KINGSTON, Jamaica (JIS) — Science, Technology, Energy and Mining Minister, Phillip Paulwell, is encouraging small businesses to make use of social media in marketing their goods and services.

“Greater use of smartphones and cutting-edge applications, increasingly giving flight to the power of social media, results in cost-effective marketing and global interactive exposure,” the minister said.

He was speaking at the 5th Small Business Association of Jamaica (SBAJ) Biz Social at the Knutsford Court Hotel, Chelsea Avenue, in St  Andrew on Wednesday.

The event focused on ‘Utilising Information Technology for Productivity in the Small and Medium-sized Enterprises Sector’.  

Examining social media’s cost effectiveness, the Minister pointed out that it is far more affordable to tweet a message, to pin a product on Pinterest or promote a discount on Facebook.

“The highly specific targeting parameters offered by Twitter, Facebook and LinkedIn can help you get the biggest bang for your marketing buck,” Minister Paulwell explained.

He noted that because of social media, marketing and advertising costs will become significantly less, and will no longer serve as a hindrance for small enterprises.

He said businesses will have greater leverage over their competition by connecting with new and prospective customers in an organic way across the Internet.

“If used correctly, social media can boost search rankings, provide better customer service, craft a compelling online personality and connect with new business partners. It can also build connections and earn word-of-mouth marketing from your brand advocates,” he pointed out.

SBAJ President, Hugh Johnson, in his remarks, also stressed the importance of information technology in contributing to the success of small businesses.

Established in 1974, the SBAJ is a non-governmental organisation dedicated to fostering the growth and development of businesses and professional groups and to represent the entire small and micro business sector.

The entity represents businesses employing up to 150 persons, with a turnover not exceeding US$5 million per annum, and which are not part of a conglomerate.