Social Networking Sites and the Small Business
I recently got an iPhone and needless to say my Facebook addiction has gotten worse. The popularity of smart phones which allow users to view photos has greatly increased the popularity of social networking sites like MySpace and Facebook. With a few clicks you can now get instantaneous updates on juicy MySpace break ups, bad hair days and narcissistic photos of your secret crush. The advent of these social networking sites has changed the way in which small businesses can advertise themselves. For example, I am a fan of Campos Coffee on Facebook because as an over-caffeinated uni student I do genuinely believe that this tiny cafe in Newton is the nectar of the gods! Previously, it was difficult for small businesses to build fancy websites which could rival sites like Coca-Cola. Now, given the egalitarian nature of Facebook all businesses, no matter how big or small can put themselves forward with the similar looking fan sites through Facebook. Thus, instead of tirelessly delivering leaflets in the rain, small businesses can now alert customers who are already interested in the product of special promotions, updates and upcoming sales. This method is cheap and effective, both for the advertiser and the consumer. This is because as a consumer we can put ourselves out there as someone with personality and particular likes and dislikes simply by joining different groups on sites like MySpace. Instead of blending in with the crowd you can stand out as a Karl Marx loving, green apple hating, beanie wearing engineering student. Small business owners with time on their hands can upload photos of their weird Wayne’s World like life to share with other flannelet wearing bogans, and promote their products and services by customizing MySpace layouts. Facebook is truly ideal for small to medium sized businesses who want to mobilize supporters and clients by involving them in the life of the store. The store therefore, is not merely a place where goods are sold, the store assumes a personality which can be purchased by clients. That is, when you are buying into smaller stores like Dinosaur Designs in Sydney you are not merely buying beautiful jewellery, you are buying into a more eco-friendly, bohemian type of life. This is indicative of a greater trend in society, that is, the restoration of the smaller, boutique-ish shop which is alive with a unique personality after a two decade long infatuation with global brands and luxury items. Ironically, it is also indicative of a trend where people try to buy into the “alternative” lifestyle, otherwise known as the commoditization of the individual. Thus, instead of simply flocking to the movies people are discovering sites like YouTube and Dr Horrible’s Sing-Along Blog which was named number 15 in the Time Magazine’s Top 50 Inventions of 2008 and recently won the People’s Choice Award for “Favourite Online Sensation”. In conclusion, sites like MySpace champion the ” unique individual” which makes it an ideal platform for small businesses to promote themselves.
