North of the 49th | Amway

We’re in the midst of the Ontario provincial election campaign and, as a full-fledged political junkie who enjoys the political theatre (I won’t say game of politics – it’s too serious to be treated as a game), social media has been a give that keeps on giving for me and my fellow political fans.

However, I’ve been shocked that some people who would most benefit from social media are letting a great tool slip right through their fingers. After all, for people who get their start going door to door, you’d think they’d be familiar with the sound of opportunity knocking.

The big guys get most of the play in Canada. The Conservatives, Liberals, and NDP (and to a lesser extent the Greens) get all the attention from the media. So those affiliated with other parties (like the Libertarians, Communists, Reformers…) or no party at all (independents) have to be extremely creative in how they get their message out.

Social networks can offer the most bang for the buck; and Twitter itself may be the great equalizer.

With hashtags like #onpoli or city-related tags (London’s being #ldnont), you have instant access to a wide demographic. You can be relative certain that your message will get to the people who are interested in the term. And as it’s direct to the voter, you don’t have to worry about having it filtered through the media.

Not only can you get your message out, but you can also interact with voters. These open Twitter discussions are a great way to engage people with your platform. You can debate the merits of your own work and answer questions from voters in real time. And it only costs your time.

Yet in my riding, none of the three “fringe” candidates have a Twitter presence. And only one has a limited Facebook page. It’s a huge opportunity lost – and a lesson that can be learned for the savvy business owner.

Social networking allows you to humanize your business (hey, if it can humanize politicians it’s got to be powerful!). And if you treat it more than just an advertising bombardment (buy me! buy me! buy me! never really works), you can develop solid, trust-based relationships with your readers.

Of course, you should only do this if you’re willing to do it right. Don’t fake caring; don’t fake interest in people’s lives and activities. Be willing to answer questions honestly, give advice without making every comment a sales pitch, and get involved in conversations that make sense. Eventually, your reputation and your status as a trusted voice in the social world will grow, and – as a business owner – you’ll be more attractive to potential customers.

Small businesses don’t have the resources that some of the big box or multi-national chains have, just as fringe candidates don’t have the big Party backing to support them. Social networking – and Twitter in particular – puts everyone’s message at the same level. It’s The Great Equalizer, if you would. And the savvy small business owner will use it to their benefit.

Opportunity can look all it wants for a place to knock, but like those aforementioned politicians, no social networking profile means no door – and opportunity will just move on down the road to someone else.