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Print Edition StoriesWednesday, May 26, 2010
How-To Toolbox
How to use social networking to grow your business
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It wasn’t that long ago that C-level executives would snicker at the IT guys experimenting with a silly thing called “e-mail.” Why, they would ask, would you send someone an electronic message when you could pick up the phone, or simply have your secretary write and hand deliver an office-wide memo?
Flash forward to today, and the same type of attitudes that were critical of email are being applied to social networking. But, as experts in the social media arena say, attitudes are changing rapidly, and companies of every shape and size are embracing social networking as a way to grow their business.
“Often times executives are skittish when you show them all the social networking tools that are available out there,” said Kyle Lacy, who founded Indianapolis-based Brandswag in 2007. His firm specializes in social media strategy, training and implementation.
But Lacy said clients normally become more comfortable with social networking sites such as Facebook, LinkedIn and Twitter once someone walks them through how they work. “Evolve or die. That’s what I tell my clients,” he said.
Diane Hessan is CEO and founder of Communispace Inc., a 240-employee social media company in Watertown that runs market research through online communities. Hessan, who did consulting on consumer engagement before founding the business in 1999, said social media is upsetting the marketing landscape for even the most conventional businesses.
“Consumers are sick of being talked at,” she said. “Right now I think companies spend 90 to 95 percent of their budget on talking and single digits on listening. Those numbers are starting to shift as people realize listening is a really underrated marketing strategy. They can talk all they want; if they don’t understand who they’re talking to the message doesn’t get traction because you don’t have a captive audience any more.”
A blog is a good first step for a company extending its reach into social media, said Paul Chaney, Internet marketing director at Lafayette, La.-based Bizzuka.com, a Web design, content management and Internet marketing firm. says a company blog is a good place to start. “It can act as a base camp for your social media operations and become something very attractive for search engines,” said Chaney, noting that an effective blog interacts with its readers and helps guide those readers on an ongoing tour of the company.
“It can be a way to tell your company’s story in a very personal way,” Chaney said. “Social media is all about telling stories, and customers, clients and fans want to know not just your company brand, but the people behind the blog too. I always encourage C-level executives to participate.”
In that vein, Lacy encourages his clients to give more than they receive when it comes to social media. “You have to share your own company’s info, but also share your client news and other interesting things. In turn, others will share more things about you.”
One of the primary roadblocks company leaders have to overcome when diving into social networking is the time commitment. It’s not difficult to get wrapped up in Facebook for longer than you planned, but experts say a little planning can go a long way. “The biggest mistake a lot of companies make with social media is starting something and then not putting anything into it,” Lacy said. “Particularly if you’re a small company, I recommend that you set up time on your calendar each day to use social media. Treat it with the respect you’d give any other meeting on your calendar.”
Expert Tips:
• Give more than you receive: Share info on your clients and other interesting industry news. In turn, more people will share information about you and your company.
• Don’t forget to blog: Company blogs can serve a great many purposes for any kind of company.
• Set aside time each day to engage in social networking. Treat that time with the respect you’d give any other meeting on our calendar.
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