If you’re reading this blog you don’t need a lecture on how social media has extended the reach of ordinary businesspeople. But you might wonder if blogging, Twittering and Linking In are smart investments.
I did too, at first.
This whole social media frenzy seemed a little Hollywood for me and, frankly, why open up to strangers about my world’s trivialities? But what I missed initially was the difference between social media as a way to play and social media as a promotional tool.
As business owners we’ve always needed to differentiate ourselves from the competition while making it easy for prospective customers to find us, like what we offer and buy from us. Doing it online adds in an element of relationship that is hard to create elsewhere and it’s valuable as long as the online community is part of our target market.
Some of the organizations that have hired me as a freelance writer have experienced tremendous success with their internal social media networks and corporate communicators are justifiably proud of the results they’re getting.
Plenty of analysis has confirmed that web marketing works and usually the name of the game is to funnel traffic to a particular website so prospective adherents to your cause can check out what your organization has on offer and move forward into the purchasing process. Here are a few things to think about:
The Blogging Blues.
Writing a regular blog gives prospective customers a chance to learn more about
you and your product or service. Ideally, your blog will showcase your talents
and abilities and position you as an expert in your field while at the same
time showing how your program will benefit employees. Yes, it’s a commitment
and we all have far too many of those already – but with interesting
information to impart and a link to your website, you are opening the door to
expanded exposure in a way your competition might not be.
Get LinkedIn.
LinkedIn is about building a network of professional contacts who can introduce
you to people with resources you might need – experts in a subject area,
prospective employees or even prospective clients. Building your professional
network on LinkedIn shows you are serious about your business and you are
available to help others make their way in the professional world in whatever
way you can. Your LinkedIn profile links to your company website so people can
easily research your areas of expertise.
Get into Twitter!
As you build up your list of Twitter followers you exponentially increase the
number of people who could hear about you and your business and you have a
terrific chance to be helpful, interesting, friendly and proactive in terms of
marketing your business or service. Like a blog, Twitter allows you to showcase
your skills, abilities and knowledge and to develop relationships with a wide
range of prospective customers and supporters.
Twitter has not yet taken the world of corporate communications by storm. A number of adventurous communicators have embraced the medium, however, and have developed a strong identity for themselves and their corporations that is generating respect and interest in a wider world.
You don’t have to jump into social media all at once — all of these tools work incrementally and building your network is part of the fun. Consistency counts and as you become more comfortable with how social media works you may find it a valuable – and inexpensive — part of your marketing mix.