c3PR - Mar Junge

With terms like blogosphere, wiki and podcast, it’s no wonder many business professionals don’t understand social media. You’re not alone. An Ad-ology survey found that 46 percent of small business owners wish they knew more about social media. In its most basic form, social media sites let you share information faster and with more people. Outlets such as newspapers, magazines, television and radio are part of what we now call “traditional media.” According to Vocus, a company that supports PR professionals, social media has four distinct characteristics:

• It’s user-driven: People create and maintain the layout and subject matter of their individual site

• It contains organic content: The information (words, videos, photos, audio files, etc.) is constantly reshaped and repurposed

• It’s community-oriented: Many social media sites have a dedicated following and the ability to leave and respond to comments opens new doors for multidimensional communication

It’s easy to use: Most social media sites offer tutorials or have simple set-up instructions

So what’s the ROI?
For the record, social media’s return on investment isn’t the same as traditional models. Check out Oliver Blanchard’s presentation on social media ROI. He measures activity timelines to determine overlaps and patterns relating to increased sales and website traffic. Non-financial impact such as click-throughs, retweets, positive press and social mentions are often the gravitational force behind financial impact. Well-thought-out social media programs only enhance this pattern.

Take the Social Media Leap
Wondering if there’s room out there for your business in a Web 2.0 world? There is. But first you should determine which channels best suit your brand. Here’s a glimpse of what you may be missing:

Blogs: A friendlier, more concise version of an article, blog posts have become an integral part of many companies’ websites. Use it to answer common customer questions, recap trade shows and focus on success stories or real-life applications. Don’t have time to stay on top of a blog? We take care of that for you by staying on top of industry trends and ghost-writing posts. To gain more blog followers, leave room in the budget for commenting on other industry blogs. Sparking interesting dialogue is the essence of any social media channel.

Twitter: While tweens tweet about their “OMG super cute crush” and undergrads are reviewing the latest action flick in 140 characters or less, you can use Twitter to enhance your brand in a professional manner. According to Business.gov, Twitter can help generate website traffic, improve viral outreach and build your business. Note that Twitter is not the place to blindly promote your products or services. For example, a well-rounded Twitter page can contain your company’s news and product information, as well as links to useful articles, audience-appropriate tips/tricks and industry highlights.

Facebook: If you’ve seen The Social Network you know the origin and potential of Facebook, albeit with a little Hollywood glamour thrown in for good measure. In the real world, businesses can create Facebook pages that users can “Like” to stay updated with the latest industry info, company news and more. There’s plenty of potential for customization with videos, events, discussion boards and blog feeds. While a Facebook presence isn’t always connected to better website traffic, frequently directing your audience back to your site with special offers, intriguing white papers or newsletter registration pages can increase the number of visitors.

LinkedIn: According to Business.gov, this outlet is very effective for personal branding, networking and enhanced professional reputation. Use this platform to connect and engage with potential business partners and customers. You can also request recommendations from people you’ve worked with in the past. Remember to leave product launches and industry highlights to sites like Twitter and Facebook.

YouTube: Media sharing sites like YouTube increase your potential to reach a wider range of people. Boring corporate videos are a thing of the past. Instead, take the time to film a brief video with concise dialogue and well-placed humor. Need help with the script? We can guide you through the process and put a team of affordable video editors to work. While companies may covet the fame of viral videos like the Old Spice commercials, the stars (and budgets) must align to attain this level of recognition.

Social Media’s a Solution, Not a Chore
Every business has a story to tell – new products, media mentions, shifts in management, awards earned and more. Use social media to give your audience a reason to do business with you. Most companies don’t get hundreds of followers overnight – it takes time – but the people at Vocus put it nicely when they say that “social media engages consumers in a way that encourages trust and message retention.”

The beauty of social media is that its conversational tone and simple-to-use features make it easy to implement. For instance, I’m guessing that the economic challenges we’re facing have impacted your company. If so, consider leveraging the advantages of social media to build your business, like its highly interactive nature and increased Internet visibility.

Remember that social media success is based on three action items:

1. Continually monitoring what is being said about your brand/business online
2. Reacting to industry trends and fine-tuning your message accordingly
3. Keeping content fresh and engaging with your audience

So there you have it – an intro to a few of the social media websites that make our very technologically-minded world go ‘round. You can always let us know if you need more info. Or if you want us to manage your social media campaign if you’ve already got too much on your plate.