What is the value of social media marketing and social networking to a business? This seems to be a very misunderstood subject, and one which too many companies tend to relate to other marketing efforts or advertising. If you really do not see the enormous value of social media marketing today, then it is likely because you are either going about it wrong or you are not embracing it at all. It is time that we change that for you and help you to see what this social media thing is all about.
Business Social Networking ROI
I hesitate to use the term “business social networking”, because it is an awkward term. So many businesses want to know the value of networking using social media, so this is a term I use for the company hoping to implement a social media plan. This could also apply to the growing number of individuals seeking new employment opportunities using social networking.
First, I want you to understand that much of what you learned about marketing and advertising goes out the window right now. This is not likely what you think it is … it is much more! If you try to measure a return on investment of social networking, it is a lot like putting a ROI on each handshake or each “hello” as you walk through your grocery store. It is not about advertising, and the same metrics cannot be applied. The value of social networking flows down many streams, and it harnesses the value of good public relations, communications, marketing, friendships, and so much more. There is much that simply cannot be measured in a spreadsheet, and thus it will often take a degree of faith, especially if you hire a social media consultant.
Social Media is “Networking” and it is “Social”
The term, social networking really says what it is, but I often find people who continually get it all wrong. Companies seeking to use social media for business purposes often get it wrong by trying to advertise their goods or services. This sets them up for an utter failure, and can often do more harm than good. Business people participating in social networks often find it hard to come out of their shell and actually be social. How do we fix this? Well here are just a few tips about social networking that you should not overlook:
- Always put your first name in your profile! People want to know YOU, and not a username or company name. Some people will still communicate with you, but is it really you?
- These people you meet on social networks don’t bite! Well, maybe a few do, but most will hug you rather than bite you.
- Get to know people. Spend time with them, just as you would with a friend anywhere else.
- Be yourself! I have said it a million times, but I mean it. We will not all get along, but most people will respect the individuality you show.
- Do not tell me about your business and then not remember my name! If you do this at your local Chamber of Commerce function or worse, at a cocktail party, you will look like a buffoon. You are not a buffoon are you?
- Remember that 100 people saying something nice about you to 100 other people is far more valuable than a few business prospects. When you have friends, you will have people who want to be helpful to you. The value of a friendly referral can go a long way!
- Be respectful of others.
Social Networking Takes Dedication
If you cannot make a solid commitment to a social media plan, it is best to not start one at all. The people you will meet are real and you simply cannot make friends only to leave them behind. Just how seriously do I mean this? Let’s examine just a couple of my friends whom I met online and through these social networks I write about.
- Peggy (my wife)
- Mike, who is one of my closest friends, Web developer, and Kansas State Legislator.
- Reg, who has children 6 years and 10 months old and a stepdaughter who is 21. Reg is also a social media giant.
- Bianca, whom I met online in 1998 and communicate all the time. She lives in Austria and used to be an au pair in the USA.
- Eric, who ate a 6 pound burrito, lives in Las Vegas, and sells bulletproof vests and armored cars.
- Toni, who blogs and chats with friends even while her husband Royal sleeps beside her in bed. Oh, yes … and she is lovely!
- Melissa, who nearly wets herself laughing at things I send her via Twitter.
- Sail, who lives in Honolulu, Hawaii and has not been to a beach in the last month.
- Cody, who lives in Calgary, Canada, likes to party, is a bodyguard to celebrities, and met a new love interest on my live Webcast (#Shabam, Cody!)
- Misty, who lives in Manila, Philippines and loves chatting and great design.
- This list can go on for thousands of people.
The people mentioned above and many more are among the very important relations I have met using social networking. I communicate with these people regularly online, on the telephone, and in person. They are all parts of a very important network of people whom I can count on to be friends, and to have something nice to say about me, with or without prompting.
The Social Media Commitment
Just how important is a commitment to social networking? Like any wise investment of your time or money, you will benefit from social media commensurate with your efforts. If you have seen the news, it should be clear by now that other forms of communication such as television, radio, and newspapers are failing. If you have not heard this, it should be even more clear just how much their reach has degraded. Social media is picking up where all of those others left off, and at the horizon is Twitter. With all of the huge changes in today’s communication methods in mind, you must ask yourself just how important it could be to your company to make a significant effort toward building a social network and social media plan before your competition does.
Can a Social Media Consultant Really Help?
This may seem like an alien question to many people. After all, if you are to be yourself, how can somebody be a better “you” than you, right? That is not what a social media consultant does.
When you venture into the unknown world of social networking, there are many pitfalls to avoid, and many useful tools that can help you. Having a professional on your side to guide you and to promote you can be a huge factor to your success in reaching the right audience with the right message and with the right approach.
The answer is YES! A social media consultant can be an immeasurable benefit to your social networking efforts, and should be chosen wisely.
Which Social Network Do I Prefer? Twitter of Course!
I offer you the links below to understand how important I consider Twitter. Also, see my other recent articles on Twitter.
My personal commitment to social networking and Internet marketing is greater than I would ever expect for one of my clients. However, I expect my clients to make a substantial commitment to their efforts in social networking. In order to explain how committed I am, I will simply say that I spend far more time cultivating relationships with my social networks than most people will ever spend in an office. This is not a 9:00am to 5:00pm process.
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