Step 1 : Just 3 Social Networks

I get asked all the time. What is the deal with the social networks? How can it help me in my business or organization and what do I need to do to get started?

For many business owners, non-profit organizations and newbie entrepreneurs, the social networking concept can feel like a beast. The amount of information about the topic can be overwhelming. This can make it a no-go for many. Truly unfortunate.

Initially, it takes work… plenty of directed effort. If at the end of this high level argument in favor of social media, you are not convinced it is worth your time to fully commit; leave it alone. STAY AWAY FROM SOCIAL MEDIA! There is no benefit to minimal effort and could have the opposite result.

Do I HAVE to be on a Social Network?

In order to be current and competitive, it is imperative for organizations to seriously consider their levels of participation in social media. Most organizations can benefit from “talking” to their audience whether it be customers, recipients of services or other industry professionals. There is plenty of chatter about privacy but when you are talking about business there is no reason to stray from this form of communication with your customers, constituents and stake holders. What does need to be evaluated is WHO will be responsible for being the voice, is this person prepared to communicate clear messages that are beneficial to the audience and are they capable of understanding the (good and bad) impact their communications can have to the organization.

Why?

Social Media has become a bridge between your marketing and pr groups. The basic difference? Marketing costs money and PR is looking for  free exposure. (I am sure I will get flack for over-simplifying but the purpose of this article is to keep to the basics.) Often times, these two groups have a hard time communicating and finding the common ground for the good of a brand. Marketing wants to sell a product and PR wants to praise it. See… direct vs. indirect. Social media accomplishes both their goals. This is the place to do both. BUT… social media also adds additional purposes that neither Marketing nor PR consistently accomplish. 2 way conversations and PROPULSION! Keep reading. You’ll see.

Fine. How do I start? Slowly, please.

Short Answer | Just 3 Social Networks

Social media serves the same basic purpose, communication but can have vastly different personalities. For the most part, a business or organization can start out by layering in just 3 social networks into their mix; Linked In, Twitter and Facebook. Choosing the networks is the EASY part; it’s finding the integrative tool that suits you for efficiency that is mind-boggling! Let’s begin.

Linked In:

Linked In is not just for connected to business associates of past and present. It can also lead to beneficial connections for the future; vendors, partnerships, project collaboration, employees, employers. For the business though, think of Linked In as your platform to show off your expertise by participating in on-going conversations, making relevant suggestions in discussion boards, becoming a resource for an audience you may otherwise NEVER had connected. Linked In can be used to gather info about best practices by posting questions and receiving answers from an enormous community of industry experts. You can grow your network by connecting with groups on Linked In such as alumni, industries, interests, etcetera. You may link to articles and newsletter archives that may be valuable to your audience.  There are so many ways to utilize Linked in. It is well worth the time to explore.

Twitter:

Tweets are the buzz word you keep hearing all about with the little birdy symbol EVERYWHERE. Right? Why the heck would anyone find this relevant? Really… what CAN you say in 140 characters? PLENTY!!!

Do not be fooled by the limitations of your previous understanding of clear communication (which still translates to some marketers as copy laden advertisement and power point presentations which never see a bullet point). Twitter has opened up an entire written language to be modifed as one pleases, causing much confusion to newbies. It is a skill that is acquired quickly with practice. 140 characters is enough to make a statement, observations, make a suggestion, point out the obvious, or even link to an important online resource such as your newwest blog post.

Twitter is focused on a mobile population. Time is short so info in a quick exchange is very attractive. Many today are constantly going from place to place, waiting in lines, sitting in meetings. Smart phones have brought our desktop tools to our fingertips in an abbreviated way directly to us no matter our locations. This means we can keep in constant contact with the flow of information on the web. Wanna find out what bloggers or customers are saying about your company? Search Twitter. Want your customers to have easy access to updates and info about your products? Use Twitter. Want to publicize the implementation of a new social responsibility focus in your business? Tell the world on Twitter. The thing about Twitter is, everyone is listening : your customers, your potential partners, the bloggers, your local and national media, your competitors, your champions. Why would you let them out of your sights?

Facebook:

Facebook for your business? Yes! You may have heard about Facebook’s Pages for businesses, organizations, groups, etcetera as opposed to the Profiles which are generally for personal stuff. Pages gives a storefront to a business, a forum for promotion, resources and conversation but don’t be fooled. Profiles can also be utilized for business purposes. Privacy settings allow for you to segment your “friends” so that you aren’t sharing TOO much information to potential business connections. So now for the added benefits of Mark Zuckerberg’s billion dollar dream machine.

Push your company’s position as a thought leader. Community Pages is a gathering of people with similar interests. This is a great place to contribute expertise for an audience who may not have otherwise have known about your company or organization. Facebook gives another opportunity for branding, offer deals, give dimension to a company personality.

FBML, Facebook Markup Language, is sorta like html on the FB platform. It allows pages to brand and create specialized content that your audience could crave. Learn it. Use IT! Draw people into the company sphere and keep them close. Once you receive 25 fans, get your personalized username.

What Next?

Remember, this is ONLY a sliver of information regarding social networks. There is so much you CAN do with social media. You may want to start out slowly and that is okay. But BE CONSISTENT and RELEVANT! Know your audience and your goals. If you cannot commit to this mindset, then STAY AWAY FROM SOCIAL MEDIA.

Feel free to comment and leave your thoughts on the subject matter. Until next time…