Social Media and SMEs

A decade ago the Internet was thought of as a giant encyclopaedia, used by students for their homework, whilst their parents called up the Internet company, pleading to block any sites with the phrase “xxx” in them.

Today the World Wide Web is utilised differently. As a keen and active user of this great marvel, I can distinctively argue that it has evolved into a giant social networking forum, where anybody anywhere can log on and immediately communicate with people around the world.

The Internet is used by almost everybody; and this is not to just indicative of newer generations. People are shifting the way the consume media to be completely digital, and with it’s increasing affordability and availability, this technology has become the best platform for marketing and advertising for small medium enterprises (SMEs). Gone are the days where people sit in front of the television and watch streams of advertisements that may be targeted to them, generally switching channels. Instead, the personal nature of the Internet allows for material to be directly targeted to users based on the personal information they have submitted into social networking sites, making the campaign for that particular SME successful.
Digital social networking also allows for the immediate delivery of information. Any Internet user will come across review sites and/or snippets, where a consumer may upload their feedback about a product or service even whilst trying it out. It is also important to note that their thoughts may not always be positive, but businesses have to be willing to deal with such a negative aspect of social media.

The Internet is everywhere. With the evolution and subsequent perfection of wireless web services and smart phones, consumers are arguably suffering an “information overload.” Users are automatically “buzzed” as soon as a company uploads a new dress on facebook, announces a sale on twitter, or responds to their request on ebay. This incessant vibration in the user’s handbag or pocket constantly reminds them of the company and their product or service, further enforcing that social media sites are very effective as a marketing platform for SMEs.

Relationships are built and enhanced through constant social network updates and uploads. Many SME owners post comments, videos and images of subjects that concern their business on pages such as facebook and twitter in an effort to appeal to others within their community. No longer is it the product, which is being advertised, but rather the personality of the business itself. For example, a sporting goods storeowner may post the results of the Australian Ashes, or the AFL, or even announce their support of a local charity, touching base with communities interested in these sports, therefore exposing their business name.

Social networking has proven to be an effective advertising platform for SMEs, as it means that people of the same demographic and interests throughout the world may be targeted. It’s dynamic, fast and evolving nature means that people are kept up-to-date with the offerings of companies, as they are constantly exposed to their marketing campaigns, fuelling interest and subsequent sales. Social networking sites also pave the way for new online communities, who through becoming followers of a particular business, may develop an invested interest in it’s success.