We’ve watched online presence transform from a hobby or a pastime into a mandatory, crucial, and overwhelmingly powerful tool practiced by everyone familiar with the World Wide Web. What is fast becoming clear is that 10 years from now, online presence will replace resumes and will serve as our business card whether for professional purposes or social and romantic ones. This reality lends urgency to the question of how we, average Joes, promote ourselves on the web? How do we become our own content marketing, SEO, and copywriting team?
Gone are the days of posting whatever feels right at the spur of the moment anywhere and everywhere on the web. The good old days of carefree frolicking on the net have made way to a new and very different kind of web presence. This is the time of the carefully thought out posts, the manicured pictures, and the well-formulated responses. These are the days of the meticulously crafted Likes and Shares and the cautionary tales of intimate affairs gone viral and private pictures haunting teenage girls.
At the Social Fresh Conference a few months ago, three out of five panelists chose to discuss digital presence. In the words of the table’s moderator, “practically every business in the world knows the importance of an online presence. Most people find it off-putting if a business doesn’t have a website to talk about itself.” With recruiters and hiring managers in businesses of all sizes turning to the web to gain insight into potential candidates and one in every five employers using social networks to screen job seekers, it is clear why being MIA online is deemed anachronistic, hidebound and even suspect.
Hard Times for Small Businesses
This is a paradox unique to our time. We live in a profoundly online culture with enormous access to information. However, many small to medium businesses have not quite caught up to this digital explosion and find themselves lagging behind, always one step behind the latest social network taking the world by storm.
In Came the Social Media Assistance Tools
In the world of online, where a need is determined, a product is usually not far behind. In the wake of the ever growing social platforms, online services have sprung up to offer tracking, management, and synchronization support. Software such as Hootsuite, Oktopost, and Sociota provide a one-stop-shops for managing all your media accounts, Lithium offers to nurture all your customer support and care relations for you, and Engagor targets conversations involving your business or brand as they happen in real time across all social media platforms. Such services were constructed with the small business sector in mind. They aim to provide an answer for businesses that don’t yet have those big marketing departments and extravagant social budgets.
Yet services catering to small businesses go far beyond online management and monitoring tools. With the understanding that even brick-and-mortar businesses are in need of serious web visibility came a slew of geo-based software such as Moment.me, which will aggregate all relevant social media posts related to an address you input.
If a Dog is Man’s Friend Then…
I’ve heard it said that social media assistance software is a small business’ best friend. Like a good assistant, it badgers you as little as possible with questions you don’t have clear answers for and before you know, it gets the job done. If tracking your social media traffic is what you’re after, communicating with your customers in real time, or making yourself relevant on as many social media platforms as you possibly can, these tools have your name written all over them.
Anat Richter is Content Marketing Director at emaze. When she isn’t tapping away in its Tel Aviv offices, she is documenting life on the web as a user and a guest blogger.