If you compare the use of the internet today to 6 or 7 years ago it is incredible how much everything has changed. It used to be that we mainly used the internet for our email and the occasional research project but today we use the internet to connect with each other.
With the advance of social media sites and the introduction of the iPhone, the internet has enabled us to be constantly connected to one another. Want to know where the sushi bar is in town? Google it. Are you lost and need directions? Use your iPhone and gps your way out. Wondering if your favorite brand of Kellogg’s cereal is on sale this week? There’s an app for that (and you can buy it online too). How about if your flight is delayed or the cable is out? JetBlue and Comcast are most likely tweeting an update right now.
This technology has worked it’s way into our lives and it doesn’t seem to be going away any time soon. It’s daunting and it’s an information overload. You feel that your brand should have a presence on all of these sites and you’re right. The key is to utilize the tools correctly and maybe not all of them are for your business but if you’re going to venture into the world of social media you need to be aware and do it right. Below are a few ideas on how to successfully employ social media and make it work for you.
Twitter
This is a great tool to communicate with your customers; find out what they’re thinking and what they want. Twitter is very candid, the posts are honest, in real time and can influence a whole lot of people.
Maybe one of your stores is dirty and no one likes to shop there – someone is going to tell you that on Twitter. Maybe one store offers better customer service than another, your customers will tell you. Wondering if you should branch out your online shopping to a new area, ask them and see if there’s a market. Let your customers help you identify what they’re missing and then go do it – it’s like a continual focus group, use it to your advantage!
You can also tweet upcoming promos, store openings, coupons, and anything else you would like the masses to know. Just beware, they will talk back to you. The one thing Twitter is NOT is a one way street. People don’t want to be talked at, they want to be heard. If you’re not willing to listen to your customers and take feedback maybe you should go with a Facebook page. Check out Lunds & Byerly’s for a great example of how to use Twitter.
* Please, please, please do not put your interns in charge of your Twitter account. Do you really want a 20 year old being the voice of your company?
Facebook
Facebook connects people in a different way than Twitter. Customers can join groups and become fans and show support for a product by sending gifts and wearing badges. Another great thing about FB is that it enables you to display far more information. When polled, the majority of FB users that were fans of a brand said that they were so because they wanted insider information; special deals & coupons that wouldn’t be available normally or alerted earlier than the others. Maybe you create special promos just for your facebook fans. It’s also a fantastic way to collect email adresses. Check out Ben & Jerry’s page for a great example of how to use Facebook.
YouTube
YouTube is a little tricky because anyone can broadcast themselves (or your brand). By creating a profile and establishing an official channel you have more control of what is associated with your brand. YouTube also enables you to broadcast messages and commercials and harness viral marketing. It’s also a great way to build link love, increase page rank and boost your search results. Check out MyWebGrocer’s channel.
Social media has drastically changed the way that brands are able to interact with their customers. Instead of the traditional one way communication it has morphed into a conversation. The consumer has a voice and they want to be heard, the question is whether your brand will embrace them. One thing is for certain, you cannot expect to enter social if you’re not prepared to listen. Relationships are a two way street and the best way to foster a relationship with your customer is to be a courteous listener, gain their trust & respect; remember, you’re in their social space. Don’t waste their time, you wouldn’t send an email and say nothing right? Same principles apply, don’t tweet just to tweet.
Elise
