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Houston PR team shares how social media can affect your small business

Why use social media for business? These two PR experts make their case. Getty Images

As a small business owner, I know firsthand how important it is to stay on top of the latest marketing trends. We no longer live in a world where traditional public relations alone will achieve your business objectives. With new and evolving digital platforms creating so many ways to communicate with your target audience, businesses must diversify their public relations and media strategies to be successful.

We cannot work in silos; instead, we need to have a comprehensive approach, including tactics such as media relations, community partnerships, unique events, influencer collaborations, digital and traditional advertising, email marketing and social media.

While some of these marketing channels can be costly, social media for small business owners is an absolute must and an inexpensive way of keeping your brand top of mind.

How businesses use social media for marketing can vary depending on the industry. The first step is determining which social media platforms make the most sense for your business. Where are your competitors? Are they on Facebook, Instagram, Twitter and LinkedIn? If so, does it also make sense for you to have a presence on each of these, as well?

Once you know where you should be, decide who you want to reach and what your message should look like in order to accomplish this. Messaging can certainly vary on each platform, as can your target audience.

Recruiting, B2B content and company updates are best suited for LinkedIn, while beautiful visuals and brand stories are reserved for Instagram and Facebook. Twitter can serve as a great platform for timely updates and conversations with followers. To create effective social media marketing for small businesses, solidify your brand voice and target audience before creating content.

As you begin creating organic content to push out to your target audience, take advantage of the advertising tools within each platform. Facebook's Ad Manager provides businesses with an intuitive approach to advertising on Facebook, Instagram, and Facebook's Audience Network. By adding marketing dollars to your social media strategy, small businesses cast a wider net with individual posts and reach a larger audience by creating campaigns with specific objectives such as driving website visitors. With advertising spend on social media, you will be equipped with even more data and analytics than your organic posts generate in order to understand who is engaging with your content.

It's always beneficial to keep these options in mind, while understanding the value social media brings to your overall marketing strategy. Social media is a great tool for upper funnel objectives, such as raising brand awareness and interest, rather than lower funnel, conversion objectives. You want to rely on social media to increase your customer base, connect with current customers and influence them down the purchasing path.

The beauty and power of social media for small business owners is that it's affordable and efficient. It can serve as a snapshot of your brand when potential customers visit your page.

There's no better way to build relationships with your current and prospective customers than through social media marketing. It offers a quick turnaround time, granular targeting options and real-time consumer feedback and communication.

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Karen Henry is the founding partner of The PR Boutique, a Houston-based public relations firm. Kirby Levey is the company's senior accounts and digital executive.

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Building Houston

 
 

Houston-based Adapt2 Solutions has created AI-backed technology to help energy companies make strategic predictions in these unprecedented times. Getty Images

Among the many complications presented by the coronavirus pandemic is coping with power needs. Movie theaters, malls, schools, and stadiums are among the places where energy use has been uneven at best. And the unevenness promises to continue as a lot of locations turn the lights back on but their operating hours remain in flux.

Houston-based Adapt2 Solutions Inc. believes its software can help energy companies power their way through the pandemic-driven haziness of power demand from commercial and residential customers.

"Today's energy companies need the speed and flexibility that cloud-native technology provides to fully leverage the massive amounts of data available to them," Jason Kram, executive vice president of Adapt2 Solutions, said in a December 2019 release.

Kram says that by capitalizing on artificial intelligence, machine learning, and cloud computing, his company's predictive analytics models forecast unexpected fluctuations in power capacity. Amid the pandemic, this technology enables energy companies to map out demand at a time when they're balancing strained revenue and squeezed spending is paramount, according to Kram.

Armed with this forecast data, Adapt2 Solutions' customers — including utility companies, energy traders, and power generators — can more easily plot power production, sales, and purchases, Kram tells InnovationMap. This data can be applied to conventional power, renewable energy, and battery-stored power.

"In times of disruption, big data can inform decision-making for energy companies to optimize energy-market operations with timely and reliable data," Kram says.

Adapt2 Solutions' load forecasting feature generates the predictive analytics models. This feature is embedded within the company's Adapt2 Bid-to-Bill flagship product, which helps energy companies manage front-office and back-office operations. Its other products are Adapt2 Green, designed for the renewable energy market, and Adapt2 Trade-to-Tag, aimed at improving management of energy trades.

"With Adapt2's AI-enabled solutions, we strive to help more customers focus on their core operations and bring business units together on a single platform to create an integrated approach," Kram says.

The company's customers include Consolidated Edison Inc. (ConEd), Duke Energy Corp., the East Kentucky Electric Cooperative, Exelon Corp., Invenergy LLC, Sempra Energy, the Tri-State Generation and Transmission Association, Tyr Energy LLC, and Vistra Energy Corp.

Adapt2 Solutions employs about 40 people, Kram says, and plans to grow its revenue and headcount by 25 percent to 40 percent this year. He says Adapt2 Solutions has managed to turn a profit even though it hasn't taken any outside funding since Francisco Diaz founded the company in 2008.

In March, Inc. magazine placed Adapt2 Solutions at No. 222 on its inaugural list of the fastest-growing private companies in Texas. The company's revenue shot up 72 percent from 2016 to 2018.

"The growth in our business reflects a growth in our customers' business, further validating that we have taken the right steps to help energy enterprises better respond to market and technology changes," Diaz said in a March release.


Jason Kram is the executive vice president of Adapt2 Solutions. Photo courtesy of Adapt2 Solutions

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