Listen up local business – you are not Starbucks! And the chances of you ever becoming them are a “skinny latte” to none. With that being said, please stop expecting a Facebook Fan Base of a million plus!

The rant is over….the rave continues.

With all the social media success stories we hear about for larger companies and major corporations (and even some small-to-mid-sized ones), has it skewed the “social media realities” for the local business?

Local business and start ups are seeing the vast acceptance, massive entry into and unbelievable results that social media has and can produce. A past client once even said to me, “Did you see what happened within minutes of Dana White tweeting where he was at?!” To which I responded, “Yes. But that’s Dana White.”

Think about it this way: Both You, Mr. Local Business & Dana White, send out the exact same piece of Direct Mail that says, “Come to my open house and have a cocktail with me! This is a private event, and you are on my VIP list.” 1,000 of these are sent. I’m guessing 90%+ would be at Dana’s. You will be thrilled to have 30%! Social Media is Marketing, it’s just “New Media.” We can’t forget that.

Does the fact that you’re “local” make social media irrelevant for you? Absolutely not! But here are 3 things we’d all love for you to remember:

1. You’re “Local” not National. Build your fan (“like”) base and focus your efforts on people who will actually buy from you. Sure, you can pay a company thousands of dollars to “acquire” fans for you. But they will more than likely be nothing but arbitrary numbers. Use that money for something of value. Every penny counts!
2. Integrated Marketing. If you’re a start up (or even a small, local business) PLEASE make sure social media is a PART of your Integrated Marketing Plan and not your WHOLE plan. It’s a “catch 22″ If no one knows who are to begin with, how on earth will they ever know to find you on Facebook? If you haven’t already done more traditional local marketing and advertising maybe it’s time to take a step back and get there first. Once people start knowing your name, your benefits will be greater. Printing flyers? Put a FB/Twitter icon on them. Running a radio ad? Mention you’re on Facebook or to follow you on Twitter for special announcements.
3. Stop the Spam! When you’re in the social space, you need to remember that people don’t care about your deals, specials, promotions, offers, website, blah, blah, blah! People are there to interact with you as a brand! Don’t get me wrong – you can promote and “sell,” but not every single moment and every post you do. Offer something of real “value” to your intended audience. I love what Savvy Source does! They are an online “buying” site, with an intended audience of parents, “preschoolers,” and family-oriented people in general. But they don’t utilize their Facebook Page to say, “Buy this deal today and you’ll save $50.” Instead, they share relevant information for their intended audience (ie. “Storytime is our favorite time. 10 tips for reading aloud to your child.”) Give a little, and I think you’ll be happy with what you “get” back!

Social Media isn’t a “contest.” There is no “gold” for hitting a fan base the size of Starbucks, unless of course that fan base is coming in and “buying a Pumpkin Spice Latte and scone each day.” Do your best. With what you have. Seek your own “bottom line impact!”