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Why Should Business Leaders Care About Social Media?

Social Media 101 for Business Get in on the Conversation and Achieve Your Business Goals Welcome to the world of social media! Whether you’re new to social media or have already dipped your toes in the water, you probably know that social media tools can benefit your business.

By Lisa Manfield /


Social Media 101 for Business

Get in on the Conversation and Achieve Your Business Goals

Welcome to the world of social media! Whether you’re new to social media or have already dipped your toes in the water, you probably know that social media tools can benefit your business.

In fact, social media provides cost-effective ways for businesses to attract an audience and engage directly with their customers. While social media can facilitate your efforts in communication, interaction and engagement with your audience, it isn’t always a panacea for every business.

It takes time and resources, not to mention trial and error, to establish a social media strategy that works for your business. Approach it strategically and you can maximize your time and resources by selecting outlets and approaches that make the most sense for your business.

To help you make those decisions, we have outlined some of the strengths and weaknesses of the most popular social media tools below. If you would like to take the plunge into using social media for your business, this guide will help you get started!

What is Social Media?

You’ve heard about Facebook, Twitter and YouTube, but these are just a few of the most popular social media sites. As a whole, social media consists of Web sites, applications and tools that facilitate connections between people, content and brands.

Whether you realize it or not, your customers are already using social media to discuss, evaluate and recommend your business. Being part of that discussion is no longer an option. Without an official ambassador, your brand is vulnerable to misinformation and misrepresentation.

By using social media to communicate directly with your customers, you can take control of your brand image, build on positive exposure and grow your customer base.

How Can Social Media Benefit Your Business?

Effectively used, social media tools can enable your business to establish meaningful connections with customers for a variety purposes and goals, including:

  • -Launching and marketing products
  • -Communicating news, updates and general company information
  • -Publicizing special discounts and promotions
  • -Generating feedback
  • -Developing customer loyalty

Popular Social Media Tools

Just like traditional media outlets, social media sites and tools tend to appeal to specific audiences, and each has its own strengths and weaknesses. Few businesses have the time or resources to establish a presence on every social media outlet, so taking some time to determine where your social media efforts will reap the most rewards can save you both time and money in the long run.

Here’s a look at some of the social media channels you may wish to explore:

FACEBOOK
This social networking site allows users to build a profile to connect with friends. Businesses can build fan pages in order to interact with customers.
Benefits: Brand exposure, two-way communication with customers, loyalty-building.
Drawbacks: Low click-through rates, no SEO gains.

DIGG, STUMBLEUPON, REDDIT
These social news sites enable users to share links and vote for their favourite content.

Benefits: Brand exposure, click-through traffic, and excellent SEO. 

Drawbacks: Limited two-way communication, large time investment, marketing-only approach is unwelcome.

YOUTUBE, VIMEO
Various video sharing sites allow users to post videos, add comments and embed videos on their own Web sites.
Benefits: Brand exposure, feedback, two-way communication, and excellent SEO.
Drawbacks: Low click-through rates.

FLICKR, PHOTOBUCKET
Photo sharing sites allow users to post, organize, and share their images.
Benefits: Brand exposure, excellent SEO, user-generated content.
Drawbacks: Low click-through rates.

TWITTER
This micro-blogging platform enables sharing of 140-character messages and links.
Benefits: Brand exposure, feedback, two-way communication, click-through traffic.

Drawbacks: Large time investment, marketing-only approach is unwelcome, limited SEO.

10 Things You Can Do to Get Started in Social Media Now

  • -Determine your goals. Are you looking to build brand awareness, drive traffic to your site, convert visitors into customers or retain existing customers? Be clear about your objectives.

  • -Determine the audience(s) you are looking to engage, and research where best to find them.

  • -Outline your key messages, consider your tone and be aware of any issues that may arise around transparency.

  • -Select the social media outlets that best suit your goals, audience and message.

  • -Be aware of existing social media conversation about your business. Search for mentions, existing groups or other coverage – and respond to it as necessary.

  • -Create official profiles for your business ensuring they reinforce your brand and reflect your business’ personality and key messages.

  • -Grow your community. Invite your customers, friends and family members to join and contribute to your channels.

  • -Create and post content regularly. Be sure to solicit feedback and interact with your community. Answer questions and respond to comments.

  • -Integrate your social media channels into your website and other marketing collateral. Make sure people know about them and how to find them.

  • -Analyze your metrics regularly. Determine which social media outlets are best achieving your goals and don’t be afraid to ditch the ones that aren’t effective.

Additional Resources


BC Business Articles
Social Media: No “A” for Effort
https://www.bcbusinessonline.ca/bcb/bc-blogs/one-brand-clapping/2009/12/02/social-media-no-%E2%80%9Ca%E2%80%9D-effort

Social Media Lesson No. 1: Making Camp
https://www.bcbusinessonline.ca/bcb/bc-blogs/shift-key/2009/11/24/social-media-lesson-no-1-making-camp

The Cultivators 
https://www.bcbusinessonline.ca/bcb/business-sense/2009/06/30/cultivators

How I Finally Came to Twitter
https://www.bcbusinessonline.ca/bcb/bc-blogs/conference/2010/01/21/how-i-finally-came-twitter

Books
Friends with Benefits: A Social Media Marketing Handbook 

Darren Barefoot and Julie Szabo, 2009,

Trust Agents: Using the Web to Build Influence, Improve Reputation and Earn Trust

Chris Brogan and Julien Smith, 2009, John Wiley and Sons

What Would Google Do?

Jeff Jarvis, 2009, Collins Business

Purple Cow: Transform Your Business by Being Remarkable

Seth Godin, 2003, Portfolio Videos

Videos and Online Tutorials
Social Media Revolution (Video)
On YouTube

How to Use Twitter (Video)

How to Use Flickr (Video)

Web sites
Twitter 101 for Business
https://business.twitter.com/twitter101

Chris Brogan: Community and Social Media
www.chrisbrogan.com

Copyblogger: Copywriting Tips for Online Marketing Success

www.copyblogger.com

Mashable: The Social Media Guide

www.mashable.com

SEOMozBlog: The Web’s Best SEO Resources
www.seomoz.org/blog

GrokDotCom: Marketing Optimization Blog

www.grokdotcom.com/blog/