Well this is a question I can certainly answer easily……SUPER important!! When I left my company to pursue my own business over two years ago I think I had roughly 70 facebook friends….I now have upwards of 4500 and have reached 5000 (facebooks max) three times now and had to go in and delete people so I can add people who I actually know. I have no clue how I reached that many people as I certainly did not spend all day every day adding them…In my business of producing fashion shoes and writing for shoebizness, I guess the requests all came from there. My personal facebook page quickly became my sole source for PR and marketing and with that more than 60% of the traffic on shoebizness come from my facebook, twitter and linkedin page!  My facebook page continues to draw attention to whatever I am doing and I have made friends, landed new business opportunities and found so much inspiration for my work. So for all you….um shall we say

How important is Social Media to the success of business?

I met a new friend last week through my column on Shoebizness.   Michael sent me an email to let me know that one of my articles had really resonated with him.   We struck a conversation and a friendship and I challenged him to give me a topic for this week.   As we got to know each other, we realized we were about the same age(not 26) and faced many of the same frustrations in business.   What was safe, staid and predictable for getting the word out about your business 7 years ago is no longer relevant.   Social Media has changed the playing field forever.   Mark Zuckerberg’s college project will prove to be as professionally relevant as the internet itself.   So(Michael pondered aloud), “Do we have to be social media savvy to survive in todays business climate”?

It is somewhat fortuitous that Michael asked me this question when he did.   Yesterday, through a Constant Contact workshop, I attended a “Social Media for Business” seminar.   200 small business owners(most everyone in attendance over the age of 45) gathered for 2 hours to hear and come face to face what we probably already knew but did not want to acknowledge: Social Media IS the future of marketing and communication and Facebook is at the forefront.  Check out these stats taken right from the presentation:

            “630,000,000 members”

        ”250,000 new members a day since 1/07″

       ” 2nd most trafficked site behind Google”

       ” Most trafficked social media site”

       ” Fastest growing demographic on Facebook: 40 years or older”

       ” 1 out of every 13 people on the planet have used Facebook”

I was in awe of what FB can do for a business as well as what is being launched in the months ahead for business’s using FB.   I hate to admit it, but the Twig Footwear FB page is probably on par with what you would expect to see on the “Dunder Miflin” FB page.   Woefully inadequate.  Those that think posting a few new products on their FB will move the needle are mistaken.  

There were a few takeaways from the seminar which are important to impart to the readers of this column: First and foremost,  the goal of your social media strategy should be to engage your audience.   Second, you should think in terms of Whats in it for them when posting on your site.   Thirdly,  build your “ROI” – Return on influence by engaging customers, not just selling them.

The social media train is moving really moving fast.   Just 10 years ago, an effective marketing plan was sending out a mailer and putting an ad in the yellow pages.   Both of these communication methods are for the Flintstones.   As far as I am concerned, it is either change or die.

While looking at our AT&T bill last week, I realized something quite startling:   On my 15 year old son’s line, he had over 2000 texts and 6 phone calls(and the 6 were from me or his Mom).  I resisted getting a texting plan as recently as a 2 years ago.   4 years ago, I did not think I needed the ability to check my email on my phone.   Stop resisting Proctor, and get with the program!  My new mantra!

Think relationships, not sales.   Trust is the new currency!

Ken Proctor

Front Man
Twig Footwear, LLC
Ken@twigfootwear.com
www.twigfootwear.com

832-748-1865