Because I’ve spent a lot of time over the last few years teaching at Algonquin College and at Eliquo Training and Development, and because I’ve done a fair amount of speaking on social media and communications topics, I’ve found myself doing lots of “social media 101″ talks. And I’ve written dozens of posts here under the “how-to” or “SMB101″ categories, which are posts particularly useful for people trying to get started in social media.
Do I find that repetitious or tiring? I suppose that would be possible. But as I’ve been doing this, I’ve become more and more convinced that even though “going deep” is appealing, business as a whole is still at the beginning stages of exploiting social media.
Given that social media has been a “thing” for a number of years, the following stats may surprise you:
- Two-thirds of businesses in one survey said they weren’t doing any social media monitoring for business purposes.
- Nearly half of people with smartphones look up information on a product they’re considering buying right there in the store. And more than 40% people will not return to a website with a crappy mobile experience.
- Four out of 10 businesses either seldom or never monitor online reviews about their business. And yet… sentiments expressed about a product online have been shown to reduce customers’ willingness to pay.
- Three-quarters of small business have fewer than two people dedicated to social media.
- Six out of 10 small businesses spend $100 or less on social media.
These stats, and the feedback I get from students, tell me that while those of us who think about social media all the time are busy talking about some of the minutiae, trying to figure out the latest changes to the Facebook algorithm, and pushing the discipline forward, a large portion of the people who are actually working with customers are still trying madly to figure out if and how to do a blog, start a Facebook page, or get on Twitter. And another large group of businesses have started using some or all of those tools, but are floundering.
While it’s a joy to be on the cutting edge, it’s important to realize there are a lot of people out there running businesses who are just struggling to get by. It’s easy to say “Well, they just need to buckle down and get going,” but it’s nowhere near that easy to DO. Let’s not leave them behind.