If you're still wondering what's all the fuss with social media, chances are good your competition may have already left you in the dust.
By now, I'm sure you've heard about Facebook (300 million users), Twitter and LinkedIn. But, perhaps, you're still in the dark as to why your business should be participating in social media.
Simple: your customers are there.
Before you start creating accounts and giving it the old college try, you first need to develop a strategy.
Here are some wrong reasons to be in social media:
- Your competition has a Facebook page (but is it a good one?)
- You expect more sales (forget about it)
- Everyone else has a Facebook page (see No. 1 above)
Here are some right reasons to be involved in social media:
- Customer Service by answering questions and solving problems.
- Engaging with your customers or potential customers.
- Being helpful by offering tips, advice, etc.
- Being informative by offering white papers, events, news, etc.
- Being transparent (hint: it's no longer about you!)
If you are loyal to the good reasons, then continue with your strategy. If you are still thinking dollar signs, you will fail.
Your social media strategy should include:
- Determining your audience.
- Determining your relationship level.
- What do you want to establish here? Branding? Customer Service?
- What technologies will you incorporate? Facebook? Blogging? Twitter? LinkedIn? Others?
Make sure your social media efforts are "link-able". Give your Fans and Followers something to link to and something to write about. Think about the buzz you've uncovered about a contest; or when Starbucks has a free coffee day.
A Business-to-Business (B2B) relationship in social media is a little more challenging, but you need to make it a personal relationship. Take the "B" and make it into a "P"...a "person" to "person" relationship.
Be real. If you're a faker, they can smell you a mile away and your strategy is doomed.
The best advice? Participate. Give. Listen.
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