A survey from Pear Analytics found that 40% of all Twitter tweets are pointless babble. 38% formed a conversation. 9% shared value and only 3.5% were news. In the summer of 2009 Twitter collapsed under a DDoS attack and a researcher found it was easy to takeover a Twitter account by inserting malicious code.
In 2007 Facebook opened its doors to the public and ever since then, social media has become the next best thing. Numerous other social networks exist, such as LinkedIn, Twitter, and GigPark. Every week I seem to get an invitation to join a new group that wants my profile in return for promoting me to their customer base.
What is the real value of social media for business and what are it's weaknesses? How should you approach launching a campaign using social platforms?
Essentially the value lies in focused marketing that targets a specific group plus the fact that the Search Engines look for your presence on social media sites.
Drawbacks focus largely on the time it takes to keep your profile up-to-date, the issues surrounding the effectiveness of advertising on social media, the tendency for people to say too much of the wrong thing, and privacy. Many social media sites admit that they do little to protect your privacy and will share your data with all and sundry. As many younger people are finding, the cute pictures they put online when they were 16 are now being viewed by prospective employers and there is little to be done about it.
Go Public and Be Friendly
The hope has been that being on social media sites will get you publicity. You must however, make sure your profile is complete and public. Use your keywords. But keep in mind that for the most part, people don't search these sites by keyword, they are networking sites and work by referral. In fact, the reason these sites grow is that people invite their friends and colleagues to join them online. As a result, you may find that you are preaching to the converted. You must be active on the site, connecting with people, sharing information and following the herd.
Find Good Contacts and Be Co-operative
Depending on the network you may be able to search for people who you think might be interested in creating a connection with you. Look through 2nd degree contacts: the people who know people you know. Ask for an introduction. LinkedIn especially, is designed to promote this kind of connectivity. Facebook..... well it's going to depend on what you offer, but you can always ask to be someone's friend. They have the right to refuse you.
Once you are connected, you can "socialize" with the contact and ask the same types of questions you might at a cocktail party. Get into "tell me more" mode rather than trying to bulldoze them with your great offer. Remember that the nice thing about online conversations is you can disconnect from them easily.
Online social networks like LinkedIn and GigPark are designed to help businesses connect. One of the best features on LinkedIn is the ability to ask and answer questions. The first gets you information you need and the second positions you as an expert. It takes time and there are dozens of others out there answering questions so be studied and intelligent with responses. Don't throw in your two cents unless you have a contribution to make. Unlike a cocktail party, you can avoid publicly putting your foot in your mouth.
Look around and You'll Find Great People
Ever been at a party where the person you are speaking with is constantly looking over your shoulder for VIPs? They are talking to you so they look connected, but they want to be connected to the best. It's an irritating habit and results in getting on lots of blacklists. But online, you can do the same thing without being so obvious. If there are 6 degrees of separation between you and anyone you want to meet, here is your chance to step your way to the select company you wish to keep. Pinpoint your target and find the links between you. A series of introductions can get you where you want to be and it beats cold-calling.
You will have better luck with people already close to your acquaintance, so if there are no close links, it may take persistence and time to reach your target. On the other hand, you may find that many people you don't know but need to meet are only an introduction away. Think about what you would say to them if a fluke brought you together in an elevator. Online or off, you do better by listening than by telling.
Get the Scoop
While we are discussing how to use social networks to generate leads, the same networks have added value in helping you learn more about people who approach you for help. Whether the prospective friend, supplier or customer, walked in off the street or contacted you through the network, use online media to find out if you really want to be connected. It doesn't sound nice, but busy people simply can't afford to spend inordinate amounts of time on friendly chatter that doesn't bring results (business or personal rewards). That's why celebrities have personal assistants.
Reviewing a person's profile often reveals a common interest. Shared values and interests are the basis of many friendships and a great way to generate subjects for conversation, an entry point into the person's credibility, and reasons to meet.
Value for Effort
If this all sounds like a lot of effort, then consider that there is nothing humans like more than socializing. Oh sure, we love to eat and sleep, but we are first and foremost social creatures. Since connections are low-key and easily refused, people who have bothered to join an online social network are probably also eager to use it to meet new people and stay in touch. As long as you play nice, you can ask your connections for referrals and introductions.
Questions to ask include the names of people in charge of some aspect of the company, such as the name of the VP of Sales, whether anyone knows someone who needs your services, if anyone is going to an event you are attending and would like to buddy with you.
Lastly you can use these contacts as a sounding board for new ideas. Ask for opinions: most people will be flattered. Respond to comments with updates on how your concept is changing under the influence of your online friends. Create a promotion when your concept has gelled and is ready for market.
Keep in touch. And remember.....
"Your corporate website should act as a resource by offering content complementary to social media communities, including articles, press releases, research, and tools. The website should also integrate social media elements, including RSS/XML feeds, status updates, comments, ratings, reviews, forum discussions, and linking social badges/icons. The more your site is able to create a sense of community, the greater the likelihood of generating, retaining, and converting site visitors." Kent Lewis