The world, it is a-changing…..and at a pace I find mind-boggling! The new reliance on social media and mobile technologies is forcing a lot of folks to re-evaluate their business practices – whether they like it or not.

I recently read a blog post “Dear Restaurant Owners – Having a Website is no longer OPTIONAL!,” and while it was targeted at restaurant owners, the same should be said to any small business. The days of avoiding a website are gone and every small business needs to have their presence on the web locked in.   It is now the first place people go to look for information.   I understand that you’re probably a one-person shop, and I’m not saying you need something fancy – but just to have your basic contact information, store hours if you have a physical storefront, a few photos, bio and artist statement are critical. That’s the base.

But there are so many other platforms out there – Twitter, Facebook, Yelp, FourSqaure, Blogs (I use WordPress for the NTCA web site and for my own blog) and now Google+ to name a few.   How do you know which ones to use?  Not every social media option is for everyone, but you should definitely check out what each one offers and decide which will work best for you and your business.   My recommendations for a small, artisan business (as of today, because there will be something new tomorrow) include a minimum use of:

• Website – of course.  As a promoter of the arts and someone who works with tourism groups, I cannot stress this enough.  A web site, even a basic one, is so key especially as more and more promotion is done through mobile apps that allow shoppers to find you while on the road.
• Facebook: It is so simple (and free) to have a Page for your business. If you’re just starting out on Facebook – make sure you create a Page for your business, not a Profile (meant for individuals). It’s actually against Facebook’s rules to use a Profile for a business or organization and you risk having the Profile shut down. You can (and should) have a personal Profile plus a Page for your business. And once you get to 25 Likes, make sure you register your “vanity” URL or username.
• Twitter: While it can take a little bit more to get into Twitter, it is a great source for sharing information and news. A good rule of thumb for using Twitter is: 70% of your tweets should be about sharing information, 20% should be spent “chatting” with those you follow and who follow you; and 10% is about self-promotion.

There are programs out there, like HootSuite and TweetDeck, that can help you manage multiple social media sites in one simple location. But be careful how you use them – the uses and accepted practices for Facebook and Twitter are different, so a message that works on Twitter might not work on Facebook..

Here are some examples of sites and folks to check out (you do not need to be a Twitter or Facebook user to see the sites):

• Flemish House Art Gallery on Facebook
• Jules Artwear – Handcrafted Clay Bead Jewelry on Facebook
• Bradford Woodworking on Twitter
• American Craft Council on Twitter
• Melinda Orr on Twitter
• Technology in the Arts: a great resource for anything to do with, uh, Technology and the Arts…(the best being they are in the arts business and understand how you need to use this stuff)
• Social Media Examnier:  all things social media.

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