Ask most companies if they would like the chance to directly interact with prospects and customers, create relationships, gain insights, and market a little along the way - and all at minimal cost - and nearly all will answer with a resounding “Yes!“  If that’s the case, then why are so few companies embracing social media as a part of the marketing mix?

Social Media

Social media is a term describing the tools and services that enable collaboration by users that share a similar interest or are connected in some way. According to a September 2008 study conducted by Opinion Research Corporation for Cone, nearly six out of 10 Americans who use social media interact with companies on social media websites.  The researchers found 85% of social media users thought companies should interact with their consumers through social media, at least when needed.

Yet many companies have been reluctant to adopt social media marketing.   No matter what industry or what size of company, social media provides a tremendous opportunity for businesses to connect with their customers in ways they have never been able to do before.

Social Media Marketing

Social media marketing does not replace traditional marketing; it is simply added to the online and offline tactical elements of the marketing mix.   Social media marketing differs from traditional marketing in many ways:

• Traditional online and offline marketing is mostly outbound  marketing with carefully crafted messages targeting specific demographic groups. Campaigns are measured in impressions or conversions.

• Social media marketing consists of two-way communication, with information shared between individuals. The goal is to listen, learn, create relationships, interact and achieve trusted advisor status.

Getting Started

While there are hundreds of social media sites, LinkedIn, Facebook and Twitter provide a good place to begin interacting with some of the millions of users already socializing there.

LinkedIn provides a great environment for business networking. Encourage your employees to create a professional profile that summarizes their accomplishments and provides insight into their current role in your business.  Each time business cards are exchanged, be sure and “link” with the new contacts. LinkedIn Groups also provide an opportunity for meeting and conversing with individuals in your industry.

Facebook enables businesses to create a Facebook business page.  At the sign up page, choose the link that says “To create a page for a celebrity, band or business, click here.” This creates an account for posting information about your business and provides the ability to engage with “fans.” A couple of examples of businesses maximizing this opportunity: Intuit, Coca-Cola, and Xbox.

Twitter is a powerful tool for connecting with customers and influencers.  Create an account, customize your page and description, begin following people, listen, learn the lingo and then begin to interact. When people follow you - show them you are interested in them as well and follow them back. The key to Twitter content is to mix it up - comment on others’ tweets, share industry news and information, re-tweet or RT interesting tweets, and then add in occasional information on your business. WeFollow is a great directory for locating like-minded tweeters and of course, be sure and look us up on Twitter - we have an account for this blog, http://twitter.com/InventoryMgmt and as ACCTivate! at http://twitter.com/acctivate.

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