Social media is constantly being touted for its brand-building power, and rightly so. But many small businesses fail to reap the expected benefits from their investments of time and money in social media, largely because they haven’t fully grasped the unwritten rule of social media marketing: It’s not which tools you use, it’s how you use them that spells the difference between profitable performance and lackluster results.
Like professional marketers, successful small business owners target their social media activities for maximum impact. While their competitors are adrift in a sea of tweets and blog posts, savvy strategists focus and fine tune their social-media plays. Consider three social media campaigns that generated big results through careful targeting:
1. When Denver-based Sword & Plough launched its business to recycle military surplus material into tote bags and related products, it had a bold idea and grassroots support, including a $6,500 award from Harvard’s Pitch for Change competition. The firm’s start-up financing strategy focused on building its network of contacts via social media as the springboard for a Kickstarter campaign.
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