To social network or not, that is the question. We are not talking about the social networking your kids or grandkids might do, we are talking about making social networking an integrated part of you marketing plan. (You all have marketing plans, right?)
Ok, so for those who might not yet know what social networking is all about, think of it like regular networking in that you meet people, you join groups, you have conversations, you make and get referrals, you focus on giving rather than getting, and you benefit in the long run by helping others and by being an expert.
You are thinking, "if I take the time to do it, how does it benefit my business?" The first and most important thing social networking does is to build a deeper engagement with your customers. They are online already and talking about you or your competitors, voicing opinions and posting comments. Knowing what they are saying allows you to react and resolve issues, and to learn what they might like for future products or services.
Doing this online is far easier and cheaper than using comment cards or focus groups.
This is the minimum social networking every company should do. It requires monitoring posting sites, providing your customers with a forum for comment and ensuring your customer service policies empower your employees to resolve issues before they end up posted online.
If you want to use social networking to generate new business, it can help improve how people view your brand. It allows for unbiased references, which is especially important if you are in a service business (many sties allow you to review comments before they are posted). The 80/20 rule applies here. Focus on giving advice on a subject of your customers' interest, thereby setting yourself up as an expert. Giving advice or help 80% of the time gives you the right to sell 20% of the time by inviting potential clients to seminars or giving them coupons to buy.
Social networking can also help if you need to hire employees. You can tell people in your groups your needs, post ads on networking sites and research potential hires to get an insight into the real person before you hire
Getting a referral for a new vendor becomes a snap with social networking. Post your needs in a discussion forum or community. When you get a recommendation, read their reviews to help you make a decision.
There are 1000’s of social networking possibilities such as blogs (wordpress), sharing pictures of projects (flicker), and training videos (YouTube). It all begins with the conversation. When you put social networking in your plan, think long-term. The right choice for you is based on your goals, your manpower, and budget. Like any networking or other marketing tactic, make sure you calculate your return-on-investment. For advice on attracting more traffic to your Facebook page, visit this article from Entrepreneur magazine written by Mikel Belicove. As you begin, don’t forget all your company’s existing written, multi-media, and connection capital that you can exploit. Start small but do start!
Jacquelyn Gernaey, bestselling author of a business book with giants Brian Tracy, Mark Victor Hansen, et al, endorsed by Dr. Stephen R. Covey and Ken Blanchard entitled Create the Business Breakthrough You Want, is President and founder of HyTech Consulting, a management consulting firm based on Long Island, NY and founded in 1994 and Chief Executive of The Alternative Board, Suffolk County.
She has more than thirty years experience leading both entrepreneurial and large corporations and now focuses helping CEOs, presidents, owners and partners create, execute and exceed their personal and business success goals. This is accomplished through sales, marketing and management consulting, pre and post employment talent management assessments, executive coaching and facilitating peer boards of business owners.
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