Tweet to Grow Your Business
Social networks may be free, but they require time, thought and energy to yield results for your business.
BY RUSS J. STACEY
The dominant social media applications—Twitter, Facebook, LinkedIn, MySpace—boast a combined user base of hundreds of millions. That’s a lot of access. But how do you best leverage these tools to grow your business?
For starters, don’t take the “social” in social media too literally. There is a difference between using Facebook for keeping in touch with friends and using it to market your company. Don’t update people on your egg salad sandwich or natter on about how much Whiskers loves to play with yarn. Ensure your profile is personable but businesslike.
“Make sure your posts add value in some way. And don’t say something that you don’t want to come back at you,” says Chad Eaves, president of Eaves Consulting. “Once something gets on the Internet, it’s out there somewhere, even if you delete it.”
THE HUMAN TOUCH
In our fast-paced world, it’s sometimes easy to forget the human being on the other end of these social media platforms. According to Cynthia Blackwell, CEO of CBlackwell & Associates, business owners need to remember that they’re not only marketing their company, but also selling themselves. “People do business with those who they like and they trust,” she says.
Matt Weber, president of Sales Growth Group, suggests posting items not only related to your product or service but also something extra to connect with users. Locally, that might be SunRail or another issue relevant to the community.
Filling out the bio or profile space gives people a sense of you and your company. Post at least one photo for personalization; using only a company logo or product graphic can come off as sterile. Keep the profile short and relevant, explaining value you can provide.
TIME INVESTMENT
“A lot of small business owners start using a certain application and think they’ll get business immediately,” Eaves explains. “Like any form of business communication, you have to establish credibility, and credibility takes time.”
Putting in the necessary hours also prevents your social media presence from getting “orphaned,” as Eaves describes it. Once you create an account or profile, update the content at least weekly to thwart obsolescence.
“It takes work,” Weber says. “Compared to traditional media, the investment is not in the medium itself but the labor to make the medium work.”
TIME MANAGEMENT
With so many social media tools vying for your attention, how can you prevent them from devouring your valuable time? Eaves recommends setting a daily schedule of 30 to 45 minutes per platform. If business hours are too hectic, take on the task in the evening or on weekends.
There are tools available that integrate the various applications. Update your Web site, for instance, and it automatically updates your Twitter account or MySpace status. An effective way to maximize downtime is configuring the applications to work on your smart mobile device (e.g., iPhone, BlackBerry) and posting when standing in line at the store or waiting for an appointment.
BUSINESS OWNERS NEED TO REMEMBER THEY’RE ALSO SELLING THEMSELVES.
As Blackwell puts it, “What is the value of our time? Time always equals money in business.”
PULLING IT ALL TOGETHER
Despite what some business owners may believe, effective social media does not replace a Web site or blog—at least not yet. They should enhance each other, according to Eaves. “To have a
Web site, Twitter, Facebook, LinkedIn and/or MySpace and e-mail campaigns all out there and not connected, you’re really selling your marketing efforts short.”
“Businesses neglect the effectiveness of their Web site,” Weber adds. “If your social media activity drives more visitors to your site but the site creates a poor impression or is not converting those visitors into leads or sales, then the social media effort is not as effective.” ■