Business

Firms eyeing growth via social media

If you tweet it, they will come.

Small businesses these days are using social-media platforms more than ever to court potential customers — and their wallets.

According to a recent survey by Manta Media, while businesses didn’t jump to hire new employees during this year’s first quarter, they are investing more money in beefing up their digital presence.

“People aren’t going to Rotary Clubs or meeting face to face anymore like they used to. It takes too long and costs money,” said Pamela Springer, CEO of Manta.

Nearly 50 percent of the 1,200 small businesses surveyed have increased time spent on social media compared with a year ago.

Companies say that during their second quarter, they will be spending about 26 percent of investment dollars on online advertising, marketing and social media.

Because of our heavy social-media business model, we can directly attribute between 20 to 40 percent of our customer referrals to our social campaign.

 - Josh Beaty, social marketing director for Diamond Candles

“You have to see customers increase before you start taking the risk of hiring more people,” Springer said. “Social media is a way to bring in more customers.”

Social marketing directors like Josh Beaty from Diamond Candles are being brought in to manage the identity of businesses online.

“I try to make customers feel welcome,” Beaty said. “Even in a large online community, it’s important to show that we’re very available for feedback.”

The North Carolina-based retail company started two years ago and now has a cult-like following of more than 300,000 users on Facebook, Twitter, Pinterest and Instagram.

On a typical day, Beaty posts photos of Diamond’s product, an all-natural scented candle with a ring inside, and constantly exchanges messages with customers who interact with the Diamond Candles accounts.

“Because of our heavy social-media business model, we can directly attribute between 20 to 40 percent of our customer referrals to our social campaign, ” he said.

But it takes manpower to develop the digital side of a small business.

Alex Hinojosa, vice president of media operations at EMSI Public Relations, says the return on investment from social media depends on the game plan set by the company.

“They have to establish a personality and understand who their audience is,” Hinojosa said. “That way, they’re strengthening the relationship while also keeping tabs on their client.”