According to an AMI-Partners report, 70% of small business owners are using Facebook, MySpace, blogs, YouTube and Twitter.

But, what they are actually doing on social media seems to be spotty – especially in terms of actual business usage.   Only 30% of small businesses perceive social media as strategically important to the success of their business (vs. 61% of mid-sized businesses). Apparently, they haven’t quite bought into the ROI of the resources, and most importantly, the time involved to truly understand the vast and potentially significant impact social media can have on their business.

Small Business owners, unlike business men and women at mid-to-larger businesses, have responsibilities that include everything.  They are incredibly driven and passionate about their business, but time starved and literally have to evaluate how they spend every minute during the day.

But, the fact is they are ON social media, which is great for marketers like us.

In order to actually connect with the small business market on a business level, marketers need to make them see your social brand presence as a necessity for their growth.  Will it help make their business run better, faster, smoother, and more profitable?  That’s a heavy order, but in all reality, if it doesn’t, it won’t be blip on their already jam-packed radar.

American Express OPEN Forum is a perfect example of a platform that is hitting the perfect balance of brand, product and social elements for small business owners.

American Express launched OPENforum.com in 2007 as an online resource and social networking site for small business owners and entrepreneurs.  It is now the marketing rudder for the American Express OPEN (small business credit card product), and has done amazing things for the brand and for small businesses. It is chock full of relevant blogs from industry experts and dynamic ways to connect with other small businesses owners to share best practices and do business with one another.

All the while, American Express is marketing their Amex OPEN cards on the site – the price of entry into some of the more meatier parts of the site, including setting up a business profile (like a Facebook profile) to interact directly with other businesses.

It has gained significant traction and just passed 1 million monthly unique visitors earlier this year.

It has also increased credibility in the small biz market by connecting their brand with small business owners in a relevant and engaging way that has the potential to help small businesses grow.  Oh, and they are selling credit cards, too.  Pretty smart.

We’d love to help you develop smart small business marketing and social media programs, give us a shout!

Flickr photo courtesy of caseywest