C Shaffstall

I have a close friend with a small business — not unlike any one of my small businesses — and he asked me today if I thought that small-business people were simply afraid to enter into the world of social media because it seemed either intimidating or a venue for children. Maybe he’s right. Are you paralyzed by the fear of the social unknown?

According to KnowEm, there are more than 350 current and emerging social-media networks. That number alone could scare you into inaction; it seems daunting. If you think that social media is represented by MySpace, giving consideration to the thought that there are 349 others might be beyond your capacity for imagination.

Relax. You, no matter your skill level, can participate in social media and use it as an incredibly valuable tools for promoting your business.

Pepsi announced this year that they will not feature an ad during the Super Bowl. This is a major departure from their previous years’ marketing campaigns where their ad was apparently a launch pad for much of the rest of the year’s advertisements. Pepsi has publicly said that they will focus more on social media and less on mass media. It’s a good move and, as a small-business owner, you should take note.

The most well-known social media sites right now are likely Twitter or Facebook. Others that you might recognize are MySpace, Plaxo, and LinkedIn. All of these offer promotional opportunities. If in no other manner than providing an additional touch for any standard campaign.

Consider this: You send a weekly email newsletter to your customers.

That’s it. You send a newsletter.

Now consider this: You send a weekly email newsletter to your customers and in the newsletter you offer them a 10% discount on their next order for following you on Twitter. On your Twitter account you post a weekly (or even daily) tip, tidbit, or offer that helps your customer or reminds them about a service you offer. (It’s a 140-character limit, so even the most reticent should be able to come up with something.)

OK, now consider this: You send a weekly newsletter, you post to Twitter, you post to Facebook, you post to your blog, and you add a landing page to your web site. That’s five touches; five times the coverage; and, get this, a small, small fraction of the cost. (Just ask Pepsi.)

So, while it’s easy to be intimidated about social media, you are missing some of the best free advertising you can get. If you’re still afraid, talk to your kids. They get this stuff.

As a parting thought, while your kids can show you how to get around, be sure that you keep your social-media presence where it should be: on a professional level. Your customers probably do not care to see your kids’ first at-bat, but really do want to know that you have launched a new service.

The great thing about the web is how readily available information is. You can learn about all sorts of topics with just a quick search. Give it a try. You’ll be driving your own social-media campaign in minutes and just think of what you can buy with the $2.3 million you were planning to spend on the Super Bowl ad.