Why Small Business Owners Hate Social Media

I just read an article by Deming Hill called "Why Executives Hate Social Media," which I completely identified with as a business owner, and I think you might too.

A warning... the article is really long.  I mean *really really* long.  Ok, I admit it, I didn't actually read the whole thing word for word.  I just have too many other things to do today.  So don't sweat it if you just skim over it like I did.  But do take a look at it when you get a chance.

What this article did for me was to put into words some of the negative feelings I have about social networking in general.  This has been a source of conflict for me, and it was great to see it "out in the open."  The article was written about and for executives, but many of the same things can be said about small business owners.

The article explains why many executives hate social media.  Here are the broad brushstrokes I took away from it.

• Executives are introverts by nature. Social small-talk does not come easily.
• We are busy busy people, and don't have time to "waste" having "conversations" all day long.
• We like to be in control.  Social media is equated with technology that we aren't familiar with and therefore can't control.
• We have seen too many other fads come and go.  Some stick and some don't.  We are hesitant to put energy and money into something that sounds like yet another magic-potion for increased revenues.

Yeah, what he said.

Of course then the article goes into why Social Media is so great.  It's nothing we haven't heard before: joining the conversation, cheap and fast, the importance of being earnest (and ethical).  I think most of us understand these things, but as they stand alone, the "for" arguments don't resonate.

What does resonate are the feelings.  Fear, uncertainty, desire, loss.  These are powerful drivers.  Until fear turns to courage and loss to gain, executives and small business owners alike will continue to hesitate when it comes to social media.  With time will come a feeling of familiarity.

Our trust will grow, and then we'll dabble, and then test, and then, finally, embrace.

Until that time, e-mail marketing, blogging, and relevant content will continue to be our mantra here at Avarra Solutions.

* * *

Gain even more e-marketing know-how in the E-Marketing Insider newsletter.  It comes out twice a month and is packed with usable information to help you grow your business using Internet marketing.  Subscribe today and get it delivered right to your inbox twice a month.