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Using Social Media to Promote a Business – A Case Study

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Humans are social animals. We love to communicate with each other and most of us enjoy spending time on social media sites: Facebook, Twitter, YouTube and a multitude of others. Because of the popularity of social networking sites, it makes sense that a marketing campaign makes use of sites such as Twitter and Facebook to promote an offline business, whether that business is a multinational corporation or a small town car sales franchise.

Is Social Media An Effective Way To Promote A Small Business?

Most big brands jumped on the social media bandwagon a long time ago – savvy marketing executives soon realised that the best way to interact with customers was via an online presence and before long, large companies had their own Twitter account. You might be forgiven for thinking that a small business is less likely to see any gains from a Facebook page or Twitter account, but you would be wrong for social networking websites are a cheap and easy way to promote any kind of business.

A Case Study

John owns a car sales showroom in a large town. He has a good customer base locally, but he would like to attract new customers from a wider geographical area, so he decides that embracing social media is the way forward.

  • Facebook – John creates a business page for his car sales showroom and encourages his customers to interact with him online. He uses the Facebook page to post special promotions and engage in conversation. He also encourages his customers to share photos of cars they buy from him.
  • Twitter – John opens a Twitter account and begins sending out regular tweets relating to his business. He also tweets pictures of new cars on the showroom floor and news about promotions and special deals he has running at any given time.
  • YouTube – John creates a YouTube channel and uploads some useful videos relating to cars at least once per week, including how to give your car a professional valet and how not to be ripped off when buying a second hand motor.
  • LinkedIn – John creates a LinkedIn account and adds links to his business website. He joins other LinkedIn groups in related niches and encourages his sales team to build their personal networks to help promote the business.

Isn’t Social Media Marketing Time Consuming?

A common misconception amongst small business owners is that spending time on social media marketing is time that could be better spent doing more productive stuff in the real world. But this just isn’t true – investing a small amount of your working week updating Facebook and sending out tweets is time well spent, and if you are time poor, there are plenty of ways to reduce the workload.

  • Auto tweeting – an easy way to send out tweets when you are not online. There are several software tools designed to schedule pre-written tweets, so make the most of them and get back to selling your products.
  • Automated Facebook posts – post automated updates to your Facebook wall while you are asleep or doing other more interesting things.

Laura has a friend who owns a small car franchise selling 4×4 vehicles such as the awesome Toyota Landcruiser. She wanted to build her customer base, so she took Laura’s advice and created a Facebook page and Twitter account. Now she can interact with her customers online as well as offline.

Using Social Media to Promote a Business – A Case Study is a post from: Technshare


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