Branding Matters -

2008 was a very interesting year. 2009 is sure to be even more interesting. Given that we're 12 days into a new year, I would hope that you've given some thought to what you want to achieve in 2009. I always love the turn of the year because it gives us a chance to look back, and then look forward - to wipe the slate clean and focus on what we can do better in the days, weeks, and months to come.

So have you thought about what you want to do in 2009? Have you thought about your business? Are you in a place now at the end of 2008 that you hoped to be one year ago? If not, how can you better position yourself and your organization to do better this year?

One area that you may not be paying much attention to as you survey the landscape of a new year for your business is the area of social media. A recent survey by eMarketer revealed some, frankly, astounding results. As you'll see in the image, almost 40% of small businesses surveyed did not use social media as a marketing tool, almost 40% didn't use a website (!!), 70% didn't blog, and get this, almost 80% of small businesses surveyed didn't utilize online video to help market their products and services.

We've talked about brand differentiation before at Branding Matters - remember one vital piece of the branding puzzle is making sure that you've set yourself apart from your competition. Well, if you've had a hard time figuring out how to differentiate your brand you don't have to look much further. More than half of the small business community DOESN'T utilize social media, web positioning, blogs, and online video - so if you start focusing on just one of these initiatives you'll be ahead of half the industry.

What Social Media Isn't:

For the sake of argument, let's define briefly what we're talking about first by looking at what social media isn't. Social media is not:

Facebook or MySpace: Certainly these two popular websites are part of the social media community, they aren't social media itself. So many businesses think they can't utilize social media or new media strategies in their business because it doesn't fit for them to have a Facebook or MySpace page. Whenever we hear this from our clients we always say, "Okay great, so you don't need a Facebook or MySpace page...let's discover some other platforms that better suit your brand because social media is much more than Facebook or MySpace".

What It Is (for small business)

Social media can be, and has been, defined many different ways. Ultimately the shift to social media in the last few years is so fluid and ever-changing that it's hard to pinpoint an exact definition. But for small businesses, and for brands, the definition is quite simple.

Social media is the two-way conversation, or interaction between users and brands.

That's it. The way you harness the power of social and new media for your business to create a dynamic conversation between your brand and your customers. This is different from the traditional "Web 1.o" model where you create static information that lies dormant until a user essentially stumbles upon it. Think about how traditional websites are built vs a platform like Twitter where you can have interactive, seemingly real-time conversations with users all across the world.

Is Your Business Anti-Social?

In a difficult economy money and resources are tight for everybody. There won't be as much available cash to spend on more traditional forms of advertising and marketing. Which is why I believe that the social media phenomenon will not only stick around, but will become the primary channel through which successful brands and built and maintained. The world of commerce is changing. Consumers are gaining control over territory once held close to the vest by brand gatekeepers and advertising juggernauts. Markets are becoming increasingly consumer-driven, and only businesses who embrace these shifts and change their methods of marketing will be successful in the end.

So is your business anti-social? Are you like the freshman in high school who sits by himself in the cafeteria while everyone else is having dynamic conversations throughout the rest of the building? Or are you a leader in your industry, embracing the power of consumer-driven branding where you position your brand to be accepted by the masses and carried on the shoulders of social, new, and viral marketing initiatives?

It's a question that at some point you will have to face - you'll either face it with the wind at your back driving you forward, or you'll face it too late. It's time for your business to become social, to embrace the shifts in the marketplace, and adapt your brand strategy and marketing initiatives accordingly.

QOTD: Is Your Business Anti-Social? Why, and what can you do about it?

(This is the first in a series about Social Media for Small Business from Branding Matters. Stay tuned for more...)

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About the Author: Jason VanLue is a graphic designer and brand consultant who lives in Orlando, FL. He is the Founder and Principal of FiveSeven Studios, a small interactive design and brand consultancy that helps small businesses and organizations grow their brands. Learn more about FiveSeven Studios.

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1. Branding for Small Business - An Overview
2. 3 Misconceptions About Branding for Small Business
3. How to Align Business Strategy with Brand Strategy
4. 3 Keys to Succesful Branding for Small Business
5. Branding Barrier: How to Brand with a Small Budget