social media how toAre you seeking a bigger Facebook presence, but have a small budget?

You may see your small business efforts on Facebook like David compared to the Goliath presence big businesses enjoy.

There’s a lot that small businesses can learn from the way big businesses approach Facebook, but the separation between your little company and international corporations isn’t as vast as it may sometimes appear.

In this article, I’ll show you six ways you can model your efforts after the successful campaigns run by big businesses, and some ways you can even get a leg up on the big guys.

#1: Have a plan and a strategy

Big businesses have plans for their Facebook endeavors. They’re focused on strategizing, plotting and forecasting. They have goals in mind and they know the hurdles they’re going to have to jump en route to achieving those goals.

Small business owners, on the other hand, often create Facebook pages just because they see other businesses doing so, or they read somewhere that experts say they should. But they create their pages with no real goal.

You may not have the same manpower or finances to assign to your Facebook efforts that big businesses possess, but that doesn’t mean you can’t plan ahead.

Think about what you want out of your Facebook presence. Is it more foot traffic? More sales? Or is it just more contact info to populate your newsletter mailing list? Figuring out your goals is the first step in initiating and directing your Facebook presence.

bakers shoes

Bakers Shoes generates more Likes by offering VIP status to those who Like the page.

#2: Use custom tab applications

You’ve probably seen those sharp, shiny customized page tabs that big businesses have. A couple of years ago, companies had to hire designers to build these tabs. They were hand-coded, labor-intensive and difficult to maintain. It was a near full-time job that many small businesses just couldn’t afford.

ShortStack, along with numerous others, gives small business owners the ability to create their own custom tabs with relative ease.

You don’t have to know programming languages and you don’t even have to be a particularly adept web designer. They’ll give you the look and functionality boasted by the pages of big businesses at a fraction of the cost. These custom tab applications have really leveled the playing field, so it’s important that you take advantage of them.


ShortStack allows you to build functional custom tabs that increase awareness and maximize social media potential.

#3: Emphasize interaction

Facebook users want interaction and attention, and this is where big businesses blow the little guys out of the water.

From contests and sweepstakes to virtual gifts and sharable content, big businesses know how to give Facebook users what they want.

Unfortunately, it seems most small business owners missed this memo. Their business pages consist of a couple of pictures, a short bio and perhaps a map. But this static content will not hold the attention of your fans.

To be effective on Facebook, you’ve got to buy into the ideals of Facebook, and that means embracing engagement and interaction.

Promotional features like contests, sweepstakes and virtual gifts are available on most custom tab apps. So again, if you’re not using a custom tab app, sign up, create engaging content and be social.

80s tees uses a custom tab application for their Deal of the Week offering.

#4: Be available

Facebook is about the individual—your customer. Big businesses have community managers, positions that revolve around interacting with their customers on a daily basis.

Small business owners, however, often check the business Facebook page once or twice a week, responding only occasionally. But you wouldn’t feel comfortable knowing customers were in your store with no one to ring up their purchases or answer their questions, so don’t be unavailable online.

Your availability to your online community could be what motivates your next customer to come in and make a purchase, so check your Facebook page often, and respond when your fans post to your wall.

#5: Take action

Gathering feedback and looking for improvements is part of the job of a big business community manager. But taking advantage of any such data usually includes reports, committee meetings, action items and a host of other steps in the filter-up process of big business bureaucratic hierarchy.

This is where you, as a small business owner, really have an advantage. Posts to your wall from your customers become instantaneous feedback that you can use to make appropriate changes, resolve issues and even enjoy compliments. And because you’re the owner, you make the decisions. There’s no waiting for teams of higher-ups to convene and agree on a response. It’s all up to you, and you can make things happen right now.

intrepid travel

Winner of Social Media Examiner's recent Top 10 Small Business Facebook Page contest.

#6: Be flexible

Corporate decision-making lumbers. Not only are there reports and meetings, there’s planning and marketing. Action takes a while. As a result, big business community managers have little flexibility.

But small business owners don’t have to wade through that corporate process. Want to get a bunch of people to your restaurant tonight? Let your fans know via wall post that everyone who comes in and mentions the post gets two-for-one drinks.

Have too much inventory you need to clear before the next shipment arrives? Post a today-only 25% off coupon for your fans to print and bring in. Creating a sense of urgency and offering your fans good deals is a great way to get a strong community response.

What do you think? What have you noticed big businesses doing that you’ve incorporated into your small business’s approach to social media? Leave your comments in the box below.

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  • This is a great article Jim. 

    Maximizing your Facebook presence is the key to what every business small or large needs to be taking advantage of. Having an online presence is great, but monetizing and producing an ROI on your time and effort spent on Facebook is CRITICAL. If spend a ton of time on social media and are getting no results it is pretty much time wasted. These tips are a critical step forward for all of the companies saying “Facebook just doesn’t do anything for my business.” 

    I believe this is because they are not putting the RIGHT tabs and content up that is important to their fan base. The company I work for actually monetizes social media for clients. We can track from the exact individual who Liked the Facebook page to the in store customer in real time. This is that result everyone has been waiting for. We are not a social media marketing company. We are a tool for social media marketers, agencies and businesses to monazite and track what is happening on social media. These are great ways to find your affordable option for social media presence. 

  • Hi Jim.

    Considering that most people visit a fan page less than once (often people ‘like’ a page and never even check out the page itself), facebook fan pages, at best, act as an RSS to land your stories into news streams. Too many updates/boring entries and fans use the “hide” button. I’ve learned this the hard way in day to day projects.In the majority of cases I’ve seen/worked on, facebook fan pages cost companies money in terms of time. Sure it’s free and popular to do, but the majority of companies should not waste anytime on it. The return is usually not there.

    Example: If, lets say a facebook page takes 1hr a week to manage (conservative here!), and the employee running it is making say 20 USD an hour, that’s over 1,000USD it needs to make back a year to cut even, by sales of product or social capital.

    So in point one, strategy, I agree it’s where you’ve got to start. And more often then not, choosing not to waste time on a facebook fan page is the right choice.

  • Stacy

    How would the strategy change for a small to medium sized non profit like a local battered women’s shelter or food bank?  These entities have shoestring budgets and no way to give away freebies, discounts, or coupons.  Your feedback would be great, Jim.  

  • Excellent points Jim…

    I truly believe that the small business has a leg up on the big business when it comes to a Facebook presence – and even on a broader social scale. By following the points you outlined and creating a community, it’s more of a truer relationship. I see small businesses use there page and the members know exactly who is behind those status updates and comments. In fact, they reply using the community managers/owners name. These are connections being formed into real relationships because they’re used at both levels, offline and they continue online.

    When done properly, consistently, and passionately, the small business has a tremendous opportunity to make a mark in their local communities. I’m not saying the big business doesn’t have an opportunity, they absolutely do – maybe a little different though, but the small business needs to take advantage and leverage the space. Big budget or no budget – it can be done.

    Thanks for the post.


  • Hi Jim,

    Great article – you definitely cover the basics every small business should cover. I have two more suggestions: collaboration and promotions.

    Facebook is obviously a multi-purpose platform – a sales, PR, customer service and research channel, among other things. As you say, it is important to identify what small businesses want out of their Facebook presence, but I think it is very important for Facebook to be seen as a PR platform, and for businesses to acquire new users through building strong relationships with other relevant Facebook pages. For example, if a small Greek restaurant in London sets up a page, hoping to get more customers to visit the venue, they could create a promotion and contact a local food magazine’s Facebook page. For the magazine, this would great content for their own audience, for the restaurant it would mean reach expansion. Combining promotions, giveaways and sweepstakes, while working with third party pages can definitely be a great (and cheap!) way to increase a small business’ Facebook influence. 

    @filipmatous:disqus Some interesting points, Filip! I think we shouldn’t only look at it as a sales platform – yes, the monetary return of investment will not be there at first, but building a loyal community gradually is what most small businesses will achieve at best. They will never be able to measure their social word-of-mouth influence (although there are tools and agencies out there who would claim the opposite), but having the chance to keep conversation on their own channel, rather than somewhere else online is definitely worth the extra time. Dealing with customer queries is also often much quicker on Facebook than it is through other channels, so time would be saved there too. I fully agree with your opinion on Facebook acting as an RSS feed – very true! 

  • Social Gifting? 

  • Do you think most companies are interesting enough to have their own community? How many people really care about all the stuff they ‘like’ on facebook? I’ll be direct, but if you are in business, it’s to make money. Yes we can try and improve the world and all that, but if we aren’t turning profits we won’t have time to be altruistic.

    That’s why I mentioned social capital as the other form of ROI. If the fan page collaborates with general marketing/PR then there may be the return down the line. For example speaking ops, press, doors opening that lead to future sales. So yeah, in 2011, if there is no real way to measure how much cash is coming out of a social media investment surrounding a business, it’s a liability. It should be obvious how it’s improving business, if it’s working.

    Most weak social media consultants WANT to say you cannot measure it and keep charging cash to give their services. But as social media loses its sex appeal, it’s just going to be one form of the communication strategy that needs measurement.

  • Peter Munnerlyn

    What about TOMA (Top Of Mind Awareness)?  You’re right that it is difficult to show the monetary ROI of a company’s presence on social media but they are still advertising.  In a way, it is like traditional advertising.  You can’t always prove that someone purchased a product because they saw a billboard or a T.V. commercial but that won’t deter business owners from continuing to advertise…

  • @Filip Hmm I definitely hear you! But I mean, even a “boring” small company could come up with creative content (provided they have someone in their team who understands social). I agree with you on your money-making point and success measurement, social media is a bubble that will burst, or “lose its sex appeal” as you say. This doesn’t mean small businesses shouldn’t try to jump on the wagon while they can. Admittedly, many will not do it in the “correct” way, but it’s still important to keep up with your competitors and try to expose your brand to as many relevant platforms as possible. Again, if they have a strategy. There is little point in a little garra rufa treatment shop to be having groups on Linkedin and Twitter accounts they wouldn’t update. But if done properly and patiently, small businesses can definitely profit from social media in the long run. It would be unrealistic to measure month-on-month data for a small business in social media terms, as perhaps little difference would be noticed, but a year-on-year analysis would most definitely show improvements, in terms of consumer numbers and sales (provided that a social media strategy had been consistently followed, as a part of a larger marketing strategy). 

  • Jim – Excellent points and a good overview of ways small businesses can get started and key items to give attention to.  I appreciate the TabSite image and your willingness to be collaborative in this regards!

    Mike – Co-founder, TabSite

  • Hey Mike, very small business owner here….just going to check out your site now. :)))

  • Has anyone had success using Facebook for B2B companies? I can see how you can engage fans with promos, contests, and sweepstakes for B2C…but for B2B, what can you do to engage fans?

  • JimBelosic

    That’s great advice, Erica!

    I’d also suggest creating sharable content, Stacy. Battered women’s shelters, food banks, etc., they’re all great causes, and people like to be involved with good causes that make a difference. So make wall posts that include testimonials from some of the women, give facts and figures about how much food was raised and how many people were fed, and let people know how they can help.

  • JimBelosic

    You bring up a great point, Filip – I advocate a best practice of not spamming your fanbase. What does that mean? You’ve got to pick your spots. You’ve got to make sure the content you’re posting is relevant if not exciting, otherwise, fans may hide your posts, or even “unlike” your Page.

  • JimBelosic

    I agree wholeheartedly, Eric. Glad you liked the article!

  • JimBelosic

    Thanks Erica, I’m glad you liked the article! 

  • Ami

    I work for a non-profit as well – and I’d suggest making use of what you have. It might be recognition – for great volunteers or publicity for an organization that donated goods or services. Perhaps create an award to recognize your best supporters. You can also ask for input – use FB to ask survey questions or to quiz people about their knowledge of your issue. You can solicit volunteers. We got better engagement with ‘pop quiz’ questions than we did with giveaways (we have a quirky audience)

  • Facebook is about the individual—your customer. Big businesses have
    community managers, positions that revolve around interacting with their
    customers on a daily basis. Houston Web Design

  • Thanks for looking out for us little guys!! 🙂

  • thanks jim

    even though the points listed are nothing new, your examples and links have made it into a great post.

    as for your question? 

    i find it a little different here in Australia in that for the most part, the small business market actually leads the corporates in facebook engagement.  not having to be caught up in red tape, and needing a hundred signatures, the SMEs can simply “do as they please” whether its a new discussion, new pictures or new events.

    the main difference is obviously budget and it would be safe to assume that the “corps” have much better, more enticing pages than the smaller businesses.  But where I feel this is “made up” and brought to the “fore front” is the type of engagement the small business can deliver.  Your #4 case in point, average Joe/Jane may “like” a popular soft drink page either to receive a benefit, or just simply because they drink it.  Some would argue that that would be pretty much the highlight of the relationship.  If the same average Joe/Jane “like” a local fashion house who’s owner was active on the page (asking and answering questions, talking of upcoming designs, trends, etc), the relationship between Joe/Jane and that label is that much stronger purely because of that brand being available.  the “owner” being online helps this immensely and the corps simply cannot do this.    

    imagine the amount of likes (and traffic) the microsoft page would get, if Bill Gates announced he would be online everyday for 30 minutes answering questions.

    dEx @gossipism:twitter

  • JimBelosic

    I agree, Facebook is about the individual! While small businesses don’t have defined community managers, they can still play the part. Since small business owners are already stretched thin, being a dedicated community manager may require some sacrifice. But in the end, it’s worth it!

  • Of course applications are massive and welcome page tabs are awesome but getting someonel to do it is another story, it is quite complicated to be fair! Companies can charge a lot ot money to do it. Pagemodo sucks sorry guys, but you make it sound so simple it just isn’t. First off you have to have a server you can access anytime and a lot of people and small business don’t don’t have that or even know where to start. After speaking to just a few people in business you would be surprised at how many people think they own their domain and email you from a Yahoo email address.  The rest of your things you say are great advice just custum tabs are not easy even if you can do all the coding of your image, you have to be a great graphic designer to create a visually beautiful pic and a great sales person to make it saleable!

  • JimBelosic

    You bring up a great point, Dexter- it could be argued that small businesses have an advantage over big businesses because fans can speak directly with the business owner, not just a representative.

  • Great post Jim, I’ve been meaning to create a landing page for quite some time.
    However with the other aspects, I have been trying to change up my content on my FB page with a mix of new product info, questions & discounts however I am still not able to ‘engage’ my audience with them responding and telling their friends!
    I am not sure how I am am missing the mark? Feeback from anyone appreciated fb/monkeycaboose

  • JimBelosic

    Hi Kellie- it looks like you’ve got a great Page with good fan interaction. I’d suggest you use a custom tab application to implement things like contests and giveaways. You could set up a photo contest with voting in which entrants submit photos of their child’s room decorated with products feature on your site. 

    You could also take advantage of Facebook ads. They’re inexpensive, and you can target a defined audience. So you can display your ads to just women ages 22-35. You can even make those ads focused on your specific geographic location. 

    Facebook questions is a free way to get some traffic back to your Page. The cool thing about questions is that a link to the asker’s name sticks with the question wherever it goes. So if the question gets shared, your page can go viral.

  • Thank you! Great article. I am a small business owner.
    I always read articles like this one, but never find the answer for my question:
    How to make more sales using Facebook Fanpage? 

  • Thanks for the feedback Jim. I will eagerly implement your great suggestions and let you know how I go!
    I really appreciate your input.

  • JimBelosic

    My pleasure, Kellie! Best of luck!

  • Ashley

    Great advice! As the community manager at my work, I realize how nice it is for the management to have someone to handle Facebook and other social media. Glad I can be an asset!

  • illoh ifeoma

    @4a890235653b713f28b47b9159cde066:disqus usually only one percent of your fans actually engage with your page, take a look at the typically have a lot of people talking about your post etc, you would have to grow your fan base. 
    don’t think you are doing anything wrong, its just the reality of facebook.

    on the issue of a landing page: you could have a beautifully designed image with all the content you need a first timer on your page to see… no clutter. use any of the apps that allows you create a custom landing page and your landing page is up.

    Did this help?

  • Thanks WiredInn! I guess I was expecting a higher % of engaged people. I will get onto the landing page shortly and keep it simple.

    So my greatest challenge is growing my fan base. I have already added the FB like buttons on my home and product pages which is having some impact however it seems like the best advertising is word of mouth so do you know of any plugins to FB where you can run a competition for people to refer others (ie: you can see who referred the new ‘like’)?

    Loving all this info!

  • Silver Fox

    I find no matter what I do it always surprises me the items that get a response on FB.
    Often its the really fundamental basics of “Good Morning” and “Have a great weekend”. I can put a lot of time into really insightful well thought out articles and no one responds.
    So, now I’m trying to go with my instincts and not worry too much about what I think others are interested in and try and post what interests me or catches my eye.

    I’ll see how this strategy works and implement a couple of your suggestions from your list and monitor the response.

    Keep the articles coming, they are helpful reminders to the things I can lose sight of in the hustle and bustle of getting through a busy day and often have new facts to add to my “what to do on FB” list.

  • Mike

    Thanks for the article. I have a specific issue with my custom tabs. I have links to my website on the tabs, but the page only opens inside the page and isn’t completely visible. How do I get the page to open in a seperate window?

  • The lines between B2B and B2C are blurring. The people that work at the B2B companies are the ones you’re reaching out to. I think people can be interested in the behind the scenes info – videos of how your product is made, the people you work with, photos that can’t be found on your web site. Why can’t you have promos, contests, or sweepstakes? I’d join your page just to win one of those new cute paperclip usb’s you just tweeted about! I think the trick is to make your business more personable and relatable – just this will differentiate you from all those other usb mfgs no?

  • Tyy

    Ok, I am working on building our fan base and interaction on our Facebook page, but there has been very little thus far.  I do the marketing for a mortgage loan officer and it has been very difficult to get people to “like” our page.  Unlike restaurants and stores, we really have very little we can offer, especially with all the new regulations that have recently passed.  So my question is, how can we build our following?  I just put up a new welcome tab today hoping that might help, but feel out of the 100 fans we have so far that there is very little interaction.  Can you give me some ideas on how I can build a strong following in an industry that is so up and down right now?  Thanks!  fb/iwantagreathomeloan

  • Nicheproconsulting

    its most worthy article for small business. explaining how can leverage the resources and use it in best manner. companies which are running by using social media, need to understand the strategy to achieve success in short run.

  • Priscilla

    Simple and Knowledgeable, its new for me and just sharing it so all can see and know.. its really working.

  • I am really thankful of Mr. Zuckerburg for making facebook for it has really helped me in doing my business. Marketing via social networks in the web is indeed very helpful just like how facebook has helped everyone else.

  • Interacting makes all the difference. Engaging your fans and friends is the quickest way to gain their trust and prosper. 1 way streets work poorly on Facebook. A 2 way street works quite well. 

    Thanks Jim.

  • Whilst you have a good point there Filip I think that Facebook can be a good resource for customer services. It’s important to be able to help people in the place that they hang out. 

  • JimBelosic

    Mike- that sounds like an issue for your custom tab app platform’s support team. I’d shoot them an email.

  • JimBelosic

    Hi Tyy- the mortgage industry affects a lot of people, and people like to have relevant information in their news feeds. So even if you aren’t necessarily giving a big prize away, mention on your new welcome tab that fans of your Page receive relevant information about what’s going on in the mortgage world. What are the banks doing? New legislation being passed? What are the trends? Posting pertinent information two or three times per week will attract attention. Best of luck!

  • JimBelosic

    Hi- sounds like you’re having an issue similar to Mike’s. I’d suggest emailing your custom tab app platform’s support team. 

  • JimBelosic

    I completely agree, Ryan! Glad you liked the article!

  • I think people also need to realise that it takes time to build traffic via Facebook. It took me almost a year of sharing valuable content on my Facebook page for my blog before I could rely on it for some regular traffic.

  • What I keep coming back to with clients is strategy. Without a plan, you plan to fail. This article demonstrates the fact that the big business strategize with accountability and measurements. Small businesses tend to jump in and figure out a strategy as they go or a half-backed strategy with no follow-through due to budget constraints. Some things are worth boot-strapping, but SMM should have a budget and a plan along with competent staff to manage these accounts.

    You will also need good communication within your team to send a clear message to your followers. Be sure your team is thoroughly vetted so you do not risk immature behavior surrounding your brand on these social media accounts. Interaction on social media accounts has customer service already implied, so be sure whomever is charge of these accounts can handle whatever is thrown at them.

    As said in the article: “Big businesses have plans for their Facebook endeavors. They’re focused on strategizing, plotting and forecasting. They have goals in mind and they know the hurdles they’re going to have to jump en route to achieving those goals.”

    So don’t just have a Facebook page, have a plan to leverage this online real estate that fits your long-term business goals.

  • social media has always been a baffling subject to me. After reading your blog about how to enhance facebook presence i am more inclined to experiment with social media.

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  • Thanks… I generally dont spend a large of investment on the Landing Page.  Once you are ‘liked’ they will generally never see it again.  I want to keep the likes I get by interaction, special promotions, etc.

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  • Both the post and the comments are very helpful.  Thanks for sharing these tips.  🙂 

  • Brodie

    I am a small business owner and found this article a great read. You have some great points that I will start attempting to implement. I really liked the deal of the week because you can measure ROI as their arent many things you can measure with Social Media.

    If anyone has any input or other idea’s I could possibly attempt to implement it would be appreciated as our Facebook page is only about a month old and am on the hunt for some new eyes to interact with. fb is /Westshoremarine

    Thanks again for a great article!

  • Hi Jim, 
    Great article. So many businesses start a Facebook page just because everyone else is doing it.  It’s great that you point out the need to set goals in advance.  Also, I’ve been using shortstack for my clients, and it’s a great system.  I’d recommend it to any page owner who’s looking to spice things up a bit. 

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  • Great article!  I love getting new ideas and hearing what everyone else thinks of each idea.  I have a very small business (just me), not very computer savvy and started my fb page last March.  My sales are up 50%.  When you talk about ROI, I believe the key is getting the right fans.  This idea of fan collecting isn’t a successful fb page IMO.  They leave faster than they came.  If you get fans that are genuinely interested in your niche, all you have to do is keep them coming back.  This becomes easy if you can engage them.  The new insights are a helpful gauge for who is talking about your page.  You have offered some great ideas to engage fans.  Thank You!

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  • Before two months i
    created my business fan page on facebook without any planning. I did it
    because my competitors have their own business fan pages. However, i got almost 100 likes and then i read an article about the technicalities about facebook fan page then i realize that i am going wrong and i
    decided to make some changes and to customize and then forgot. Today
    after read your article once again am feeling that my fan page should be
    attractive and it should be better than my competitors. Your tips and
    techniques are very important and helpful to show a strong presence on

  • CoupSmart would love to help anyone interested! 🙂 

  • drew_harding

    I think there are some great tips here for people getting started with Social Media and i would always recommend that using custom tabs and apps would be the way to use Facebook to it’s full potential.

    One issue a lot of people have is that they don’t actually understand what to NOT do when running a social media campaign.  To help, I’ve prepared a blog post about 12 social media mistakes other businesses have made and how we can avoid them.  Paired with your post here i think there are some great tips for new social users.

    You can view my blog post here:


  • Great article. I think that nowadays social medias are becoming fundamentals for business marketing, as this is the easiest way to attract greater number of audience. Thank you for your help in better understanding facebook.

  • Great info. Social media is still in nascent stages and any info like this is welcome. Thanks

  • I hope the above mentioned points are more helpful to the people those who want to get succeed in their small business. Very nice informative post.

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  • Gaicalvin

    I agree with you Ryan Biddulph, I find this very effective, interacting makes a big difference, engaging with friends and posting directly to the audience what your business is all about.  It catches attention in what you are trying to achieve and yes, I thank Mark Z. for making FACEBOOK because of this I have over 77,000 viewer in my website and it still underconstruction!  Thank you Mr. Zuckerburg. Gai Calvin

  • Gaicalvin

    Like I said earlier agreeing with Ryan Biddulp’s comment.  I find it very effective to interact directly to your friends and posting what you are all about.  I have done this engaging and sharing my website directly to my friends worldwide.  I thank Mr. Mark Zuckerberg for creating FACEBOOK, my site which is still underconstruction has over 77,000 viewers already & still counting! Thank you. Gai Calvin

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  • There is no doubt that social media is one of the rapidly growing media method and it is effective also but there is more need to work ethically and with planning. Your points are very very important and very helpful for all those who are newbie on social media with their small business. 

  • Most of the people I know are still talking about how to measure customer retention, what marketing can be done for 2012, it’s a bit of a planning season. It’s all good! What are your plans to retain your customers or even your subscribers to your newsletters?

    What is Customer Retention? Maybe the question ought to be why do your readers and customers stay with you? 

    For example if you looked as your past results over the last 6 months what has be reflected back to you? When have your readers or customers dropped off or increased?

    I have to say, since I decided to focus my attention to the audience of Artists or other creative professionals I have had an increase of 50% rather than a decrease. Your ultimate rating of your customers should be based on a long term measurement, not just a short term evaluation.


  • For example, you have a coffee shop one person comes in and buys a cup of coffee – do they return? Using a coffee card is a great way to measure their frequency, at the end of 10 cups of coffee you can see how often they have come in… This is a great way to measure the lifetime of your customer, how many more can you stand to have?


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  • Great info: I am confused-What are those large images on the right side of the examples above-Are these associated with custom tabs?

  • Nikki Ray

    Well written! I am all about “the plan” and I definitely agree, that is what most seem to forget about. If it’s business, treat it like business. Decide on your goals, make a plan and put it into action!  

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