Has your business entered the social networking arena? If not, there’s still time. According to iStrategy Labs, from January 2009 to January 2010, Facebook gained over 100 million users in the United States (hitting more than 500,000 active users in July). And the amount of time Americans spend on social networks and blogs increased 43% from June 2009 to June 2010 – making it the number one online activity [source: Nielsen NetView].
But the bigger question is – SHOULD you? Deciding whether to tweet, setup a wall on Facebook, or join MySpace, LinkedIn or other networks is not a question of whether to have a presence simply because everyone else is doing it. It’s a marketing decision, and like any marketing plan, it requires a well thought out strategy to be successful.
One of the first steps is to simply understand the social networking audience and their expectations. Users are not looking for general information about your company. They are interested in interacting, engaging and gaining personal insight into your business or brand. And the users of each network have their own expectations of content. For instance, Twitter users are interested in interaction and learning about your business on a one-on-one basis. Facebook users cover nearly every age group and are more interested in socializing and communities – for example, learning about your company’s activities and events. Whereas MySpace users are comprised primarily of youth and teens, sites such as LinkedIn offer great venues for business networking and recruiting employees.
The next step is to determine which, if any, fit into your marketing strategy. Then make them an extension of your brand. Social networks give your business the opportunity to reach out and connect directly with individuals and online communities. Users aren’t interested in a constant barrage of tweets trying to sell them the latest widget or service. And they don’t want to visit a Facebook wall filled with the products on sale this week (save it for the company email). But offering Facebook users an exclusive sneak peak at a new product before it hits the store shelves or providing Twitter users with an exclusive discount code is a great way to drive traffic to your page.
Show your network fans the personal side of your businesses (just not TOO personal!). A sporting goods company putting up photos from the latest company softball game may be fine, but photos from the holiday office party are probably not. Getting personal doesn’t have to translate to unprofessional.
With Americans spending an average of 906 million hours each month on social networks and blogs [source: Nielson NetView, June 2010], the online arena may seem like a marketing goldmine. And it can be IF businesses remember to always be mining for partners and clients. Acquiring 200 followers is like collecting 200 business cards at the last conference or trade show. Connect with contacts on an individual basis in order to build a relationship or create a strategic alliance. Engage your audience in a two-way conversation and ask questions – network users want to be heard. “Daily Twitter users are 300-400% more likely to write a blog, review products, upload videos, and every other social behavior, than are non-users. In fact, the research shows that 72% of daily Twitter users write a blog, 61% write at least one product review per month, and 53% upload videos,” according to Convince and Convert.
While it can be harder to control your marketing message on the social networks, it is a cost-effective venue for increasing awareness of your brand and increasing customer loyalty. And although there is always a risk of negative exposure or criticism from those who use social networks to express their frustration, it’s also an opportunity to respond positively and constructively. It’s about more than just selling. Social networks are opportunities to build a culture around your brand.
Do you have social networking success stories? Share them with us in the comments section below. We’ll post the top success stories in our next article!
