Nucleus - Marketing and Design Newsletter
Social Media: Getting in on the Conversation
Cable colossus Comcast is doing it’s best to connect directly to customers and show it cares. Blendtec home products asked (and in many cases answered) the question "Will it Blend?" and saw sales skyrocket. Even The James Store, a charming clothing boutique in Granville, Ohio, is seeking fans on Facebook to move Vera Bradley bags—around the corner and across the nation.
Companies large and small are getting in on the conversation and enlisting social media tools as a way to connect with consumers, build brand, and maybe even make a sale or two.
Facebook and tweeters and blogs, oh my! The Web is filled with social media success stories like the examples above. However just as many people have walked away from the social media mixeródisappointed and discouraged. Social media can be downright unsocial at times. Especially for those without a solid plan.
So before you jump in "Tweet" first, a few words about social media:
Do your homework! Like cultivating any real relationship, it takes work. You canít just put up your virtual shingle on Twitter or Facebook and expect customers to come running. You need to tune into conversations for insight into your audience. Try GoogleÝBlogÝSearch and other tools to help you find relevant blogs or online communities. Set up an RSSÝreader to get content based on your search criteria delivered daily.
Just be yourself. When you identify your target audience, participate and make your presence felt. Join conversations with customers, prospects and partners about key issues and concerns. Be professional. Be honest. But most of all, be yourself. Let your personality shine through. Show them your soul and your passion for what you do. After all, the best way to build relationships is by being authentic.
Listen and learn. The beauty of the social Web is that you have the unique opportunity to hold a meaningful dialogue with your target audience. You can get to know their individual experiences, desires and disappointments. Firsthand and unfiltered. You’re talking with them—not at them. Before you know it, you’re building relationships that can help you stand out in today’s crowded marketplace.