Small Businesses and Not for Profit Organizations must realize that social media involves REAL people with REAL interactions in REAL time. It is helpful if we talk a bit about Facebook, Twitter and LinkedIN as these seem to be the top sites for social networking. 

Facebook is the place where people go to connect with friends and family. For businesses and not for profits this platform can be used to help supporters, generate customer leads, make existing customers feel more connected to the business or organization, share photos, videos, ask questions, share compelling statistics and success stories.

Similarly, on Twitter the strategy can be not to get too personal, share the best content, get people to re-tweet your content, follow people who have lots of followers and get them to tweet your content. The AIM is to DRIVE TRAFFIC TO YOUR WEBSITE!!!

Be creative with stats, quotes and links…

In contrast LinkedIN is a professional networking website where people go to build networks and connect to resources. The tone is professional and longer, wordier responses are common. Here businesses and not-for-profits can look for volunteers, potential employees, share events, join groups, ask questions and start discussions.

Here are some ideas that can be incorporated in blogs :

  • industry blogs, newsletters
  • events, anniversaries, celebrations
  • tie current events to your brand
  • competitors
  • reached a goal
  • google alerts

It is always helpful to remember that social media is a tool, not a silver bullet. Integrate social media with other forms of marketing campaigns and do not rely solely on it.


While social media can make a big difference to small businesses at a low marketing cost, large businesses are usually after building their own name recognition and market preference for their brands, often without a single word about the specific product or price! They might spend six figures to create ads that work for them.


According to Alex Jeffs of B2B Marketing,

‘For B2B customers, social media is all about establishing yourself as an expert, but for B2C customers, it’s all about making a connection with as many members of your target market as possible.’


  1. Security Issues – the risks of hacking, spyware and bugs
  2. Reputation – negative publicity
  3. Engaging in potential criticism when dealing with customers in real time