Have you noticed? This topic is currently the most written-about in the marketing profession. Social media marketing is a frontier whose horizon is still advancing. If you're not using it or still unsure of its efficacy, you're not alone. The case for harnessing social media grows stronger every week - literally by the millions of new users (watch)!
The reason why social media works in sales may be obvious. Where do you go when you need help? Complete strangers are probably a bad risk but your friends and family are a safe start. You turn first to the people you know and trust. That's why social media works. Now we'll reveal how it will work for your business and career.
Those who have embraced Facebook for social purposes already know the power of this medium. How many old friends, classmates and colleagues have you reconnected with on the Internet?
The social media naysayer is losing voice as he sees his friends and colleagues rack up success stories using LinkedIn, Twitter, YouTube, Facebook and other networking sites. Executives who ban such sites in the workplace are hearing about how competitors' employees are winning new customers or finding better solutions to problems through their employees' social network contacts.
Still, many remaining corporate policies prohibit using social network sites on the job. Office-wide bans are probably a bad idea at this point because your employees are already using social media. An experienced friend advises: "...use your employees as part of your social media strategy". Set limits and guidelines if you must but don't cut off a huge channel to valuable opportunities!
Currently, the top three social media sites used by executives and professionals are LinkedIn, Twitter and Facebook. Other sites offer robust content integration such as YouTube for videos and Flickr for photo galleries. These sites are complimentary to each other and can be interlinked. Here's a brief overview of the "big three".
LinkedIn is excellent for establishing your professional identity and connecting with serious people in your field. It offers great topical groups with passionate members eager to share knowledge. Its tone is businesslike.
Twitter is a vast and powerful network for following thought leaders, trending ideas and offering personal or corporate updates.
Facebook offers a cheerful environment for connecting with friends, family and colleagues while allowing your individual style and personality to come through. Business bridged with friendliness is an awesome duet.
It is important to note that much of the advice offered applies to your personal presence on these networks because the sites were designed firstly for the individual and second for corporate use. Overt marketing and blatant self-promotion is culturally frowned upon in most areas of the social media universe. Remember, this is an opt-in world. People in your network choose to and want to follow you. It is okay to offer an occasional plug and to share good service experiences you've had - a nice word-of-mouth benefit.
Let's examine 15 proven ways that business leaders and professionals can ramp up their social media effectiveness:
- Choose the sites that are appropriate for you and your business.
- Take the time to populate your pages with good stuff about you and your business! The sites cost no money but do require some of your time. Complete your profiles and bios!
- Build your network. Reach out. Use the search features and invite people to join your networks.
- Join groups of interest. Start a group yourself with like-minded people.
- Post comments and updates often - daily is a good general rule, weekly at a minimum.
- Offer value-based information, not trivia - unless it's very interesting. Share links or other posts you have found valuable. Try to attract interest rather than promote it.
- Pay attention to your network. Take advantage of what you learn from others! Enjoy the positive news and commentary in this new world of information.
- Improve your relationships. Turn acquaintances into friends and prospects into customers. Face-to-face meetings after "tweet-ups," LinkedIn or Facebook connections are warmer and more productive.
- Be a resource, not just a sponge. The more often and insightful your Twitter posts are, the more new followers you will get - practically guaranteed.
- Ask for help and you may get just what you need. Social people are eager to help other social people.
- Provide the help. Be among those who answer questions and offer helpful comments to relevant posts and requests.
- Be true to your brand. Keep your social media communications consistent with your market positioning. Use this media to build your brand equity.
- Integrate social media with your website, email and other online communications. This helps multiply the audience and reinforces your messages.
- Use a picture! A good picture of yourself makes a big difference in whether or not acquaintances will choose to connect with you. This is not about being anonymous.
- Be a part of the growing social media revolution and share your successes!
If you're in sales, marketing or the chief executive of your organization, the key to enduring growth is the strength of your relationships. Being more social online can increase your relationships. Using social media effectively will strengthen them. Conversations will go easier when in person.
Keeping friendly and staying connected with your associates often leads to bigger deals while the competition is forgotten in the background. That's good business!