Social media? Yeah, we're looking into it

Three studies in a row hit me with the reality that social media is far from mainstream.
    1.0 vs. 2.0
  1. Most small businesses are not using social media. Small businesses are using websites and email marketing more than social media, but most aren't even using those tools.  (Citibank survey)

  2. Most tourism pros are not using it either. Considering how many consumers are doing trip planning and research online, this is particularly striking. (Southeast Tourism survey)

  3. Most economic developers are also holding out. They rate social media of low importance now, but recognize it will be seriously important over the next three years. Few say they don't know enough; most say they are looking into it. (IEDC survey)
Why are so many smart people not putting social media to work for them? The phrase "looking into it" struck me.


Why would people use that particular phrase? I think it's because they have heard at least a little about social media now. Many have sat through workshops or conference sessions on it. But that is far from enough information to implement social media.

So that simple "Social Media" workshop they took, left them with one or more of these issues:
  1. They don't know how they might use social media. 
  2. They are not sure where to start. 
  3. They just don't have the time, or just don't make the time to use it. 
  4. They are stuck in routines, and it's hard to change habits to include new activities. 
Let me know how well those fit with what you see and hear in the real world.

Working with Sheila Scarborough to create Tourism Currents,  we came up with a pretty plausible way to help move these folks into action.

Smart people need focused information and examples from organizations they can relate to; then they can move into action.

We built a set of lessons, with examples and activities based on what tourism professionals actually do in their work. We approached it with a specific order, designed to talk them through the the stages from not knowing much all the way through putting it into practice.

If you are trying to help a small organization to take action, start with this: focused information and examples from organizations they can relate to. 

Photo by Becky McCray of an illustration by Sheila Scarborough.
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Posted by Becky McCray on Saturday, October 17, 2009
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6 comments:

  1. Excellent stuff, Becky.

    It's right on target with what I see here in Upper Michigan.
    ReplyDelete
  2. Becky

    Nice post- I know several companies that are running and now have outsourced solutions for the SMB market and they are now working to the point that they are getting adapted and making interesting business case studies. No I do not think that every SMB should go the outsourced route but it is a way to get really started with a good platform and the biz just needs to respond to @ and those can even go straight to e-mail, and new follow and friend requests the same way. It makes it easier when the biz looks at it the same way as a lead which they maybe getting from traditional methods...
    Like what you are setting up for the Tourism niche.. best wishes...
    ReplyDelete
  3. This is so true and really kind of scary. If SMBs just "look into it" too long they will be left behind.
    ReplyDelete
  4. I agree with Patti.
    I was a holdout on using Facebook for my business, but glad I'm now using it, Twitter and blogging. The future is both scary and exciting at the same time.
    I think if people would give social media a chance, they'd be shocked by the potential.
    ReplyDelete
  5. Thanks, folks. It's good to hear that others see it similarly. I like Steven's idea to make social media business leads come into the organization the same way as any other business leads. Using familiar methods can make new tools seem friendlier.
    ReplyDelete
  6. Mike Stelzner sent along this study, from the UK: "Marketers ignorant of how social media works"
    Most marketers recognize that social media is not a passing fad, but they still don't know how to use it.
    Worse, half reported social media sites are blocked at their company.
    ReplyDelete

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