Your Social Media Team is the tenth in a series of articles that we'll be posting this fall. Small Business Marketing Tips To Build Sales In A Down Economy will teach you how to use do-it-yourself tools like SMS, email and social media to effectively market your business.
Entry By Jason Brick
To a large corporation, "Social Media Team" means a group of professionals earning high salaries, whose job it is to promote the business using the web. To a small business, it means something else entirely. Your team will consist of fans and friends, most of whom aren't even on your payroll. Since you don't have the budget to cover the web with mention of your brand, you'll rely on the quality and enthusiasm of the content your team puts out there - and on their ability to inspire retweets, shares, and similar viral techniques.
Each small business social media team is different, but in most you'll find some of the usual suspects. Let's meet them, so you can identify those people in your own customer base.
The Exchange Guy
It's possible he's a pro - or he might be a social media or PR hobbyist - but he loves wha t you do for him. A work-in-trade agreement can mean bartering for expert advice.
The Raving Fan
She's probably already touting you in social media. This is that one customer who loves your shop, and likes you better than your own family. Official status, and the opportunity to help, is all she needs to happily lend a hand.
The Early Adopter
This guy might have been one of the first in your door, or he might be a new arrival. Either way, he's enthusiastic about early access and the inside scoop. You can get him on board with insider information - especially if he gets to share it with his friends.
The "Kid"
Right out of central casting, this is the teenager who comes into your shop even when she has no official business. She seems interested in the industry, or maybe just the counter staff. Either way, you can give her valuable experience for her resume by getting her involved.
The Intern
One of your employees is probably already a social media enthusiast. Tap his knowledge and put him in charge. Though it's illegal to ask him to work for free, you'll find giving him a paid hour now and then will keep him inspired.
The Connector
You may know this woman from your local Chamber of Commerce. She knows everybody, and has probably already put you in touch with a handful of vendors and customers. She might be all over the Internet, or may still use a physical Rolodex. Either way, she may be your best chance of going viral.
The Crowd
You have a loyal core of regulars and hard-core fans. Giving them special rewards they can share with new friends means your m obile marketing messages get spread far and wide each time you tap this resource.
Your team might be made up of one of each of these types, or several of one type. But whoever makes up your social media team, make sure you reward their efforts with elite status and occasional discounts. It will be the best value for expenditure your marketing budget has ever seen.
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