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Social media is leveling the playing field

June 06, 2009

social media is leveling the playing field

You're a small to medium sized business and you've heard that embracing some form of social media is beneficial to your marketing efforts, but you don't know exactly how. Don't worry, you are not the only one faced with the daunting task of figuring out how to use these new technologies to your best advantage.

Believe social media is over-hyped, and doesn't have the impact fans are claiming? Or that it's just a passing fad? You might be skeptical and are not sure if your customers are using these tools enough for your efforts to have an impact. Realize that it's not that these tools have the magical touch needed to create a buzz around your products or services; it's that if used correctly, these tools can build your brand in a way that other marketing efforts can't.

One advantage of social media tools is that they're free advertising spaces for "word of mouth" or viral marketing. As the top 3rd most trusted source of information about a company or product, rating higher than corporate advertising or news/radio reports, word of mouth advertising provides all of us with a level playing field. You can now compete with the "big guys" because it's no longer a matter of who has the most money.

Don't be concerned if you don't understand the technology behind these platforms either. You just need to put them in "real life" terms. Many of these forums are simply virtual versions of real world situations. For example, some communications experts explain Twitter and similar blog-like or posting sites like this: think of posting in the same terms you would being at a cocktail party. You're at a gathering of people you might not know and you're trying to gain the attention of everyone in the room. Do you become all "salesy" and start preaching about how great your product is? Or do you try to "work the room?" Try connecting to the people there by introducing yourself, finding interest in what others have to say, and get them interested in you on a human level. Once you connect by finding something in common, and you understand your customer, it's much easier to use that familiarity to leverage your services and products.

Another way Twitter or similar sites can benefit your company is if others are already talking about your product or talking about products similar to yours. Get in on the conversation and share your point of view. Or have your friends, business associates, and acquaintances do it for you.

You're probably thinking to yourself "that's all well and good but what about all the other tools out there? How do I decide which ones to use?" Tumblr, Flickr, Facebook, LinkedIn, etc, are only a few of the many ways groups come together to share information. At first, pick two or three of them. Begin watching these spaces, seeing who shows up there, what they're saying, how they're saying it, and join in on the conversation. Be professional in your comments and replies, but be approachable, personable, likable. Remember to be authentic, because if you're fake, others will be able to sniff that out a mile away. Begin "following" conversations or people, become a fan, and stay engaged, visiting at least once a day.

It can be scary putting your brand out there and opening it up to criticism and feedback. But it can also be extremely beneficial. Find out what is liked or not liked about it. Google "i hate xxx," or "xxx sucks" replacing xxx with your product or type of service to see what others don't like about it. Take the risk and be the catalyst to the brand. Live it with others. Share!

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