Yesterday (February 14th) marked the nine-month anniversary of my leaving Pratt & Whitney Rocketdyne. In this time I have slowly transformed from an employee of a large, multi-national corporation to a self-employed entrepreneur. In so doing I have changed my mindset from that of a community member and manager, responsible for greasing the skids of social interaction amongst workers with similar goals, to that of a marketer, responsible for understanding how social creates a different kind of community amongst people with a symbiotic, but not so insular connection.
I can’t remember where I read it, but I try to always keep in mind what someone said about marketing, which I can directly apply to my work – You can learn marketing, but you can’t be taught what is learned in over forty years of experience. So I’m busily studying marketing and, especially, how to utilize social media to provide a new level of engagement never before possible between a business and its customers.
In making this change I have joined the local Chamber of Commerce and a business network. I have also, since I am old and experienced enough, volunteered my services to my local SCORE chapter. My knowledge of social media was in great demand and I ended up helping a few people out even before I was officially a member.
As a result of my Chamber membership, I decided to do a little study of the restaurants in the Chamber and their use of four avenues often used for marketing and public relations, e.g. Foursquare, Yelp, Facebook, and Twitter. I looked at each channel a bit differently. For instance, for both Yelp and Foursquare I was most interested not in whether or not the business was listed or had either tips or reviews of it, but whether or not the businesses in question had claimed their venue so they would have some level of engagement available to them. What I discovered was surprising.
Despite the fact these services are all free to use (I’m not factoring in the expense in time necessary to wring the most out of using them), usage of all is abysmally low. The numbers are as follows:
- Foursquare – 11% have claimed their venue (most all have been entered into the db)
- Yelp – 26% have claimed their venue (most all exist in the db)
- Facebook – 26% have business pages (many venues had close to 100 check-ins via Places)
- Twitter – 26% have Twitter accounts (very few know how to use it, IMO)
I haven’t looked at all the other restaurants in the area. Nor have I considered bars, pubs, retail establishments that could benefit from the use of these four services (as well as other methods of marketing considered social, e.g. blogs), or professional services that could do the same. This does indicate to me a huge market for my services, although my experience tells me it will be a bit tough to crack, as these kinds of business owners are notoriously frugal and suspicious.
Nevertheless, I think the clear direction is for greater and greater use of social media to market small business and, especially, to engage with customers in a transformation of how business relates to, and learns from, them. I think there’s a place for me and others like me to provide them with a bit of knowledge, some organizational help, and strategic direction.
One thing’s for certain. I am really enjoying connecting with my business roots, as I was in small business for over two decades before joining Rocketdyne prior to my 40th birthday – much of it actually in the food business. As I gain experience and knowledge in my new field, I hope to share it here on my blog. Stay tuned!