This is a guest post by Steve Lazuka of Interact Media, a company that provides website content development services.
There’s always something new and different in the world of the Internet. Whether it’s the type of programming language your developers are using to create your online presence, or the explosion of social networking sites, you need to keep up with the latest and greatest if you hope to remain competitive in your niche market. If you fail to understand how to properly employ technology and networking tools, the damage to your business can be irreparable.
One of the latest online phenomenon is known as social media marketing. A number of website communities have developed applications that allow their members to communicate with each other as well as the outside world. In essence, these communities are creating social interactions in the digital space.
Some of the more popular networks allow their members to broadcast their messages out to the rest of the world through a variety of channels. With all of this communicating going on, the opportunities for businesses to use social networking to their advantage can be tantalizing.
Responsibility
With all this power to broadcast messages to the masses comes responsibility and potential liability should you not pay attention. One poorly thought out response to a customer or potential client can have ramifications that may be difficult or impossible to overcome.
Because of the potential for liability many companies, especially larger ones, have opted not to employ social networking. To their detriment, their fear prevents them from using these advanced communications channels to the benefit of their businesses.
With a few simple guidelines put in place, companies large and small can be successful within the social networks they choose to use. Communication is important both within your organization and from your people out to the networks you are hoping to create an increased level of presence.
Timely Responses
One of the most important factors you’ll want to keep in mind is the speed of response. Too often organizations will attempt to craft a calculated response. Their legal people weigh in on the situation and by the time they’ve responded to a situation too much time has elapsed. The beauty and power of the applications being developed for social networking today is that communications are nearly instantaneous.
If you don’t develop the ability to monitor the networks on a regular basis, you’re missing out on numerous opportunities to directly interact with your customers and potential clients. Many stories have been written and blog posts published where the authors have discussed how amazing it was to have a challenge with a company’s offerings and have one of its representative respond to their concerns. It’s this level of customer service will not only win you the person whose challenge you’re dealing but others in the network that are paying attention to the conversation.
Things to Avoid (If Possible)
It’s this focus on conversations that can have it’s challenges for your communications so you’ll want to be sure there are guidelines your representatives to follow. Unless your business deals directly with certain issues, you’ll likely want to limit the expression of personal attitudes, beliefs, etc. Political and religious discussions all have their place in our lives. When it comes to your business dealings, however, you may find that expressing support for a specific candidate or religion, or any other controversial topic could erect barriers between you and your customer network.
If you’re people simply focus on communicating your business message you’ll be fine. Demonstrating that you care for your customers and will be there when they have questions or concerns sooner rather than later will increase your credibility with them.
Ultimately, you’ll want to be on top of the communications as well as sharing the culture that makes your company great. If you’re real and express some restraint at the same time, social networking will pay dividends for your company time and again.
Business Conversation in Social Media
Do you use social media for communicating with your customers? What are your thoughts on best practices and things to avoid?
Kristi
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It’s true that social networking sites already are so popular. Well being updated really counts a lot!. Social networking is really useful in terms of promoting one’s sites.
With internet you can connect to the people around the world without hassle and you can hear from their opinions that would be really useful. By the way thanks for the wonderful post.
That’s right! If you want to stay in, you have to keep yourself updated. Of course things should be moderately and wisely to avoid harm to you and to your business.
We are lucky we’ve read a bit of your thoughts on how social media being use in business.
Great blog post!
I like the part about big businesses avoiding social media because they think it is a liability. I don’t think they fully understand how much they can benefit from it. Yes, negative comments are not good but, when you reply with a solution to a customer’s problem it shows that your business cares about their input. It will also help your business improve on that product or service.
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I honestly believe that social media channels help businesses to grow. However, I find it very very irritating if these businesses will just spam you with lots of invitations or fan pages. Actually, yesterday I deleted someone in my network who constantly send advertisements for his different business ventures.
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The article is great! In the world of business, social media networking is important. It will allow you to communicate with other people all around the world. You can easily address their concerns and questions via internet.You need not to be there physically-less time and effort. But make sure as well that you’ll not misunderstand them. Your discourse analysis should work..=)
I love #1 & #2 as it has happened to me in the past. Timely reponse is the key as we can not wait for long, many service providers answer quickly on twitter rather than its ticket system 🙂
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I would agree with Kathy, but I feel like social networking does more positive things for reputation than negative. It is definitely a quick way to contact with clients, but also one of the fastest ways to reach out to potential clients.
Treating social media as a one-way communication channel is an approach that’s doomed to fail. Check in with your fans and followers by asking for feedback, responding to questions and comments, and being personable to build relationships with customers.
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Steve,
I like where you talk about responsibility. That is one of the things I find to be most challenging when dealing with real time communications. There have been countless (maybe not countless but definitely a lot of) times where I have said things as an instant response to a customer that I later regret. It is difficult to think things through properly when you are in a hurry for whatever reason while you are trying to keep up with all of this communication.
It makes me think of this one Napoleon Hill quote that said something like “Reputation takes a lifetime to build but only moments to destroy”
.-= Kathy´s featured blog ..The Real Money In Freelance Writing Comes From Promoting Your Own Niche Websites =-.
Many organizations that use such marketing techniques are able to target individuals based upon specific interests. It is a low-cost promotional method that will easily give you large numbers of visitors. I recommend this strategy but don’t overdo it.
I think it’s important to not bite off more than you can chew. We’ve dramatically curtailed our social media activities because they haven’t created the results we wanted. We had specific goals, went out and tried to achieve them, and when we were unable to, we scaled back.
That’s not to say we’re out of the game, but it’s a pretty small company, and we’re going to be careful how we expend our resources (employee time). We’re focusing on our corporate clientele right now. That doesn’t mean our individual customers don’t get the same great attention – it just means we’re not spending our resources in growing that part of the business at the moment. We still have a great product, and our customers seem to be very happy with our service.
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Definitely agree! Sometimes it is good to just register for some sites, then focus the strategy on just one until you are comfortable and then either stick with it fully or move on to the next network (while remembering to keep up with that first one).
Although new to blogging and just writing articles at the moment to get readers to my site; I have embraced Twitter and I am meeting some amazing people there.
Didn;t understand how it would all work but already got some much bigger players than me RT my articles! Sometimes from unlikely sources and I am sure both Facebook and Twitter will continue to grow in importance if used the right way.
Before I even joined Twitter I read heaps on the eitque of tweeting and how to and how not to do it. This has been an interesting ride so far and with articles being published by experienced ppl like yourself, I look forward to even more good contacts when I Tweet.
Thanks for making this available to us newbies. I for one am very grateful and continue to find this site very helpful on my blogging journey.
Off to RT this for my reader.
Patricia Perth Australia
http://www.lavenderuses.com
all things lavender
I think the important thing with business Twitter accounts is for the business to ask, “what will my followers get out of following me?” Do they want your updates? DO they want to read brag after brag after boast about your business? Probably not….at least not just that. I think there should be important consumer info, maybe promo codes etc.
I think there has to be an element of personality as well. Businesses shouldn’t be afraid to let people see the personality of the Tweeter… put a face to your business. I think that way social networks have a lot of potential to make your customers and potential customers feel as though they have some personal connection with your business.
.-= Stacey@Social Media Blog´s featured blog ..5 Stalker-Like Tendencies Facebook Has Instilled in us ALL! =-.
Great post and comments. Social media is still the Wild West; anyone who is an “expert” today may be completely lost tomorrow. By following some basic principals and business smarts, you can be sure to increase the visibility for your company while eliminating any potential liabilities.
I think the most important principal in social media, like in email, is to decide what you’re going to say, write it down, read it, then read it again, make sure you’re not being hasty in your thoughts, and when you’re comfortable, post it. I can’t tell you how many times I’ll write a tweet or facebook message, only to delete it after reading it a few times. Not enough people or businesses do this and as a result, get themselves into trouble.
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I’m glad to see someone else who does that Joshua! I always reread everything I’ve written – whether a short Tweet or a long blog post. Don’t usually get it right the first time around. Maybe I should have been an Englsih teacher eh?!
Patricia Perth Australia
Social Media is still evolving — nobody knows if Facebook or Twitter will still be around two years from now.
In the meantime, it behooves the business owner to embrace all of these media channels since they seem to be very popular at the moment. Although I don’t have enough time to monitor my Facebook page, its something I should do more frequently!
That’s why it doesn’t hurt just to sign up for the new and upcoming networks – just to get your brand ownership there. That way if something turns into the next big thing and one of the major networks goes down, you have your brand all set on the networks people will ultimately be moving to.
Personally I believe that whether you are selling products or services, or just publishing content for ad revenue, the efficiency and benefits of social media marketing is an unmatched method that will make your website profitable over time. That is why proper ways to your business can use social media channels to be more successful.
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I do agree with your points with “the things needed to be avoided” Steve. It’s very important that we have to control and be sensitive in sharing posts (through social networks), particularly with controversial subjects. It’s unnecessary for a “business” to take sides and give personal opinions regarding issues that are irrelevant to your business, especially if your business already has a reputation that needs to be protected.
by the way Gail, “tweetthis” is cool, it’s my first time seeing that plugin, and I really find it cool to have things differently.
Regards,
Jason
I always find that with any professional situation, argumentative topics like that should be avoided at all costs, and if you can’t avoid them, take a neutral ground and say that even if you may not agree, you do understand different points of view – anything to avoid a huge blowup.
Hi,
Great tips on social media.
The principles you mentioned should be followed business. They are golden and can help increase the customer base and communication between the business and it’s customers.
Kindest,
Nabeel
Thanks Nabeel!