If you have been reading about communication and marketing tools over the past couple of years you are aware of the proliferation of new devices and platforms for marketing to and establishing community with existing and prospective customers.  Studies continue to show that growing numbers of people are adopting the use of social networking and micro-blogging platforms for personal use and to “follow” or “fan” their favorite businesses.  Social media will continue to grow and offer businesses perhaps the greatest value in time and investment to reach customers and successfully track the results of their efforts.  Read this: your business needs a presence in social media.

As growing numbers of consumers and the businesses looking for their attention continue to migrate to online interactions there are some important thing for small businesses to keep in mind. 

A significant portion of the population is not participating in social media 

Our tendency as small business owners is to play to the crowd, appeal to the masses.  Utilizing online tools whether they be social networking, a website, or an e-newsletter provides you with the ability to observe and track the response to your efforts.  However, consider these statistics: 

The following are those adults that participate in social media with a status update service:

37% of 18 to 24 year olds

31% of 25 to 34 year olds

20% of 35 to 44 year olds

Pew Research on Internet and the American Life August 18 – September 14 2009

While these are certainly some impressive numbers, it is not quite yet a majority of adults.  As more businesses vie for the attention of these adults the online marketplace will grow more and more saturated and will require a more astute business owner.  Consider the results of 50 percent of small businesses marketing to 40 percent of the adult online consumers (statistics regarding SMBs online from Internet2go and Merchant Circle study HERE).    

Here are some tips for business utilizing social media:

Seek interactions that will drive foot traffic

This is likely an obvious tip, but necessary nonetheless. Networking and marketing online can lead to a great deal of interactive business.  It is important to consider how through the use of interesting promotions or partnership you can bring people to your site.  This could easily be accomplished through the hosting of a community event.  Businesses are encouraged to make their space hospitable to community groups for gatherings.  Recently I attended a panel discussion hosted by the SacPress at the Urban Hive.  The Urban Hive has been a regular host for such events which helps make it a continually convenient location for freelance, creative, and solopreneur types looking for a collegial work environment.  I would also point out the wisdom of the Sacramento Press utilizing other communal spaces for their events. 

Another local business, Bella Fiore florist in Fair Oaks, recently had an in store contest that resulted in an online drawing.  Guests who attended their recent artist showing during 2nd Saturday looked to an online announcement for the winner.  A reverse of this would also be advised- have online submissions for an in-person drawing (must be present to win).  Businesses would be advised to engage in these types of promotions that endeavor to create real world interactions. 

Meet the people that you network with online – offline. 

Social networking presents a variety of opportunities to interact with other business owner / managers.  These relationships can be valuable as you consider opportunities for partnerships and cross promotion.  Look for community events, trade associations, or affinity groups where you have the opportunity to meet these potential partners in person.  Later this week I will be looking forward to an event co-hosted by the Sacramento Social Media Club and SacTweetUp.  The annual holiday party, the HoliTweetup hosted at the Park Ultra Lounge (props to another small business opening its doors to community groups) will be an opportunity for professionals whose primary connections exist online to network in a personal environment.     

Find unique ways to establish community with offline customers.

Remember all of those customers that are not engaged online.  Customers who are not engaged online can often feel alienated if they are left out.  Activities and promotions aimed at interacting with customers in a more traditional fashion can help your business build loyalty amongst these customers.  This can be an important part of engaging customers in the way of their choosing.  If you have customers that take business updates online, that is where you should make them available. Similarly, be sure you continue to cater to customers who may be more comfortable with collateral materials and the occasional mailer.

Have any other ideas about how businesses can target non-internet customers?  Who do you see doing a great job at mixing their online with real world interactions?  Name some names.