Mark Schaefer again writes an interesting post, this one on the power shift in social media. Mark describes how corporations have shifted into the social media space and in many areas appear to be dominating, even those spaces never intended for mainstream marketing use.
Remember that just a few years ago, there were few, if any, corporate videos on YouTube and Facebook was a hang-out for college students. This commerical development is not surprising. If there is a way for money to be made, companies will find a way to exploit it. Capitalism at work. So what are the implications for small businesses trying to carve a niche? Is it too crowded? Is it too late?
No, I don’t think so. There are plenty of social media marketing opportunities for the savvy small business professional, even with the brand titans bringing their game:
Importance of Twitter. Twitter isn’t flashy. It rewards real connection and conversation, something monolithic companies typically don’t do well. I have a small business but have more followers than Pringles (one of 2009’s Top 10 Facebook pages). I think there’s a message there. My hypothesis: Of the major platforms, Twitter may actually favor the local small business owner. How can you leverage this powerful tool on a local level?
This is especially true for real estate professionals. A barrage of corporate messages cannot replace real individuals interacting in meaningful ways as they do on Twitter. They also cannot hold the attention of consumers for very long, especially via tools like Twitter, where people look for important interactions – a careful balance of give and take, moderated only through the social acceptance or denial of users who contribute as least as much as they withdraw from the process.
Mastering your time and use of Twitter can radically reshape how you look at marketing. The sooner you grow your online sphere, the sooner you will understand and experience the freedom of attracting clients to you for simply being the professional you are, rather than chasing them down and trying to convince them to hire you.
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