By David Saffir
In my first post about using social media, I discussed starting a blog and populating it with content that appeals to your customers. A blog is a great starting point. But don’t stop there, because you can use social media resources to reach tens of thousands of people in a way that builds your business and your understanding of your customers.
Note that social media and social networking are not like “billboard and broadcast” marketing and sales. Billboards and broadcasts are used primarily to transmit information; they aren’t about listening, and not about the give-and-take of conversation.
Most websites are also designed primarily to transmit information. Most are static, or nearly so, and the information is updated relatively infrequently. Social media and networking are much, much different. Properly used, they are about:
- Accessing and creating new content
- Sharing information
- Engaging in conversation with others
- Building community
No billboards in here!
Equally important, customers don’t have to wait for information or others’ thoughts to come to them. They can get the information themselves.
They can read or subscribe to a blog by email, tap into their social media groups, search on Google, comment on posts, and more. Plus, they can ask for advice from people in their network, which can include hundreds, or thousands, of individuals.
Social media sites on the Internet include: blogs; social networks such as Facebook, Twitter, and LinkedIn; image-oriented sites such as Snapfish and Flickr; bookmarking sites such as Digg, and more.
Facebook alone has over 100 million members, giving users both flexibility and reach! A Facebook subscriber can log on from just about anywhere, read what’s new, drop in on their groups, see a freshly posted video, read new comments, and provide feedback in real time – or close to it!
Social media is also about building connections with larger communities. Look at the nmber of special-interest groups sprouting up on Facebook, LinkedIn, and other sides.
For example, through LinkedIn you can create person-to-person connections, form personal networks, and join special-interest groups. LinkedIn includes special interest groups on photography, design, Photoshop, Lightroom, art, gallery, education, and of course social media. The top 12 LinkedIn special-interest groups in which I participate have more than 100,000 members among them.
Going back to your own blog: You still have to get noticed, get feedback, build your community, and build your business.
An effective way to do this is to consistently post teasers or headlines on the sites inhabited by your customers, or potential customers. Include a link to your blog. Ask them for comments. Or even better, ask them to answer a question!
Subscribe to special-interest communities tied to your business. Be helpful, answer questions, engage in conversation, provide information, and build your credibility. Let them know about the great content on your blog.
Some readers will share your comments and content with others, and so on. One of my social media accounts includes several hundred direct connections – and they have tens of thousands of people in their direct networks. Just imagine how many people you can reach through social media!
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