Does size matter?

When it comes to social media marketing, not all businesses are created equal. There are definite differences in the way small and large companies approach social media.

Resources

One of the biggest differences that sets apart large and small companies are the resources that are allocated toward social media strategy. The larger the company, the more resources they will have at hand to manage their online presence: this means time, money and people.

Bigger businesses are generally more equipped with these resources, but smaller businesses have their own advantages. While a bigger business might manage their social media through a marketing team with skills and experience, a smaller business might manage their social media single-handedly from the top, by the founder or someone equally invested in the company. Having a voice from someone in the company who works on more than social media alone can be a valuable asset, even if it limits the amount of time the social media coordinator can spend posting.

Goals

Do you know why are you investing so much in social media? Sure, it’s relevant, since nearly 73% of people engage in social media. However, knowing how to use social media is just as important as knowing why to use it. You can create brand recognition, create opportunities for your clients to interact, cultivate a sense of community or use it as a source to advertise upcoming events.

No matter the size of your company, set achievable goals beyond the number of hits you wish to get. Depending on your size, your goals will be different. Be realistic and let your goals be reflective of your company’s resources and clientele. Larger businesses might seek bigger numbers and general awareness while it may be more beneficial for a smaller businesses to focus on intimate interactions and engagement rather than large numbers. Perhaps try out some social media incentives or check out some tips and tricks for starting up your social media strategy.

Outcomes

Along with reasonable goals, set reasonable expectations for your journey and growth with social media. Consider again your resources, your clients and your goals, to project expectations and brainstorm new means of growth.

Make sure that your goals are reasonable and measurable. As a big company, do not be blinded by large numbers. Make sure that you are reaching the right amount of people and the right audience. And as smaller company, don’t aim too high. Be sure that you’re tracking your ROI with social media analytics as well.

Managing social media is a tough job, no matter the size of your company. If you’re a big company, it will require a lot more managing to combat the traffic. If you’re a small company, it might take ages to reach the big numbers, be it follows or likes. But knowing where you fit in can best help you determine a social media strategy that is just right.

Taylor Crouch – Marketing Assistant