Small Businesses Active Engagement

By Nick Lorenzini Twitter: @nlorenzini9

Small businesses have always had to find ways to market themselves without the advantage of instant name recognition, which large businesses have benefited from. This has proven difficult and potentially expensive in the past through the use of various forms of advertisements ranging from newspapers, television, and most recently online advertisement. The goal naturally being to reach a larger audience has slowly progressed with more ways, such as internet advertisements, but this does not enable the company to create an ideal relationship with their customer. Also, these advertisements and marketing strategies can prove to be expensive, where small businesses may not have the economic availability to market themselves nationally.

Social media has proven to be a very effective way for small businesses, as it is a completely free service, which enables them to market themselves and build a relationship with their customer base. In order to succeed, this requires more then creating a Twitter or Facebook profile. Social media can propel a small business if they dedicate the time to create a unique and exciting profile, as well as one that is constantly updated and interacts with their customers and fans on a regular basis. This interaction is key as the benefit a small business has is the opportunity to market themselves by building strong personal relationships with their customers through social media interactions. Through this relationship, their loyal customers will be more likely to talk about the company with their friends and acquaintances; a key action that will broaden the knowledge people have of the company.

Knockaround Sunglasses based out of San Diego, CA has been able to develop their image of affordable, yet quality sunglasses, across the country A large portion of this success can be attributed to their social media engagement with customers and fans. Both their Facebook and Twitter accounts are very interactive, and one of the main sources of breaking news regarding the company. Every month they release a pair of limited edition sunglasses, usually with only 200 pairs available. These limited editions are hyped through both Twitter and Facebook and avid collectors pay very close attention to their profiles in order to purchase the pair before they quickly sell out.

Knockaround’s use of social media has led to a rise in those aware of Knockaround, which has only been in existence for a couple of years. Knockaround targets 16-30 year olds as their main demographic and the majority of this demographic is extremely active on social media, thus the ability to interact with them on a daily basis is ideal. Knockaround’s greatest resource is the opportunity for their customers to relate to Knockaround and feel like they can call them an acquaintance.

7 thoughts on “Small Businesses Active Engagement

  1. Thanks for including this example! Social media has made it possible for small companies to get a following or fan base for almost nothing. Strategic social media is something all companies need for active engagement. Great post.

  2. Great example of a company that is doing clever things with social media. I liked their contest of “name the stadium” that had very quick responses from their fans. It makes sense that a small business can do free giveaways and engage their customers in that manner. Makes me think of Shady Peeps!

  3. I think this is a great example when looking to improve small businesses and creating more awareness through their market with the use of social media sites like Facebook and Twitter. Both are huge when launching a new business from a PR perspective, as well as marketing and advertising. It is a way for them to get their name out there to large markets and control what is being put out there for their customers to see and relay to other customers.

  4. I think it’s important for any business, big or small, to have an active, online presence. Social media plays such a huge part in most people’s day-to-day lives that it’s really the only way to reach the majority of people. The sooner businesses realize the importance of having a substantial online presence, the better.

  5. This is a good example of a small company using social media to drive conversation. I agree that social media is a great free tool for a small business with a limited budget, but only if done right. I think it is important for companies to not just have social media accounts but to make sure they are using these accounts to their fullest potential, otherwise the content is just white noise on a follower’s twitter/facebook/blog feed.

  6. Great post!
    Social media is one of the best tools available to small businesses. As long as you’re clever and savvy with your social media strategies, you don’t necessarily need to spend a lot of time maintaining your company’s social media.

    Especially these days, participation in online conversations about your business/brand is practically expected. This is where small businesses can really shine, since I think they nearly have an equal chance at successfully running their social media as large companies do.

  7. Nice example!
    Deschutes Brewery has also done remarkably well as a small business with little brand recognition in regards to the use of social media. Like Knockaround sunglasses, Deschutes has also used social media to promote their newest brews and engage with fans and customers who love the product. I think larger corporations should take note from how their smaller counterparts are using social media to their advantage.

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