If social media is way past they bandwagon state, why are so many companies failed to embrace a social media strategy? Your guess is a good as mine. Incidentally, my guess is a lack of knowledge. Social media, much like the web hen it first arrived, intimidates people. They don’t fully understand it. So they’re waiting for the map to be laid out and drawn for them. When that happens, it may be too late.
If your company embraces change, you can start taking some very simple but important steps that will put you on the social media map. They may not be groundbreaking, but they’ll create a foundation.
1. Leverage Facebook – This is the obvious one. Sure, your company may have a Facebook PAGE, but is it using every tool available? Groups, applications and more are available with just a little exploration. Beyond that, is Facebook an integrated part of your regular marketing initiatives? Even if you’re doing small promotions, there’s no reason not to include it in the mix.
2. Leverage twitter – I’ve talk to a lot of marketing professionals who are completely baffled by twitter- what it is and why it’s so popular. The reality is that there’s no trick or mystery to twitter. I’d compare it to a person with a sandwich board walking down the street. It’s just another avenue to interact with your customers. Like the sandwich board person, people can talk back, comment and ask you questions. And you can build quality relationships with customers that the whole world can see – and appreciate.
3. Experiment- There are a lot of other social media sites out there. One that’s gaining real traction in retail circles is geocaching. Sites like Foursquare allow users to announce where they are in relation to friends, family and the rest of the world. And there are plenty of others out there. Take a shot. Put your company’s name out on these sites and you may strike gold.
4. Dedicate someone to social media – While this may be difficult for small companies to do, it can reap huge benefits. You don’t have to hire someone to do nothing but social media, but definitely select someone to fulfill those duties.
5. Stay active. – don’t just put up a Facebook page and walk away, like companies used to do with the web. Post (Facebook) and tweet (twitter) valuable information and education about your industry and your products. When someone takes the time to post on your pages or reply to a tweet, respond to them. It may take time, but eventually you’ll gain traction if users know you’re there for them.
And above all, watch it all like a hawk. I tell clients all the time: “you don’t own your brand, your customers do.” It’s a hard pill to swallow, but it’s closer to truth than many of us would like to believe. The best you can do is influence your brand. So when an opportunity comes along, wait your turn to speak, then make the most of it. Then watch what happens. One of the best tools to monitor your brand is free. It’s called TweetDeck and it is addictive.
Regardless of what you do, get (and stay) involved. It will help you see your business through your customers’ eyes and give you a better chance of getting into their wallets.