Small business owners are counting on smart digital policy
Today, small business owners like myself have a host of digital resources at their fingertips to start and advance successful businesses. From the proliferation of AI tools, to low-cost digital advertising and convenient virtual gathering spaces, these resources allow an entrepreneur’s idea to become a fully operational business in just a short period of time. These tools empower those who wish to achieve success, but may lack certain advantages like ample capital, education, training, or support. Drawing from my own experience, I believe everyone deserves the chance to work hard and see their business idea come to fruition, no matter their background, and utilizing digital tools on social media platforms is a great place to start.
I am the founder of Beyond the Book Media, LLC. Our goal is to help executives, nonprofits, and Christian institutions publish their written content and produce books that inspire, lead, and leave a lasting impact. As a wife and mother of four children, with no family history of entrepreneurship or even an MBA, starting my own business would have been nearly impossible without easily accessible digital tools—and my mantra, “walk in your purpose and let your light shine.”
Meta’s platforms were critical to my success while creating my business. I made a Facebook page and through the personalized advertising tool was able to identify a target audience base and develop a highly effective ad-buying strategy. I held Zoom webinars for prospective customers that I promoted on social media and was thrilled when hundreds showed up! I was able to quadruple my sales by utilizing digital advertising tools and, through exploring these digital resources, I gained an understanding of social media algorithms, AI tools, and Zoom capabilities.
But lately, it has become increasingly difficult to use online platforms to grow my business and gain new customers. Lawmakers are considering data privacy legislation that, while seemingly protective, actually harms small businesses like mine. Online ad prices are rising, and it is no longer feasible to create highly targeted ad campaigns due to privacy setting changes. I have been forced to seek out less effective, more time consuming strategies for business growth and sales. This has resulted in more time spent away from my family and less income.
Here in Georgia, there are an estimated 740,000 businesses that actively use Facebook and of those 98.4 percent are small-and medium-sized businesses and 26 percent are rural businesses. Further, 21 percent make at least 25 percent of their sales digitally per month and 40 percent communicate directly with customers through digital tools, including Facebook, Instagram, and WhatsApp. Almost 80 percent of businesses that advertise consider digital advertising to be the most effective for their business.
Additionally, many small business owners are using AI products to streamline their operations, advertise, and communicate with customers. In Georgia, an estimated 126,000 small businesses use AI products regularly. Basic data privacy protections are important while conducting online business, but we cannot let poorly written laws and regulations severely alter social media platforms and consequently hurt small businesses. Small businesses like my own play a vital role in our state and national economies and deserve the freedom to operate, grow, and innovate without the burden of overrestrictive legislation.
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