Bill's Thoughts on Social Media
Social Media platforms such as Facebook, Twitter, Linkedin & Blogs can be used to compliment an organization's website and extend the brand in new and exciting ways. Used properly, Social Media interaction can increase page views on the company's website as well as interact with its customers.
Below is a screen shot of The Houston SPCA's Facebook page which I manage. Notice how the Profile Picture is not a company logo, but rather a specific message to promote an upcoming event. Remember, every post places this message on your friend's wall. Using a company logo is perfectly acceptable, but don't be afraid to take advantage and let your consumers know what special events/sales you have from time to time.
You will also notice that we created special tabs to provide specific information geared to the Houston SPCA. There's a tab to promote an upcoming Telethon which offers basic information and a link to take them directly to the Telethon page on the Houston SPCA website. There is also a tab for making a donation and one with Map to help customers locate the shelter.
Finally, you will find stories posted on the wall. The stories should be of interest to your customers and tease them with enough information to peek their interest and get them click the link to the website.
It is also important to monitor social media sites to see what people are saying about you. Here's a free widget that www.socialmention.com offers. It allows you to follow your activity on different social media web sites.
5 Key E-Strategies for Social Media Interaction
In today's business climate, the importance of Social Networking cannot be understated. Consumers are scouring the internet looking for information that is beneficial to them. However many attempts into the Social Networking world falls short of its potential impact. While it's critical for a company to have a Social Networking component with their over-all marketing plan, simply having a group on Face Book, You Tube or Twitter is not enough.
That being said, here are 5 key E-strategies for a successful foray into the world of Social Networking.
#1: Profile
It starts with creating a company's profile on-line. A common mistake made is making the profile appear as a corporation and not as individual or person. The fundamental characteristic of Social Networking is about human interaction. Lets say you're creating a profile of a company in the airlines industry; humanize it by creating a "Delta Travel Guru" or "The Continental Travel Club". Putting a face on your Social Networking will help your customers see a human element and make a stronger connection. Some company's will even post the names and pictures of the people that are part of the Social Networking team in order to help their customers feel like they are talking with a person.
#2: Propagate
Now It's time to add content. Again, using the airline industry as an example; video blogs of even the simplest things can provide great value for travelers. Producing videos of how to use an E-Ticket, or a behind the scenes look at the benefits of the hospitality lounges airlines offer will help educate travelers while promoting services the airline deems important. The possibilities are endless. Video tours of the various airports serviced by the airline (who hasn't walked through an unfamiliar airport wondering if they were going in the right direction). It's also important to have plenty of opportunities for interaction with your customer. Be sure you have plenty of places for them to respond with questions, concerns and gripes. (More in #4 Participate)
#3 Produce Even More Content
This is where many people fall short in their Social Networking efforts. Content must be updated on a regular basis. Simply posting material isn't good enough. These Social Networking sites should contain real time information to assist their customers. Airport closed due to poor weather? Post a live weather radar image alerting travelers. A major festival is taking place in a city serviced by that airline? Produce a video story highlighting the unique aspects.
#4 Participate
Social Networking is about conversation. Putting your message out there is only half of that dialogue. You must also listen to what your customers are saying. Responding to the Twitter, Blogs and other communication from your customers in a timely manner lets them know there is a person on the other end and not some corporate computer (see Profile) that simply forwards messages to ether land. Most people appreciate a personal response from a company, even if they are complaining.
#5 Progress
The final key to success in Social Networking is keeping track of the progress made. Are you growing your Social Network? Are people sharing your content across other platforms? Business is about results and Social Networking is no exception. You may find certain parts of your Social Networking working better than others. Tracking progress allows a company to make sure its Social Networking efforts are meeting the needs of its customers.
Social Networking is an incredible phenomenon that will continue to grow and develop. Nobody does it perfect (some do a better job than others), but the biggest mistake is not doing anything. In order for it to succeed however requires a strong commitment.
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