Title: Use online social networks to market your company
By: Jonny Buroker
We’ve all heard about LinkedIn, Facebook, MySpace, YouTube and other Social Media Marketing (SMM) sites, and maybe you’ve been invited to join one of them by a friend or colleague. According to a November–December 2008 Pew Internet & American Life Project survey, the percentage of adult Internet users who have a profile on an online social network site has more than quadrupled since 2005, from 8 percent to 35 percent.
Although younger adults (18-24) were more likely to actually to use the social networks than any other age group, adults still make up the majority of SMM site users. But you’re probably asking yourself, what is this all about and why should I get involved?
The easiest way to think about it: SMM is a form of online marketing that your business can participate in with the goal of increasing your branding and marketing communication through the participation in various social media networks. In addition to being able to spread the good word about your company (be careful not to “spam”), you have the opportunity to learn what others think of your company.
Many people are out there sharing comments about your company, your products and services, your competitors and your industry. Do you know what they’re saying about you and is it the truth? If it isn’t the truth and if it’s not very flattering, what, if anything, are you doing to mitigate potentially harmful comments that could damage your reputation? There are steps you should take to monitor what’s being said, correct the inaccuracies and limit the damage.
How do I get started? Many of us get so excited about the new technology that we just want to jump in without a plan. We fail to consider the keys to success: defined business goals, objectives and an overall plan for execution. What do you want to attain from your participation in these SMM sites, how will you get there, and how will you measure results?
One of the keys is to start slowly. Find two or three tools or “communities” that you can start with to develop your social media skills. Begin building relationships, listen to what others have to say and start making contributions as you become more comfortable.
How can SMM help my business? Participating in SMM sites can help you make progress toward several business goals, including:
- Increased Web site traffic
- Increased page views on your site
- Increased ad/product exposure
- Increased conversions and sales
- Improved brand awareness
- Creating a positive brand image and maintaining it over time
- Furthering business development and a broader customer reach
How can I accomplish these goals with SMM? SMM allows you to interact with others, create and promote content that has links to your site, and ultimately creates “viral” attraction when your “followers” share with their circle of connections.
With a well-developed strategy you can reach key influencers who then influence others. For example, a set of YouTube videos with company-specific keywords and links to your site or a search engine-friendly blog on your site may help create a positive “buzz” about your business.
If you do your homework and carry out your SMM strategy, it will complement your other Internet marketing activities (e.g., Search Engine Optimization, Paid Search Marketing, Email Marketing, etc.) and will bring more targeted traffic to your site that you can convert into lifelong customers.
In next month’s article, watch for additional SMM tips and how you might leverage their potential.