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Pat Noren Enderson,
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Which networks?
It depends on
customers’ actions
The attention given to social networking is well-deserved, and it’s not just for fun anymore. Businesses, small and large, can make use of social networking as part of their overall marketing toolbox.
Social networking is the use of online communities to connect with customers, companies, colleagues and even celebrities. That’s the simple definition. From a business perspective, social networking gives companies the chance to interact with their customers more closely by connecting directly with them instead of through more traditional, and more expensive, marketing efforts. Social networking provides businesses with valuable customer insight as well as the ability to create a dialogue with those interested in your company or products.
Social networking can be a logical next step after establishing your company’s brand with tools such as a Web site, e-mail newsletters and other marketing items. The most popular sites, as of this writing, are Facebook (www.facebook.com), LinkedIn (www.linkedin.com), and Twitter (www.twitter.com). Some organizations still use MySpace (www.myspace.com), but the demographic for MySpace is younger than most businesses are serving.
Social networking isn’t for every company. Just like a Phillips head screwdriver cannot be used for every job, social networking can’t be used alone. You need to think about your customers and potential customers as you would with any marketing initiative. Some questions to help determine the viability of social networking for your business: Are your customers using social networking? Are there potential customers you can gain by using social networking? Do you have interesting information to share with your customers? Can you commit resources to planning and ongoing management of your social networking initiatives?
Michelle Stimpson, owner of LifeShine, a professional development coaching business, uses social networking along with more traditional tools such as a Web site, e-mail newsletters, and a newly launched blog. These tools, she says, “help keep me in front of my clients.” She stresses that social networking works well for her because her business relies on not only sharing information with clients but also on clients getting to know her personally. “Facebook is working for me. It’s filled the gap so that clients get all of me.”
Many small businesses use social networking to build or further their brand personality and learn more about customers on a personal level. For Faith McGown, a Realtor with Coldwell Banker Burnet, social networking has enabled her to stay in contact with current and past clients as well as connect with old classmates. All of these people (or “friends”) are potential referral sources for her business. In fact, McGown has a new client who was a referral from one of her Facebook friends who saw a posting asking for Realtor recommendations on a LinkedIn group page.
One industry that benefits from social networking is direct sales. By connecting directly and more immediately with customers orders are collected and processed faster. There’s an ability to provide more product details and specials, how-to articles and links for customers to find related information. One such example is Marla MacDonald, a Pure Romance sales representative, who uses MySpace to successfully find and grow a client base for her in-home parties and direct sales. In MacDonald’s case, one of her main client demographics are younger, college-age women who are using MySpace versus Facebook.
Determining which site or sites to use will depend on your customers. If your clients are using social networking, you should be too. Each site noted here has a different purpose and demographic. And, in the case of Twitter, even many power users are still determining how to use this tool. The three largest social networking sites that are used regularly are: LinkedIn, Facebook, and the new kid on the block, Twitter.
LinkedIn was launched in May 2003 and has more than 39 million unique users who create connections with professional colleagues, discuss issues on specialized group pages, and update others about their projects. LinkedIn is used primarily for professional and business activities. Many companies use this site in order to connect with employees and alumni, vendors and other local businesses. For instance, the TwinWest Chamber of Commerce has a group page to help businesses connect outside of their events and meetings.
Facebook is used for professional and personal networking. It allows companies to build relationships with customers. Facebook was launched in February 2004 initially for students and they added work networks two years later. It is also the largest of the group with more than 200 million registered users. Facebook is used by businesses to set up “fan” pages and strengthen their brand personality. Customers can connect with each other and give recommendations about products, even help with technical questions posted in discussion forums.
The new kid on the block is Twitter. Twitter is immensely fun, so there needs to be a plan in place to really make it work for your company. I use Twitter solely for business purposes like posting links to good stories, retweeting information (or passing it along) that others have provided, and connecting with the movers and shakers of the social networking world such as Lee Aase of the Mayo Clinic and blogger Chris Brogan. Estimates say that Twitter currently has 10 million registered users and growing at a faster pace than even Facebook.
Adding social networking to your marketing toolbox can bring you visibility and new connections with customers, but according to social media blogger Michelle Tripp, “at the end of the day, social media isn’t magic. It’s just a tool, a multi-functional, albeit bright red and shiny tool. Waiting for a purpose. And without clear objectives and ultra-sharp strategy, using social media is like trying to cut a rope with those cute little Swiss Army tweezers.”
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