1st Click Works: Tip of the Month: Making Social Media Work for Your Business

Social media must be the hottest mystery around for businesses. Many vaguely understand the opportunity it presents. But, they’re not sure how to take advantage.

If you don’t have them already, I recommend setting up a Facebook page and a Twitter account for your business. If you need help with that, please contact me. It is important to make sure that your presentation on these social media sites is professional and makes the most of your marketing opportunity. But, after that, my best advice is to cautiously jump in.

It is important to remember that this is a SOCIAL media. In other words, unlike other media typically used for advertising/marketing, social media must be used to create a dialog with customers/potential customers. For example, your Facebook page should not be used strictly as a bulletin board to get across information that benefits your company. Rather, it should be used to generate responses, comments, suggestions, etc. The more two-way communication you can encourage, the more successful your social media marketing will be.

Let me share three tips that will take some of the mystery out of using social media to market your business.

1.   Listen & Respond. The companies who have achieved social media success are those who listen to their “fans” and respond meaningfully. Allow conversations to continue without “jumping in” immediately. You will get better information about the needs and desires of the marketplace. But, when you do respond, make sure you are adding value to the conversation. For example, if you are hearing a complaint, don’t be afraid to ask questions about their experience. And, make sure the community knows the actions you are taking to resolve or further examine the issue.

2.   Share & Care. In the social media marketing realm, generosity is rewarded. Share expertise. Encourage and support others. Be a resource. An organizer. Don’t just view your social media pages as a valuable tool. Understand that it is your social media time and effort that can be valuable to the community. But, only if you care and share.

If you understand your market, you will understand what interests them. It’s NOT your company that is of interest. If you sell sporting goods, your community would probably be interested in the upcoming charity 10K. If you are an architectural firm, they are likely interested in events sponsored by the local Builder’s Association. Whether your fans/followers are young or old, professionals or hobbyists, male or female, you can find events, information, and ideas that will interest them and bind them to your company.

3.   Be a Real Person. No one wants to communicate with a corporation. Few want to communicate with a corporate spokesperson, either. So, in social media, you need to take a personal tone—even if you are the assigned corporate spokesperson. Some of the most successful social media marketers encourage their employees to join in the conversation, so that there is more than one voice of the company out there. Maintaining control of your brand is important, but it is more important to develop a pleasant, helpful voice for your company as you build your social media fan base.

Find the time to begin using social media. For more information, see these two previous articles I wrote last year:

How to Get Started With Twitter

Facebook Page or Facebook Profile: Which Do You Need?

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Tip of the Month: Making Social Media Work for Your Business

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