Smart about social networking for business
Social networking is like slapping your Amex on the counter – accepted everywhere. If you want to get found online by the people who need your product or services, you need more visibility than traditional media can provide. NBC, for example, reaches 10 million people a month – Facebook reaches more than 500 million.
Sites like Facebook and Twitter are what radio was in the 80’s. If you’re not on, your competitors are reaching your potential customers long before they have a chance to search for you.
But jumping into social media without a strategy and tactical plan is like jumping into a thorny thicket with shorts on.
Social media – from a customer perspective
To understand why social networking works for business, begin by looking at it from your customers’ perspective. If I give you my valuable time, what do I get out of it?
Years ago when we discovered new restaurants, we ranted or raved to our neighbors, family and coworkers. Today, we jump onto facebook while we’re lingering over the last cup of coffee – or storming out of the restaurant.
Social networking allows us to be our own shortwave radios – sending out and gathering information. We feel good helping our friends avoid bad restaurants as well as finding a new favourite one. And when we’re looking for suggestions, our friends are there to help us as well.
Think about it. You log onto facebook and see that your best friend has just written about a great meal at a restaurant you’ve never visited before. You do a quick Google search and visit the website. Then you notice the restaurant has a facebook page – and facebook friends can save 10% off their next meal – just by liking them on facebook.
Companies that play where their customers hang out give back to their communities – and it’s that giving back that’s the secret sauce. And it doesn’t always have to be monetary – there are lots of ways to make the experience better for your customers.
Social media – from a business perspective
Make it valuable for your community and they’ll reward you with more of their valuable time.
Consumers expect companies they interact with to be respectful and listen and offer something of value for the gift of allowing them into your world. When they “like” a company, they’re not giving that company permission to market to them. They’re giving the company kudos – a signal that they like what they see.
That something of “value” can be nebulous – and it’s where many companies stumble – because value has so many different meanings.
- Contests that are fun and give customers a chance to win something
- The ability to show-off something, like a picture of a pooch hogging the bed
- Information that can improve people’s lives – expert sources, for example
- Links to interesting sites – not always the company website
- Discounts and sales that are available only to fans
- Inspiration, humor and daily tips
How are you adding value to your customers’ lives? How can you improve your social media ROI simply by improving your value-add offer?
Want to know more about social networking for business? Check out our blog roll – these rock stars are leading the pack!
If you’re using social networks for business, I’d love to hear your story.
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