Why Social Media is So Important to Your Home Business

By Deborah Jeanne Sergeant

As one of the top-rated blog platforms, Blogger, owned by Google, represents an authoritative voice in social media. Anil Sabharwal helps shape the product

According to Anil Sabharwal, senior product manager for Google Apps, "Without engagement online, you're at a distinct disadvatage to the competition out there."

direction for Blogger, which boasts hundreds of millions of active readers. He is a recognized serial entrepreneur with more than 10 years of senior leadership experience in the high-tech sector.
    Recently, Home Business Magazine® spoke with Anil Sabharwal, senior product manager for Google Apps about home businesses and social media

Home Business Magazine® (HBM):

How can home business entrepreneurs leverage the power of social media when their company may be obscure/new?

Anil Sabharwal (AS): In the last few years, everything online has become about people and connecting with people. It’s the next evolution: You want people to recommend your business.

HBM: Some home business entrepreneurs may resist investing time in social media.

AS: I think it’s important for home business owners to not think of it as “social media.” Holistically, it’s about how will they attract new customers, engage with existing business clients, and engage them in making recommendation to others. The majority of people start their commerce experience online, look for recommendations, or ask a friend before making a purchase. Think of social media as how to engage new users, and using the power of the Internet and Blogger is critical. Without engagement online, you’re at a distinct disadvantage to the competition out there.
 
HBM: How can home business entrepreneurs attract a following on social media venues?

AS: The most important thing to engage in social media is to be part of the community. Communities resist those who say, “I’m here, I’m part of you, please buy from me,” but don’t participate in any other way. Reciprocate and be part of the community. Be involved and understand what other individuals are involved in the same type of home business. See how they have built up their businesses. Start to engage on these platforms like Twitter, Facebook, and Blogger. Put out these feelers to get response. Actually engage with those responses. The last thing people want is for you to say “Look at me,” and you go away and wait for the business to roll in. It’s like anything else you do to engage with customers. If you’re passionate about your home business and love what you’re doing, the community aspect will be the most fun way to engage with customers and attract new customers, because you’re engaging with people equally passionate.
 
HBM: How can home business entrepreneurs develop a "voice" for their social media writing?

AS: The biggest mistake people make is trying to create a voice that’s not their own. People are actually very interested in hearing from entrepreneurs and sole proprietors and what it’s like to setup the business, develop the product or service, the struggles you go through, and the high points when you close a deal or address a large audience. The most important thing is it has to be genuine. If you have a tone you think your users will engage with because it’s corporate, don’t do it because people want to hear from real people not corporate entities. The most important thing is being true to the voice of the entrepreneur.
 
HBM: Would you recommend that a home business entrepreneur hire someone to maintain his or her social media?

AS: Except for extremely rare circumstances, we’d always suggest home business entrepreneurs should do their own writing. It can be a great way to engage with readers. They’d rather hear from the actual person. I’d absolutely encourage any entrepreneur to have their own voice. They’ll hear what the community is saying and be able to incorporate it into the product or service. If the entrepreneur feels writing isn’t his best skill, have a friend, colleague or contractor read it and provide tips about grammar.
 
HBM: What do you see in the future of social media as it relates to home-based businesses?

AS: We’re starting to see a community of home business owners. Instead of traveling to a conference, we’re seeing people get together on blogs talking about how they started up businesses. We’ll continue to see that over time. The world is becoming flatter and flatter, and business is becoming more global. A business that previously saw itself restricted to within its own community, can now sell a product or service to someone halfway across the world. HBM

Deborah Jeanne Sergeant writes web content, marketing materials and magazine articles from her home office in Wolcott, N.Y. Visit her online at www.skilledquill.net or www.cheapchownow.blogspot.com.  V18-3 Add: 7/11 HP: