I remember way back when the internet started and it totally didn’t make sense. World Wide Web? Ok. And I do what with that? Register my domain name and then chose a web browser. Got it. Ok, not really. I was like millions of other working professionals and business owners who had no idea what the internet was all about and made the decision to sit on the side line until it worked itself out. The downside was that I had no clue what anyone was talking about for a long time and as a result I missed the .com boom. The upside was that I didn’t know what anyone was talking about and mised the .com bust.
Now we have Web 2.0 and we’re in the same situation. We have millions of businesses milling around social networking sites with no clue on how they can convert this massive potential for consumer exposure into traffic to their website. Everywhere you look there’s some marketing guru with the “how to make social networking work” seminar or newsletter that doesn’t tell you a damn thing. So, here is what you need to know:
1) If your target audience isn’t web savvy and isn’t using social media sites to gather information, you’re going to have a tough time getting traction. Social networking is only as useful as the communities that drive the traffic. For example, an IT support, hardware or software company is going to have a much easier time using social networking as a marketing tool because the corporate IT tech personnel that’s buying their goods and services is very likely to be using the internet as their primary source of information. On the contrary, a steel pipe manufacture who’s industry has a limited amount of competition and has changed very little over the years will have far less of a reason to be online.
2) You can’t be a chicken and must be willing to put yourself out there. They way social networks drive traffic to your business is by providing compelling information that people will be interested in reading, and then, be more interested in finding out about the author. The first thing you do when you join a social network you will set up a profile. There will be information about you, your company and most importantly a link to your website. So, once you join a group you must participate in discussions. This is the way you put yourself out there just like you would if you went to a networking group. Whether you say something interesting or not, people will frequently click on your profile and get exposed to your brand.
3) You have to do your part to help networks grow. Most social sites will have an “invite” feature that allows you to invite friends and industry contacts to the forum. The bigger the forum is the more great content and discussions will be added. When people visit a network they want to know that there is going to be interesting and helpful information there. New information is what keeps them coming back.
4) Experiment and stand out. You have to try different things to get the hang of it. Create interesting personal pages on the network so that you stand out from everyone else. People do business with people who look like they “get it.”
5) Don’t freak out but EVERYTHING you write will be there forever. You may not be able to see it, but its out there. So, don’t write anything stupid.
6) You don’t have to be a great writer, just a good thinker. Try not to have misspeleld words and write in a cohesive manner, but don’t worry too much about it. You don’t want to look like an total idiot but please keep in mind that people in the social networking scene know that folks pop in and out, chatting when they get a chance and don’t have time to agonize over every word.
7) Once you’ve got the hang of it, hire a pro to take you to the next level. Get a strong working knowledge of SM and then you’ll know what to look for in an agency. Accept the fact that you have way to much going on to be a “master of all things” and look to a solid social networking agency to help you get effective exposure.
