Adam Houlahan is an International Keynote Speaker specialising in Social Media for business, and CEO of the highly successful boutique agency, Web Traffic That Works.
He is Top 1% most viewed LinkedIn profile celebrated by LinkedIn.
He is considered to be one of Australia’s leading experts in harnessing the power of Linkedin for business. Over 3,000 people globally have sought his skill and insights to leverage the power of LinkedIn for their businesses.
Adam is also a featured columnist for MOB Magazine, an Australian National Business publication.
He consults on Social Media to private clients in Australia, New Zealand, North America, The Middle East and Singapore.
His work as CEO and owner of 6 successful companies has given him the hands-on experience to understand business from the inside.
His Book Social Media: Secret Sauce
Muyiwa Osifuye: Briefly, what advice would you give a small-business owner or brand manager - if you agree with the school of thought - which posits that, the social media as a tool of marketing and publicity, is a double-edged sword?
Adam Houlahan: Social media is certainly a double edged sword, years of positive brand building can be destroyed by one simple mistake you make online.
Keep in mind once you post something on-line it stays there forever.
Ensure that you never comment on or post content if you are:
Unsure of your position on a topic.
A good short test to consider before you post is:
Will I be happy to have this seen in a year from now?
Would my family be happy with my name being associated with this?
Does this serve a purpose for our clients or customers?
If you answer no to any of these questions, do not post the content.
Muyiwa Osifuye: There are various social media platforms out there, what are the very basic factors that must be considered to guide the choice of any, by a small-business owner?
Adam Houlahan: Whilst there are in excess of 400 social platforms available, you should pick 2 or 3 that you are going to focus on. The key is to ensure you are on the right 2 or 3.
The correct platforms are the ones that your ideal clients or customers are active on.
Muyiwa Osifuye: Can you tell us the proportion of the resources of a business that must go into the social media efforts? And what are the simplest ways of measuring the return on investment - both in monetary terms and time expended?
Adam Houlahan: This will vary for every business, however a good starting point would be to allocate 10% of your marketing budget to social media.
Once you are sure you are receiving value for that spend increase it by 10% each time.
ROI can be measure in many ways, the objective is to decide before you start what are the key metrics that make a difference for your business.
Once you establish these track them every month and chart the improvements.
Have a clear goal of what success means for you and the timeline you consider appropriate to achieve those goals.
Muyiwa Osifuye: For the survival of a business, are there exceptions in some industries that could do without the social media platform, more so these interactions may not translate into income immediately?
Adam Houlahan: Expecting an immediate return financially may be setting yourself up for disappointment, it takes some time to build community, trust and a strategy that works for you.
Every industry can benefit from a social media presence, though that may not mean it will translate directly into financial reward. Creating community and trust in your brand can be highly valued yet slightly intangible in it's value.