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SALT LAKE CITY -- Social media is a way of communicating with people over the internet using social networks and other online tools. Think about a group of friends. When they need advice or recommendations, they generally trust the opinions of their peers. Social media works in the same way using the internet. Using social networks like Facebook and Twitter, businesses can communicate to a much broader audience in a way that is more personal.
Social media also allows for interaction. Traditional marketing and advertising can be one-sided. With social media, readers can comment on blog posts, forward tweets to their network of friends on Twitter and can join Facebook groups and fan pages. Using social media to market a business can be an effective way to gauge how a company’s message is perceived.
Using social media to market a business can be an effective way to gauge how a company's message is perceived.
Signing up for social networking websites is easy and straightforward. However, using those sites in conjunction with each other may be a bit daunting. A good first step is to set up a Facebook account, since it is probably the most popular of the social networks. Try following the 95/5 rule. Ninety-five percent of posts should be informational or entertaining. Use the remaining 5 percent to talk about the business and offer special deals or coupons.
Twitter allows businesses to post information very quickly. The posts can only be a maximum of 140 characters, which can be challenging. The posts are generally called “tweets” and most people read tweets on their computers and smartphones.
A blog allows a business to communicate more detailed information. If a business provides easy to follow information in a way that is not pushy or “salesy,” people the blog readers may be inclined to choose the business over a competitor. Most blogs don't require a reader to be a member of a social networking site, and they can be found through many search engines, like Google or Yahoo. Wordpress and Blogger are probably the two most popular blogging websites and only take minutes to set up.
Although the benefits of utilizing social media can be positive, successfully maintaining it can be quite an investment in time. A good rule of thumb is to schedule a set time for social media tasks. Set aside 30 minutes daily to update posts, manage friend requests and engage with people, but stay focused. It is easy to waste time on social media websites. A good way to save time and make it easier to post to Twitter and Facebook is to use a social media management suite. There are several websites that offer a one-stop portal to help manage social media accounts. Most of the social media management sites offer an option to schedule posts. This is a very effective way of keeping a social media presence active without having to engage those sites all the time. Posts can be scheduled months in advance.
Blog posts can also be scheduled. For a successful blog, at least one post per week is ideal. By writing multiple posts at once, and scheduling them to appear on future dates, the time set aside for writing can be maximized. Most blog sites can also be updated by simply sending an email to a specific address.
Business professionals have a wealth of information that can be shared using social media. Building solid relationships means showing customers that a business is knowledgable and approachable. Try to keep blog entries short and sweet (around 300 words). Include links to the business website, other articles on the internet or any other reference to the subject. Try to include two or three links per blog entry and a relevant picture.
When posting to Twitter and Facebook, shorter entries can be used to promote a blog, offer specials and coupons, and other pertinent information. Try to keep posts informational and somewhat entertaining.
Social media is a great tool for reaching potential clients and keeping in contact with existing customers. Blogs, Facebook and Twitter posts can help businesses gain a better presence on the Internet, keep their brand fresh and on the minds of customers, and help to reach clients who may not be available through regular marketing strategies.
Director of operations at inQuo, a computer repair company, John has 16 years of experience working on computers. He posts computer advice at www.inquo.wordpress.com and is a regular contributor to the Enterprise. Email: john@inquo.com.
