The explosion in popularity of social networking services, such as Facebook and Twitter, has led many businesses to become more technologically savvy. Once the province of younger users and so-called early adopters, these social media sites have evolved into networks encompassing users of all ages, economic status, and interests. Smart businesses know that an effective social networking strategy can be beneficial and are already applying themselves to this new media. Others are ignoring the phenomenon, while many more just aren’t sure what the next step should be.
In many ways, the situation mimics the early days of the Internet, when businesses knew they could reach many more customers online but were not sure of the best approach. Many of the questions they have now are the same as they had then, if you substitute a word or two. For example, the question used to be how to use email to reach customers. Now it is how to use Twitter. However, while many of the answers will be similar, it is possible to avoid some of yesterday’s mistakes.
Don’t create a social networking strategy that will lead to isolated islands of useless data. Learn to mine the information, analyze it, and use it. Look for clues and trends on the networks. If your company sells organic vegetables, watch for posts that urge the banning of pesticides and similar issues, and share those with your followers. You need to be careful, however, that you are accurately identifying targets. Just because you hear hoof beats, it doesn’t mean there’s going to be a zebra stampede.
Use the network. Share information, offer helpful tips, and support your contacts. The first goal is to network and to build relationships with other members. At the same time, you want to create awareness about your company. Self-promotion is fine, as long as your company is also establishing solid relationship with customers and other users. In a way, you are doing more PR work than selling.
Retail giant Walmart has been using social networking as an effective public relations tool. The company has made extensive efforts to operate in a more environmentally friendly manner, beginning with their suppliers and continuing through the stores. In the interest of spreading the word about the progress the company is making in its sustainability efforts, the company has provided an easy method of receiving RSS feeds focused on news specific to sustainability and Walmart.
TiVo not only tweets, but followers can access job applications on their Facebook page. Dunkin’ Donuts provides links to their job openings through Twitter, and also is proactive at monitoring complaints as well as just interacting with other tweeters. These two companies have found a nice balance between promoting themselves and establishing relationships through social networking. Some companies like to offer discounts, or make followers aware of upcoming sales and promotions. Others use social media to respond to customer complaints, questions or suggestions; still others sponsor contents that take place solely in the social realm. Still other companies try to achieve all of these goals.
The best way to approach social networking may be to identify your company’s goals, and then create a social media strategy that will fulfill their goals. But don’t spend too much time thinking about it; jump in and get started. These avenues of marketing, public relations and customer service are not going to go away; on the contrary, they are only growing.
