So here’s the question: Do social media tools add business value?
The answer, from my experience, is “Absolutely!”
But the pitfalls are many, magnified by their speed and reach. Realizing the speed of the online social scene, some guidelines to today’s best practices become even more important. Know that they’re not absolute; they might change by lunchtime. I think we’re probably safe through the weekend, though.
Identify the players
Our first task is to identify today’s prominent social media. Here’s a quick list: Facebook, Linkedin, Twitter, YouTube, some blogs, Wikis, Digg, Flickr, Foursquare — and the list is growing all the time. Not all of these tools are classic social media, but they all contribute. Facebook has to be the quintessential social tool; YouTube is where videos live; Foursquare provides some great promotional buzz opportunities.
Use tools to your advantage
I’ve found three key ways to add value for businesses. First, use the tools for research and feedback. Think of social media as an instant focus group. There are challenges here. Be careful what you ask. If your “friends” bring up issues or problems, you need to be ready and you had better be helpful. Second, use social media to increase and deepen communication with customers. Actually engage in conversations with them. Finally, use special offers to drive traffic.
Court enthusiasts
So what do you get if you do social media well? Enthusiast groups.
It’s almost like adding a salesperson. Enthusiasts, in effect, become evangelists for your brand or service. They are self-policing. Sometimes, they can even suggest solutions or alternate approaches.
People won’t come to your Facebook fan page just because you’re a great company. You have to provide content — fresh content — to make that happen. Photos of your people are great. Photos of your staff helping someone are even better. A video — with decent sound quality — of your staff doing something (making a signature recipe, for instance) is the crème de la crème.
Here’s another vital rule: It’s a conversation, not a platform. Social media is not your personal megaphone, where you speak and then walk away, and everyone agrees with you and buys your product. If you don’t take part in the conversation, you not only miss out on the tremendous upside, you’ll fail.
Follow the rules of the playground. Don’t post long messages unless it’s genuinely helpful. Don’t spam your fans. Be polite. If someone has an issue, help him.
Final best practice for today: Be nimble and quick. This social media stuff moves at lightning speed.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com. His column appears Fridays.
