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安冬妮婭·歐皮亞深知社交媒體對(duì)于小企業(yè)來(lái)說(shuō)是一個(gè)多么有威力的工具。

歐皮亞是專(zhuān)注于黑人美發(fā)的時(shí)尚網(wǎng)站Un’Ruly的創(chuàng)始人,。幾年前,，她的一支充滿(mǎn)爭(zhēng)議的原創(chuàng)紀(jì)錄片《你可以摸摸我的頭發(fā)》（You Can Touch My Hair）在網(wǎng)上發(fā)布后，歐皮亞一時(shí)間成為輿論焦點(diǎn),。這支紀(jì)錄片在視頻網(wǎng)站上吸引了70多萬(wàn)次點(diǎn)擊量,。它記錄的是在紐約市舉辦的一場(chǎng)戶(hù)外行為藝術(shù)，片中有三位黑人女性舉著牌子,，鼓勵(lì)路人摸摸她們的頭發(fā),。

黑人女性的頭發(fā)一直令很多人感到神秘，歐皮亞拍攝這支紀(jì)錄片正是為了鼓勵(lì)人們大大方方地討論這一話(huà)題,。這個(gè)話(huà)題確實(shí)火了起來(lái),。歐皮亞不僅聽(tīng)見(jiàn)大家在現(xiàn)實(shí)生活中談?wù)摚谏缃幻襟w上發(fā)聲的人也不在少數(shù),。不過(guò)大家卻并沒(méi)有歐皮亞期待的那樣興奮,。

“這支紀(jì)錄片的口碑非常兩極化?！?歐皮亞說(shuō),。“在黑人看來(lái),，我們好像在利用黑人女性進(jìn)行炒作,。我理解他們的觀點(diǎn)，但是我明白我們這樣做的核心目的,?！?

歐皮亞是在2013年6月發(fā)布這支紀(jì)錄片的——也就是在她的網(wǎng)站剛剛上線不久的時(shí)候。此后,，她通過(guò)在多個(gè)主流社交媒體平臺(tái)上與粉絲互動(dòng),，迅速積累起了自己的顧客群。

對(duì)于小企業(yè)經(jīng)營(yíng)者應(yīng)該如何利用社交媒體擴(kuò)展品牌知名度,，歐皮亞也給出了自己的建議：

1.加群

歐皮亞指出,，如果你是一家小企業(yè)的老板，那你很可能已經(jīng)做了一個(gè)專(zhuān)門(mén)的Facebook頁(yè)面,，用來(lái)更新產(chǎn)品信息和向粉絲進(jìn)行推廣,。然而這種對(duì)話(huà)很可能是單方面的，目標(biāo)群體對(duì)這個(gè)頁(yè)面的關(guān)注度也取決于Facebook的算法變化,。對(duì)此她建議道,，你可以加入一些相關(guān)的Facebook群，以便更好地與關(guān)注有關(guān)話(huà)題的網(wǎng)友群體進(jìn)行互動(dòng),。對(duì)于歐皮亞本人來(lái)說(shuō),，自然是加入與護(hù)發(fā)有關(guān)的群了,。“我發(fā)現(xiàn)加入這些群能夠提高你所發(fā)布的內(nèi)容被正確的目標(biāo)群體看到的機(jī)會(huì),?！?

2.心急吃不了熱豆腐

剛剛開(kāi)始創(chuàng)業(yè)的時(shí)候，歐皮亞把大部分精力都放在了Facebook上,，因?yàn)檫@個(gè)平臺(tái)能給她的網(wǎng)站帶來(lái)最多的瀏覽量和收益,。而現(xiàn)在，她的公司在Twitter,、Instagram,、YouTube、Google Plus和Tumblr上都建立了堅(jiān)實(shí)的陣地,。不過(guò)也有很多創(chuàng)業(yè)者在這方面吃了苦頭,。歐皮亞表示：“心急吃不了熱豆腐。如果你總是得在社交網(wǎng)站上發(fā)帖子,，那肯定是有不小的壓力,。你可以先選擇一兩個(gè)對(duì)你的公司來(lái)說(shuō)效果比較好的社交網(wǎng)站進(jìn)行深耕，不要一開(kāi)始就制定過(guò)于雄心勃勃的社交媒體計(jì)劃,?！?

3.創(chuàng)作能帶來(lái)收益的原創(chuàng)內(nèi)容

對(duì)于社交媒體營(yíng)銷(xiāo)來(lái)說(shuō)，最理想的就是當(dāng)一個(gè)“段子手”,，而不是“抄襲狗”,。作為一家小企業(yè)，如果你想從社交媒體的各種雜音中脫穎而出,，關(guān)鍵是要?jiǎng)?chuàng)作符合品牌定位的原創(chuàng)內(nèi)容,。歐皮亞指出：“有很多品牌只是轉(zhuǎn)貼他們從網(wǎng)上找到的圖片，結(jié)果是大家的頁(yè)面看起來(lái)都一樣,?！睔W皮亞最近推出了一項(xiàng)按需設(shè)計(jì)的發(fā)型服務(wù)，她只將這項(xiàng)服務(wù)在Un’Ruly的Instagram主頁(yè)上進(jìn)行了推廣,，并且用上了原創(chuàng)照片和視頻,。她認(rèn)為，要讓顧客親眼看到他們購(gòu)買(mǎi)的服務(wù)很重要,。事實(shí)也證明,，Un’Ruly在Instagram上的25%的粉絲都成了她的顧客?！癐nstagram充分彰顯了原創(chuàng)內(nèi)容的效用?！?

4.別忘了社交媒體的意義是“社交”

歐皮亞表示,，作為商家,，你在社交媒體上的發(fā)帖和互動(dòng)最忌干巴巴和程式化。歐皮亞自己每天都會(huì)抽出10到15分鐘時(shí)間在社交媒體上發(fā)布一些她覺(jué)得粉絲們會(huì)感興趣的內(nèi)容,?！叭绻奶煳覜](méi)有任何有意義的東西可以分享，我就不會(huì)發(fā)貼子,，這樣也并不會(huì)有什么負(fù)面效果,。”通過(guò)那次發(fā)布紀(jì)錄片的經(jīng)歷,，歐皮亞發(fā)現(xiàn)網(wǎng)友們都是很直率的,，而且他們也愿意與品牌進(jìn)行互動(dòng)。歐皮亞還表示,，不管網(wǎng)友表?yè)P(yáng)還是批評(píng),，只要他們花時(shí)間對(duì)商家提出反饋，商家就應(yīng)該投桃報(bào)李,，抽出一些時(shí)間與他們互動(dòng),。“要么解決他們的問(wèn)題,，要么多給他們一個(gè)愛(ài)上你的品牌的理由,。”

5.不要老是道歉

那么,，小企業(yè)在社交媒體上最常犯的錯(cuò)誤是什么呢,？歐皮亞表示，很多商家總是在不需要道歉的時(shí)候道歉,?！拔艺J(rèn)為這是這個(gè)時(shí)代戾氣太重導(dǎo)致的結(jié)果。但是你不可能做到讓每個(gè)人都高興,。所以你要謹(jǐn)慎和明智地道歉,。” （財(cái)富中文網(wǎng)）

譯者：樸成奎

審校：任文科

Antonia Opiah knows just how powerful a tool social media can be for a small business.

Opiah is the founder of Un’Ruly, a lifestyle website dedicated to black hair. Several years ago, she found herself in the spotlight after her controversial original documentary called “You Can Touch My Hair” went viral. With more than 700,000 views on YouTube, the film documented a public art exhibition held outdoors in New York City where three black women held signs encouraging random bypassers to touch their hair.

The idea was to start a conversation about the myths surrounding African-American hair. There was a conversation, alright. Not only did Opiah hear from the community face-to-face, but people sounded off on social media. And they weren’t as excited about the conversation Opiah was hoping to have.

“The documentary was really polarizing,” Opiah says. “To black people, it seemed as though we were exploiting black women. I understood that point of view, but I knew what was at the heart of what we were doing.”

Opiah made the documentary in June of 2013 — shortly after she launched her website. Since then, the sole proprietor has effectively grown her customer base organically by interacting with her audience on every major social media platform. In just three years, Un’Ruly has attracted more than 10,000 followers on Twitter, 7,000 on Facebook, and 6,000 on Instagram.

She shared her tips on how small business owners can grow their brand through social media.

Consider joining a “Facebook Group”

If you have a small business, you likely have a dedicated Facebook Page where you share updates and promotions with your followers. However, the conversation tends to be one-sided and the community engagement is dependent on Facebook’s changing algorithm, says Opiah. Opiah recommends joining a Facebook Group for better engagement with a community that cares about a niche topic relevant to your business. For her, it was hair care. “I’ve found that participating in those groups increases your chances of your content getting seen by the right people,” she says.

Don’t get too ambitious with your posting schedule.

When Opiah first started her business, she focused most of her attention on Facebook because it was the platform that drove the most traffic and revenue to her website. Today, her business has a solid presence on Twitter, Instagram, Pinterest, YouTube, Google Plus, and Tumblr. This is where the majority of entrepreneurs stumble, she says. “Don’t bite off more than you can chew,” she says. “There’s always pressure to always be posting, but pick one or two social media networks that will serve your business well and focus on those. Don’t start out by setting a schedule that’s too ambitious.”

Produce original content to drive revenue

Ideally, you should be a creator, and not just a curator. For small businesses that want to differentiate themselves from all the noise on social media, the key is to create original content that is in line with the brand’s mission. “There are lot of brands that are simply just re-posting other pictures they find on the web, but what ends up happening is that profiles start to look the same,” she says. Opiah recently launched an on-demand hair-styling service, and she only promotes it on Un’Ruly’s Instagram profile through original photos and videos. It’s important for the customers to have a visual of what service they are paying for, she says. She’s been able to turn 25% of Un’Ruly’s Instagram followers into customers. “Instagram is a glorified portfolio of our work,” she says.

Don’t forget that social media is meant to be social

Posting on social media and interacting with followers should never become mundane and formulaic, Opiah says. She carves out 10 to 15 minutes out of her day to post content that she feels will be interesting to her audience. “On days that I just genuinely don’t have anything meaningful to share, I don’t post,” she says. “And I haven’t seen a downside to that.” Through her documentary experience, Opiah learned that people are vocal and they want to interact with the brand — whether it’s to compliment or to complain. Either way, Opiah says entrepreneurs need to take the time to engage with the users who took time to engage with their business. “Resolve their issue or just give them more of a reason to love your brand,” she says.

Stop apologizing so much.

When asked about the most common mistake she sees small business owners making on social media, Opiah says it’s apologizing when they don’t need to. “I think part of it is a result of living in this era of outrage,” Opiah says. “It’s futile to try and please everyone. Use your apologies carefully and wisely.”