It seems like social media has exploded over the last few years, yet there are many businesses that aren’t quite sure how to use it as a benefit. They’ve tinkered with coupons, giveaways and sign-ups. They’ve even asked people to like their page or follow them on Twitter. Although they’ve tried these different strategies, they still aren’t seeing the great results that they’ve heard others talk about. Social media is not a quick sales fix, it’s about communication. More importantly, communicating with your audience.

Many businesses fail to use social media as a communication tool to connect with their audience. Consumers are willing to give their feedback about a product or service, but someone has to be taking notes. To better utilize social media, ask your target audience to share their opinion about your business product or service. It’s not rocket science, and it could help your business improve an existing product or service. Let’s say for example that a restaurant has recently introduced a new spicy food dish. At first it’s a huge hit, but then the orders for this new dish start to fizzle out and the restaurant owner is wondering why? Instead of discontinuing the dish, the owner starts a social conversation inviting consumers to give their feedback. As the feedback comes in, the owner realizes that customers are disappointed because the spicy food dish isn’t that “spicy.” This feedback helps the owner improve the dish and customers are invited to test the improved version. By simply communicating, the restaurant owner has solved the mystery of why the spicy food dish orders fizzled out.

It sounds simple, but businesses can miss out on opportunities if they aren’t listening. In fact, service and product revenue can be increased from simply reading consumer’s social media communications within your community. Let’s say you own a company that services computers. The business is doing well, but you are wondering where improvements can be made.  As you read through posted comments and tweets, you notice a recurring theme. Customers want extended hours on weekdays, so that they can drop their computer off on their way to work. In fact, many have changed their weekend plans or haven’t even brought their computer in because your weekday hours are 8:30 a.m. to 6:00 p.m. This forces them to come in during their lunch or rush through traffic to get to your business before close or look elsewhere for help.  What’s the solution? Your business shortens up its weekend hours and extends its weekday hours.

Social media can be a great asset to your business, if it’s leveraged correctly. If your business will learn to pay attention, your audience may be providing new ideas and business solutions.

The Importance of Using Analytics for Marketers
Thursday July 28, 2011

MoreVisibility’s Twitterchat took place today, July 28th. MoreVisibility’s chat (#MVCHAT) was lead by Executive Vice President, Danielle Leitch (@DanielleLeitch) and Joe Teixiera (@jtex316) and discussed the surprising statistic that nearly half of all marketers responsible for websites fail to implement analytics to track their activity. The topics discussed included:

• How analytics is the best way to demonstrate ROI
• How analytics can help you further slice and dice your data regarding social media and mobile activity
• The ability to watch new trends in mobile device adoption and useage

MVCHAT is a weekly 30 minute discussion starting at 3:30 pm (est) covering a variety of online marketing topics. Clients, advertisers, and online marketing enthusiasts are invited to participate in this rapid-fire conversation by following and including #MVCHAT in tweets. Read more about #MVCHAT in the news here.

Become a Brand Ambassador 

Social Media management for business isn’t always easy.  Often, companies don’t have the resources to devote to a planned-out strategy; one that is current, relevant & competitive.  Businesses know they need to commit to this brand builder (social media), but can’t figure out how to work it into their laundry list of management “to-do’s”. 

Despite the challenges, more and more organizations are figuring out a way to get involved in Social Media.  They understand the value.  It isn’t solely large corporations either.  Companies both small and large are realizing the vehicle’s importance and are putting drivers in place to build their brands and reap the search engine optimization (SEO) benefits. 

Some companies hire part-time employees, others hire college interns.  But the involvement role that always impresses me most is when company executives play a major role in social media management.  From the consumer perspective, management having an active part in social media creates an immediate connection.  Seeing a multi-million dollar corporation CEO reach out to customers makes a bold statement about the company’s values and management philosophy.

How can management be involved?

Because of the viral nature of social media, it is becoming increasingly important to monitor and be active in the channels you establish.  If a customer is unhappy, you should expect that they will let the world know through your corporate Facebook Page or Twitter Profile.  Companies’ (and better yet, executives’) ability to react to discontented consumer issues through Social Media is an excellent brand building and customer service management tactic.  Remember to listen and react to all individuals.  The process will help you to identify happy customers as well—your brand advocates.

Another great way management is getting involved in Social Media is through Twitterchats or “Tweet-Ups”.  For those who are unfamiliar, Twitterchats can be established by any company, at any time.  MoreVisibility’s #mvchat takes place each Thursday from 3:30-4pm (est).  Each week, our management team selects a certain online marketing topic to discuss.  It’s the perfect time for MoreVisibility’s Executive Team to interact with clients, industry enthusiasts, brand followers and prospective clients.  If you would like to read more about Twitterchats, check out our June Newsletter article, “Twitter Parties/Chats: What Are They & How Can They Help My Business?” by our Executive Vice President, Danielle Leitch.   

Where are we seeing the most involvement?   

One of the more popular channels we see C-Level contribution in Social Media is through Twitter.  Because of the immediacy of Twitter, it requires a more intimate involvement.  However, don’t allow this to discourage you from being active as a manager.  The ability to manage Social Media accounts via mobile devices creates an awesome opportunity for even the busiest on-the-go executives. 

Becoming a brand ambassador as a manager is mutually beneficial for the individual and company.  Not only can you position yourself as an industry expert, but you also strengthen the company’s brand in the process.  Lastly, know that all companies can be engaged with Social Media regardless of regulations and internal complications.  Though some industries can be involved more than others, there is always a way to gain visibility if Social Media is managed and utilized correctly. Communicate, train and strategize to be successful. View Social Media as a way to become a brand ambassador.  Look at it as an opportunity to connect, communicate & get real-time feedback from the individuals who matter most—your customers.

Lately, there’s been a lot of buzz around Google+.  Some people are predicting that Google+ will give Facebook a run for their money; while others say that Google+ is no threat to Facebook.  Either way businesses should be aware of how Google+ works and how they can use this new social platform to their benefit.

As it stands right now, Google+ is focused primarily on individual users. It seems they want to establish an audience of individual users before opening up their platform to businesses and marketers. However, Google+ recently allowed businesses to sign up for a corporate account beta. There was such an overwhelming response that Google will have to sift through the applications to determine which companies will actually get to participate in the beta.  Outside of the corporate account beta, there is no word yet, as to when and how businesses will be able to market their products and/or services to individuals with a Google+ account.

Google+ is similar to Facebook because it allows users to share their thoughts, photos, videos, etc with friends. However, Google+ has circles which allows users to choose which group of friends and/or associates they want to share information with. For example: let’s say Jane is friends with her parents, her boss and her weekend buddies on Google +. Over the weekend she goes camping with her family. She can share all her pictures with her parents, along with any sentimental thoughts, and not include her bosses or her weekend buddies. On the same note, she can send her weekend buddies a goofy picture of her and her mom, along with a note that says, “you know how my mom is” without her parents or her boss knowing. This could be a true benefit for advertisers, once Google+ opens up the door to them. If a person has more than one circle of friends, then this could mean that there are greater opportunities for advertisers to segment their message.  Other features on Google+ such as Hangouts, Sparks and Huddle may also present an open door for marketers and businesses to reach Google+ users.

Right now, there’s a lot of speculation about what to expect from Google+, especially since it is still in beta.  As Google+ unfolds, it should be interesting to see how companies and marketers can use this social platform to reach their target audience.

New Strategies in Paid Search
Thursday July 21, 2011

MoreVisibility’s Twitterchat took place today, July 21st. MoreVisibility’s chat (#MVCHAT) was lead by Executive Vice President, Danielle Leitch (@DanielleLeitch), and several members of MoreVisibility.  Paid search continues to evolve and find new ways to provide some cost-effective advertising opportunities, and the topics discussed included:

· The effectiveness of remarketing
· Mobile advertising’s new capabilities 
· The advantages of placement in Social Media channels

MVCHAT is a weekly 30 minute discussion starting at 3:30 pm (est) covering a variety of online marketing topics. Clients, advertisers, and online marketing enthusiasts are invited to participate in this rapid-fire conversation by following and including #MVCHAT in tweets. Read more about #MVCHAT in the news here.

The Good, The Bad & The Ugly on Google+
Thursday July 14, 2011

MoreVisibility’s Twitterchat took place yesterday, July 14th. MoreVisibility’s chat (#MVCHAT) was lead by Executive Vice President, Danielle Leitch (@DanielleLeitch), and several members of MoreVisibility. The lively discussion covered the latest updates on Google +. MoreVisibility (@MoreVisibility) was glad to receive feedback from the “early-adopters” on the “good, bad and ugly” on the new social media platform. Topics that were discussed ranged from Google + features including:

• Circles
• Huddles
• Hangouts
• Business Accounts
• Security Issues
• And more…
   

MVCHAT is a weekly 30 minute discussion starting at 3:30 pm (est) covering a variety of online marketing topics. Clients, advertisers, and online marketing enthusiasts are invited to participate in this rapid-fire conversation by following and including #MVCHAT in tweets. Read more about #MVCHAT in the news here.

Mobile Marketing Is Now
Thursday July 7, 2011

MoreVisibility’s Twitterchat (#MVCHAT) took place yesterday, July 7th. MoreVisibility’s chat was lead by Executive Vice President, Danielle Leitch, and Client Strategist, Mike Siers. This week, discussions revolved around mobile marketing. With the increase in Smartphone usage, it is becoming increasingly important to understand how to interact and reach your mobile customers. As one can imagine, on-the-go customers’ needs are far different from those accessing websites from a desktop.  Smartphones’ small screens force marketers to design mobile sites that include only the most important information.  Click-to-call buttons, directions to businesses, social media links, top products/services, company descriptions and special mobile promotions (often tied to Quick Response or QR Codes) are some of the more common items included on mobile websites.  MoreVisibility’s #MVCHAT highlighted these important discussions and was pleased to hear the opinions of the chat participants.

MVCHAT is a weekly 30 minute discussion starting at 3:30 pm (est) covering a variety of online marketing topics. Clients, advertisers, and online marketing enthusiasts are invited to participate in this rapid-fire conversation by following and including #MVCHAT in tweets. Read more about #MVCHAT in the news here.