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SALT LAKE CITY -- Businesses have been using social media websites for years. But some marketing experts say many business owners are still using those sites incorrectly.
When you log on to Facebook or Twitter, do you say to yourself, "I hope I see a lot of ads today?" Social networking analysts are pretty sure you've never said that.
But, analysts say too many companies are using their social media pages like they would use their regular website. Sure, there are some sites where customers go to find the latest deals or cheapest prices on things they like, but Facebook and Twitter aren't normally used for that purpose.
Matt Bradley with the Social Commerce Institute said, "It's about me, as a business [owner] having a relationship with existing customers."
You have to give (customers) content or things that they want. It's not just about pushing your product.
–Matt Bradley
Bradley says business owners need to remember that people using social media sites are mostly using it to keep up with what their friends are doing. So, it's important that companies look at their Facebook and Twitter followers as friends, and not just potential clients.
"Just like any relationship, you have to focus on the other person to make it work.," he said. "You have to listen to you customers. You have to give them content or things that they want. It's not just about pushing your product."
Bradley also says some companies are making a mistake in who they hire to handle their social media profile. Just knowing about how these sites work isn't enough anymore.
"That person may not understand your customers and who they are, what they want and what they like."
But how can someone know if they've hired the right person?
"You can tell you found the right person because you'll see the results. You'll see increased engagement. You'll see increased [Facebook] sharing. You'll see increased revenue, in the long run," he said.
Bradley says the main goal for any organization using a social media site is to create word of mouth for their goods or services. When someone talks with their friends about how much they like what one company has to offer, it creates a buzz that can be more effective that what traditional advertising can offer.
