Small businesses often collect social media accounts like pastel eggs on a Easter Hunt. Many have so many in their basket, that they do not know what to do with them. The ways in which many small businesses engage with social media is often far from productive.
As a social media manager, I can honestly say that I have gained a ton of opportunities from social media. These opportunities go beyond having a boat load of followers. In fact, my aim is not to have 10,000 followers. Many small businesses (and some large ones) do not understand why having 10,000 followers might mean very little to your business if you are not using social media productively.
Social media is more than having people following your account. Many small businesses do not see the value in following other accounts and this is a pity. Perhaps the lack of strategy is the number one mistake I see in business social media. As a real media professional, I understand there is more to be gleaned from social media than and endless pool of followers.
I would go so far as to say that even celebrities do not use their social media pages and accounts to their best benefit. I highly recommend a media professional to help with planning a more effective “Media Strategy,” than just “advertising” and “followers.” Particularly for small business, social media can be a waste of time if you are not aware of how to use it as an effective tool.