Getting on the train

I was meeting with a potential client last week to discuss the use of social networking and social media to help expand their company’s footprint from regional to national. They had some very specific goals, most notably, a focus on a group of potential customers that fit a particular profile. There are lots of these potential customers and they want to go after them with a vengeance. I was very impressed with all of the thought they put in to fine-tuning their vision and the amount of energy they spent building a plan. They are getting on the train…

Why? Social media and social networking are here to stay (in some form or another) for a very long time. Millions of people are on Facebook, Twitter, LinkedIn and other websites every day. Your neighbors on there, your potential customers are there and your competition is there.

Using social networking for business is not rocket science, nor does it need to eat up all your free time. However, it does need to be done properly, you need to be dedicated and, more importantly, you need a plan with specific goals. That is where most people fail… in the planning. Here is some of the info I gave them.

Social networking/media is about them, not you.

I can’t say this enough and this is where the majority of mistakes in social media marketing are made by companies. Currently, the state of social networking is information consumption and sharing (by them). This is going to be the trend for a while and if you are going to utilize it to grow your business, you’re going to have to follow this rule. The true success stories in social media for business (and, there are lots of them) are the companies who get this..

Be the benevolent expert

You want to set yourself up as being an expert; someone who has the pulse of what is going on. You want to be seen as a giver, not a taker. (Again, them, not you.) You share so much, give so much of your time making sure your community has the most relevant information, the best support, the latest info… you’re a great guy (company) and not motivated by making money. You want to see them succeed!.

This is how you come to be trusted. Keep it up and this is how you will come to be the company they think of when they want to buy what you sell.

The art of aggregation – Finding and sharing information that your customers (or potential customers) will find value in is the secret. For you (and I would not know everything about what motivates your desired client), it could be information about your particular industry, policy or regulations, design inspiration or any other number of topics. However, as you get submersed in the online culture, it won’t take you long to figure out what people are interested in.

Good rule of thumb: help, inform, advise, share, etc. most of the time; market little. Keep your marketing messages from being too long AND incorporate marketing into shared media (articles, videos, podcasts, etc.). For instance, posting a link on Facebook to an article on your website about using X widget vs. Y widget, with an insert that’s a blurb about the new Z widget (which is 33% better than the other two) and Buy Now!. You get my point.

Commit to the long haul

Social media will not pay in a week or a month. It is a long-term commitment. It will require time, money and resources. If you execute well and stick to it, it will pay off.

Control the message

If you start correctly and work it correctly, social networking will blossom for your company. You’re going to have to have rigid policy about the use of social networking for business. I would actually suggest that you take a two-prong approach to social networking.

• First, set policies about representing the company and control the messaging. (Of course, your people have to be human online. So, not too rigid.)  You need to decide upon what the company goals are (tangible and intangible), build a plan, control the message and execute. One great way to do this is by setting up a volunteer committee to help with the direction, measure effectiveness and oversee execution. (With you at the head, of course.)
• Second, I would suggest a company policy on social networking. (You can find a ton of information on Social Media Governance as well as policy examples. You can also find a lot of information on Google.) Responsible companies do this to set realistic expectations for employees.

Use the right social sites

• Do a little research to find out where your potential clients may be.
• Create your accounts and do some research about your potential community. Find out what people find interesting (you’ll know by what the most ‘followed’ people share and what people re-share.) Start building a process to aggregate this kind of content so you can share it.
• Research how people are sharing their ‘benevolent’ information vs. marketing information.
• Do some research about setting up your social networking accounts/pages for the best results. (I.e. Twitter backgrounds & profiles; Facebook profiles, business pages & custom tabs; LinkedIn profiles.)
• Start in a staggered way if only one person is doing the work. Facebook profile & business page, YouTube, Twitter and LinkedIn profiles. However, I would suggest that you tag-team it with a few people. Have one person do the Facebook page (with several employees promoting the Facebook page & the information shared to drive traffic), one do Twitter and at least key business people on LinkedIn.

Keep in mind that his has to be a plan that can be maintained or you will not get the desired results from your effort!

Earn your network, don’t buy it

Buying (or otherwise enticing) ‘Likes’, following or ‘friending’ is like offering bribes; don’t do it. Earn their follow by being relevant (helpful) to people. However, please special pricing, discounts or other benefits for those that are in your social networks. Oh, and it won’t hurt to ask people to ‘Like’ your page… just don’t ask all the time.

Build a community right and find your zealots

As you build your community online, you are looking for those few people who are absolutely in love with your company. These zealots will not only help you spread your messages, they will be your champions. Take REALLY GOOD CARE of these people. They will provide you opportunities and inroads you would otherwise not have. Don’t pay them to be your champion, but reward them for it.  Promote them, feature their articles on your website, share what they share, send them special samples, give them bonuses without telling anyone. You get my point.

In closing… I try to counsel all of my clients how to leverage social networking properly for their organization. You can read this article I wrote on using social networking for senior-focused small businesses that might provide a little more insight.