BY GENEVIEVE VIEIRA
The plague of social media, it is everywhere and there is no avoiding it. Learn how to adapt your business to reflect the modern networked economy.
Millions of people access digital technology in their daily lives. With the rise of social networking sites, the internet has transformed into a powerful communication platform, allowing us to establish valuable connections with other online users.
The general perception is that these sites were developed for recreational and entertainment purposes but what is evident today is that businesses have found the means for marketing and trade via these sites.
With increasing numbers adopting social media as the preferred method of communication, companies should be aware of the benefits of establishing a social media presence.
However, merely creating an online profile is not enough. “There is a lot of preparation that needs to happen before flicking the social media switch on” says Peter du Toit, co-founder of Social Media IQ.
What are social networks?
Social networks act as virtual meeting places for communities to share common interests and discuss different topics. The most common social networking sites include Facebook, Twitter, LinkedIn, and You Tube.
How will social media benefit your company?
Social networking is one of the most cost effective ways to keep in touch with people. Social networks are not limited by geographical boundaries or cultural differences and thus benefit your business by directly reaching out to your desired market.
Before professionals would make use of print-based interactions; these have now been supplemented by social media which allows for instantaneous information exchange.
Is social media applicable to your company?
Social media is about building relationships; therefore if your clients are users of social networks you need to establish a community between the two. This will create a platform for information exchange, ensuring that you keep up to date with trends and discussions around your product, service, website etc.
Many companies view social networks as a villain, with most even banning these sites due to misuse. However, when the majority of your consumers are based on these sites, avoiding them can be fatal. Du Toit explains that if your business does not respond to the current trends, people will move on to a competitor who is prepared to meet them where they are.
Areas largely impacted by social media, because they require direct contact with an audience, include Research and Development, Marketing, Sales, PR and Customer Care.
What do social media users expect from company profiles?
Du Toit explains that digital natives expect businesses to be transparent, sincere and to respond in real-time. What this means is, businesses need to once again develop a relationship and listen and act upon conversations.
In order for the consumers to show interest in you, you need to show interest in them. You can no longer hide behind a marketing campaign, but need to engage with clients as participants. “Most businesses already have a community around the business, the shift is now to enable that community to become a part of the business” du Toit says.
Integrate social media into your business
Integrating social media into your business requires understanding of the medium. Communication is no longer a linear process, but an interactive one. This means maintaining a culture of listening and providing feedback. Du Toit notes that this cultural shift must first occur within the company itself. If your business maintains a hierarchical flow of communication, it is unlikely that you will successfully sustain a social media presence.
Once you have an understanding of the medium you will then need to develop a strategy. Ensure that your online presence is aligned with clear company objectives. Furthermore, you will need to learn the social behaviour of your community in order to suit their needs. With this will follow a content strategy that will facilitate positive associations.
Du Toit advises into employing community managers that will nurture the relationship between existing and future clients. He notes that “the most successful use of social media occurs when open, free flowing communication is part of the company culture.”
To read more about social media, visit Peter du Toit’s website at http://socialmediaiq.co.za
