- Limited budget
- Limited time
- Small funnel of capacity
- Limited understanding of the medium
Short of doing it yourself, there are very little pre package systems that will truly be of value. Many are fine systems built and sold by successful social media experts, but they do not really get to the heart of the problem for small business(Let's say small businesses with less than 50 employees). Filtered results that lead to business opportunity. These filters will have many variables based on geography, age demographics, social demographics. Anything short of managing these filters could be disastrous for the business. Flooding of communication which will lead to brand tarnishing. The world of small business is unique in and of itself. Each potential client requires a personalized evaluation to establish the right path. A small restaurant would be much different than a home remodeling business. A hair salon needs solid people mining to ensure proper matching. So I am inclined to think that this vast market of small business need more of the consultant model with a strong focus on geo and social awareness as it applies to their business. It's back to knowing people and knowing the market. The profiles we create on these platforms say something about who we are or want to be. Analysis of that data is at the cornerstone of what will work for small business. They are not looking for 1000 followers or friends. They would be thrilled with 100 geo and socially sensitive people who are engaged with their content and would be willing to refer them to, wait for it, A Friend.
So, this journey has just begun for me. However, I am very sure that as social media is applied to small business, it's all about people, not programs.
More to come.