So you have a Facebook, Twitter, and even a Linkedin account that you regularly post URLs to. You keep on writing blog articles here and there on your company’s blog. You even once read your Google Analytics data once a month to see what the web traffic was like. These are all very forward thinking and vital parts of contemporary business. The question is, do you know how to gauge the percentage of how many paying customers actually communicated with you via some form of Social Media?

Well, for starters there isn’t just one right way of knowing. There are so many variables to think about. For instance, if your company is on three different Social Media sites, then that means you will have to analyze three different layers of information, plus the data from your website, plus the inventory data purchased/sold from that same time period, plus commission data for an employee, etc. We’re talking about an all out marketing report with every “t” crossed, and “i” dotted. Most people don’t have the patience, let alone the skill it takes to even begin such a feat! Chances are you’ll stop before you’ll even begin. (Not that I am trying to discourage or disenfranchise you, the reader) Many businesses hire a Social Media consultant or an Internet marketing company that specifically handle analysis and crunch the numbers for you. However, with the downturn in the economy, small businesses are trying to cut corners with pushing this responsibility onto an employee that may or may not know how to analyze data or even understand Social Media. In my professional opinion, that’s usually a bad idea, as you may get data that is inconclusive or worse…dead wrong.

To be candid, if you are a small business owner and you’re reading this post, then chances are, that you’re somewhat tech savvy and have an idea of how well your business is doing in general. If this is the case, then your next logical step is to pardon the pun, but dig deeper into Social Media and find news outlets that cater to it. Start to follow the trends and keep up with what’s happening around you. Set part of your morning or late evening to read the tweets or updates of some of your followers or friends. A super quick and free way to gauge your business’ online social impact is to actually talk to your customers. Get a free CRM system or even just use MS Excel to keep track of your clients. Get involved with your company. Show the World your passion for what you do and proudly put your finger on the pulse of your business. Of course don’t OVER do it, either. You really don’t want to update 100 times in a day. That’s a great way for people to STOP following you. Social Media sometimes gets a bad rep for actually enabling people to disconnect from society and from each other, ironically. (I personally, don’t buy that line, but hey it’s a free country…right?)

There are some that truly think, if you create a Twitter, Facebook, or even a Linkedin account…that magically business will jump out of the screen and slap money in your hand. Come on people…really? I’m sorry, but I have to break the news to you, but a successful Social Media campaign takes a lot of effort and more importantly time…and I mean A LOT OF TIME. I’m not here to sugar-coat sh*t and blow smoke up anyone’s ass and say, “In 5 Easy Steps…You Too Can Be A Social Media GURU/MAVEN/EXPERT Success Story!” I would never say that to anyone. That is pure malarkey! (I’ve always wanted to use that word in a sentence…Yes!). All kidding aside, anyone that claims that they have special Social Media fairy dust is flat out lying to you.

Ultimately, it comes down to this: When you connect on some level with your clients, that relationship will carry over into your online presence, which in turn will carry back into your business. Be patient. Think before you say something. Be real with yourself and your company and your audience will listen and respect you for it.

Let me know what you think. Byte back!