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The term "Social Media" means different things to different people. To some it means only social media sites such as Facebook, Twitter, and Digg. But really, social media refers to anything that allows social interaction online including not only sites like Facebook, but also forums, groups, article comments, blogs, etc.
Not all types of social media are right for all companies, and pursuing the wrong strategy can waste a lot of time without getting much in return. But the right strategy can quickly turn into your most valuable marketing channel. In my next few posts, I'm going to detail a few basic strategies and discuss what types of businesses would most from each.
Strategy 1: Establishing Expertise Online
Social media can be an excellent way to establish yourself or your business as an "expert" in the industry. Start by making thoughtful comments on popular articles, blogs, or forums. When making a comment, make sure that you compliment or acknowledge the writer and then add to what the writer is saying.
If possible, ask to be a guest writer for a relevant blog or publication. The idea is to begin to pop up as a knowledable source whenever a potential customer or client is researching a particular topic.
If you have your own blog, make sure to include that URL (or website address) when prompted by the commenting software to create a link so that readers can learn more about you from your blog. Some people are afraid to start commenting before they feel that they have built a big blog/professional site. Don't let this hold you back! You can also link to your twitter account if you feel that you don't have enough on your site to link to it yet. Another option is to link to your LinkedIN profile instead. The important thing is to start getting your name out there and then to provide a way to let interested readers find out more about you.
In addition to commenting, make sure that you are a member of relevant groups on Facebook and LinkedIn, and try to be an active member by providing knowledgeable answers to questions asked by other members and on LinkedIn Answers.
Establishing expertise can be beneficial for businesses have one or more of the following characteristics:
sell large-ticket items or services
sell to a relatively small, knowledgable, and close-knit customer base - such as antiques collectors, or green-technology investors
sell over a broad geographic area
It's less helpful for companies that:
Sell inexpensive, high-volume products Operate in a small geographic area
Don't need to demonstrate a high level of expertise
My next posts will focus on a few more social media strategies so stay tuned...
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