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:
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.