If you’re not an inherently social business, here’s how you do it.
At the risk of ticking off about a bazillion social media experts, I can tell you – for free – how to start a social media program for your owner-operated small business.
Blog, plus pick one. Pick Facebook, for example.
Then, maybe once a day, share a story from inside your sphere of credibility.
A link to someone else’s content.
You won’t pick up many fans of your page.
Don’t spam people by repeatedly asking them to like your page. Don’t ask your friends to ask people to like your page.
You want people to like your page? Be likable, and be patient.
Does that frustrate you? Get over it. You have to be willing to do the work, and it’s not that much work, frankly.
It’s just a different kind of work, and it’s a marathon, not a sprint, but if you share stuff that interests people, you will slowly build an audience.
The same is true of your blog.
Find interesting stories within your sphere of credibility and add your own spin or criticism or your own local context to what you’ve read.
You read something you liked? Share it and tell me why you like it in your blog.
You read something you violently disagree with? Terrific! Share it and tell me why you disagree with it.
Then do it again. And again. It costs you nothing but a little time.
Before long, you’ll start growing confidence and begin to publish your own thoughts and stories and shareworthy stuff.
If you hate typing, record your thoughts aloud and have them transcribed. If even that troubles you, I know some guys who can help.
Interestingly, search engines will reward your efforts, too, but not overnight.
Don’t give up. Keep at it.
Make sure you listen.
Use search engines and social media to listen way more than you talk.
Find conversations and share without selling.
Provide more information than anyone else.
If you’re not in an inherently social business category – if you’re not a restaurant or bar or amusement park – don’t expect too much too fast.
In fact, don’t expect much at all. That’ll help.
Lower your expectations and be wary of anyone who tries to sell you a bag of magic social media beans.
But you can do it, and do it well, and there’s little cost, except your time.