter for business will depend on what you decide to Tweet about. With every Tweet you make, you increase your potential to attract more followers. The key is in knowing how to keep them.

When using Twitter as a PR tool, it is important to remember not to Tweet about information that current or potential followers might find interesting. It is very likely that no one will care if your firm is in a meeting or if everyone went out for pizza during lunch. These topics are unprofessional. Your followers should be able to relate to your Tweets. Inside jokes and complaints are not appropriate. As in all business communication, a good rule of thumb is to think before you type. There is no guarantee that a deleted Tweet has not been read by anyone.  It is also possible for others to post your Tweets again using a process called Re-Tweeting. This can cause your message to live on in cyberspace long after you’ve deleted it.

Now that you know what not to do, how about what you should do! Try engaging the CEO of your organization. People like to hear from the boss. A good CEO is a great communicator. Posting a quick message to clients once or twice daily is a great way to keep them engaged with your organization. People will take a real interest in what the CEO has to say, thus increasing your following and credibility.

Twitter is also an effective way to keep in touch with companies and contacts in the PR world. You can build more contacts and keep your current clients informed by posting links to your webpage, projects, blogs, articles and even press releases.

Probably the best thing about Twitter is that it’s free! This is a win-win situation for everyone involved. If you have not already joined the Twitter revolution, what’s holding you back?



Years ago no one would have ever dreamed of contacting their physician via the internet. Today that is all changing. Doctors, nurses, and other healthcare professionals are taking social media by storm; essentially giving accurate healthcare information with the click of a mouse.

In a recent study conducted by Epsilon Strategic and Analytic Consulting Group, 40% of online consumers are using social media for healthcare information. They are reading and posting information on highly interactive social media sites. Since most consumers turn to the internet for healthcare information, this should come as no surprise. In the age where preventative medicine and staying healthy and active are at the forefront, social media may just lead us in the direction of a happier, healthier society.

More physician’s offices are going paperless and online. Everything is done through the use of a computer and the internet and with a large number of very prevalent social media sites, the healthcare world is now reaching out to it’s patients in an entirely new fashion.

Here are some examples:

• Doctors are using Twitter and blogs to provide information to patients on how to live healthy lifestyles. Their posts help patients navigate a healthy lifestyle and prevent unnecessary office visits. Social media helps physicians interact with multiple patients at one time.
• Social media is also an opportunity for physicians to expand their patient base. More and more individuals are using social media for virtually everything. Potential patients may even be able to find a doctor they are interested in seeing based on the way he/she presents themselves online. (Sidenote: I made a Twitter post about having my recent ankle surgery and within a day, I had at least a dozen foot and ankle surgeons following me.)
• Social media can replace in-office pamphlets. No one likes paperwork. Social media may be able to eliminate much of it. Educational tools and content can be posted on social media sites and downloaded to the patient’s home computer.
• There are many social networks that are designed for physicians only. Doctors are able to partake in medical conversations on various diseases and conditions which are categorized and easy to find. Exchanging input may lead to better patient care and more favorable outcomes.
• Social media offers informal communication between doctors and patients. A physician at a weight loss surgery practice uses social media to keep track of his patients progress. He is able to offer informal advice and keep up to date with his patients in a means of communication that patients enjoy and are already using.

Social media allows patients and healthcare professionals to communicate like never before. It is also a great marketing and educational tool. Keep in mind, many people turn to the internet and health related websites such as WebMD for advice before seeking out the help of a doctor. With the rapid growth of the web and social media, health care providers are missing out if they don’t jump on the social media bandwagon.

Whether you are an entrepreneur or a small business owner, a good public relations campaign will prove to be one of the best investments you can make. The power of publicity and generating positive media coverage will have a significant impact on your business.

There are several things any entrepreneur or person in charge of an organization can do to jump start their PR campaign. Of course, it goes without saying that a good PR firm is always the best option to ensure optimal execution.

• Be an expert in your field. Experts in any field of work are often sought after by the media. Being profiled or interviewed by the media will add credibility to your business. If you know your stuff, journalists will flock to you when they need a source.
• Have a clear message for potential clients. Know what you want to say and say it well. It is important to keep your message short and to the point. Your message should also consist of an interesting angle. Whatever you are trying to sell or do needs to be appealing to potential customers.
• ŸFind your audience. Once you have a message, you will need someone to listen to it. Do research on your target and ideal customers. You can also take a look at who your competition is and who they are targeting.
• Don’t be afraid to take advantage of the media. This is a great way of targeting your intended customers. Find out the media outlets that are most appropriate for your type of business. They may be online, newspapers, magazines, or even television.
• Get the word out. Send out articles or press releases. If you don’t hear anything, do not be afraid to send a follow up e-mail or make a phone call. Making a phone call could potentially get you noticed. It seems everyone uses e-mail. Stand out from the crowd. When it comes to getting your work out there, persistence will pay off.
• ŸTry social media. It seems as if everyone is on Facebook or Twitter. Take advantage of these outlets. They give you the opportunity to target more individuals than ever before.
• Images are important. Strong, creative, professional images sent out with press releases or articles will provide potential customers will a strong visual of your business.
• ŸBe prepared for interviews. Think about possible questions and know your answers. Think about what you want the media and their viewers/readers to know about your business. Driving those points home will help you.
• ŸHave a portfolio. A portfolio is an easy and convenient way to profile your skills and accomplishments. If you have any published books, music, music, websites or articles, they should be featured prominently.  An online portfolio is a great item to include in a media kit.

Undoubtedly a majority of college, high school, junior high, and maybe even elementary school students spent their summers texting, updating their Facebook statuses, and following their friends and favorite celebrities on Twitter. Now that school is nearly back in session, what will happen to what has become a favorite past time of many school-aged children and young adults? Can teachers draw on their students addiction to social media and better communicate with them?

For years coaches and sponsors of extracurricular have been using text messages to inform students of changes in practices, game times, and meetings. Colleges have even been using text messages to inform students of class cancellations and campus closing courtesy of inclement weather (personally I cannot seem to get myself off of these lists, I am still receiving texts about weather closings for a school I graduated from three years ago). Now that concept of teachers and students communicating via social media is uncharted territory for most. Yet, many school districts are willing to test these waters in hopes of coming up with a better means of communication. With constant changes in internet usage and technological device use in the classroom, defining when and how social media should be used can be tricky.

Though there are downsides to using social media platforms in school, some suggest the benefits far outweigh the potential dangers. School districts and teachers are always trying to find ways to reach out to students and their parents and engage them in ways students are comfortable with and willing to respond. The latest trends in technology are quick, easy, cost-effective, and are ways of engaging students using technology they just cannot get enough of.

Teachers across the country have tried out new trends in social media to engage their students. Some have set up blogs and even Facebook pages for their classrooms. Students love to engage in the use of Facebook and other social media sites. If teachers see how students are interacting on their Facebook pages, they may just be able to incorporate their comments and debates into the actual, physical classroom. Students are more likely to learn when they enjoy the style of teaching. In today’s world, in order for students to learn teachers are going to need to engage students on their level. You can keep a student’s attention by asking them to comment on an assignment on a Facebook page, whereas you will probably lose their attention if you ask them to strictly comment in the classroom. Relate a topic to a Facebook discussion and you will probably have the entire class raising their hands eager to participate. Classroom instruction along these lines work! Recalling my high school days and the popularity of the television show Survivor, my Spanish class would engage in talking about the show as long as we could, provided it was in Spanish. Sure enough, everyone knew their Spanish when it came to discussing something we all enjoyed.

School districts have even established district wide Facebook pages, Twitter accounts, blogs, and Youtube videos. This keeps parents and students informed. Parents no longer have to worry if their child is forgetting to relay important information to them. Smartphone applications are even in the works to keep parents on track with athletic schedules. They may even be able to add money to a student’s lunch account.

Technology is here to stay. School districts and teachers better served by embracing it to its fullest potential. Social media has a way of engaging students that no other piece of technology has been able to do before. Everyone is doing it. So why not bring schools into the mix? It’s easy to set up, free, and if it does fail it can easily be removed.

The harsh economic climate is likely a popular topic of discussion in meeting rooms these days. Among the many questions being asked, whether or not to invest in a marketing campaign at this time is usually at the top of the list. Does it even make sense to spend money on marketing when operating budgets are being slashed daily?

The simple truth is that implementing a marketing campaign is as critical for business now more than ever. At a time when consumers are making tough decisions about what products to buy or services to choose from, savvy marketing will be the key to being “the chosen one.”

Although budgets will need to be stretched to include marketing and public relations, they do not have to bust at the seams. Just as PR companies must develop smart and savvy campaigns for their clients, they should also be just as cost effective. With the popularity of social media outlets such as blogging, Facebook and Twitter comes the opportunity to widen your target audience at a much faster rate and for a much smaller investment than traditional methods.

When choosing a PR firm, consider one that will develop a customized marketing campaign for your business for the smallest upfront cost. Before contacting the firm, consider the following.

• Who do we want to reach out to?
• What image do we want our company to portray?
• When do we need to start my campaign?
• Where do we want our business to go from here?
• How will we keep our clients engaged?

Indeed, it may seem far fetched to hire a public relations firm in today’s economy, but the question remains. Can you afford not to?