Social networking with Business Link

14 May 2009

Can social networking help boost your business?

It would be difficult to find someone who has not heard of Facebook, MySpace, Twitter or YouTube. Whilst you may have heard the names do you realise what they might mean to your business?

Social networking websites have gathered an incredible following over the years. People – and possibly your customers love them. This is where it gets interesting.

Deborah Wyatt, Business Link explains, ‘Many businesses have not woken up to the fact that their customers are using these sites. So whether you agree with them or plainly do not understand them, as a marketing tool they shouldn’t be ignored.’

So what is Social Networking

Social network websites focus on building online communities of people who share interests. People come together on these websites to talk to one another and share their thoughts – birds of a feather flock together.

For example you might find a group of people talking about cars, politics, coffee, aftershave, perfume. Topics are wide as they are wonderful.

So what’s in it for yourbusiness?

There are four options:

Personal
Networking
Advertising/marketing
Research.

The first option is a given. The second, networking, has obvious advantages for you and your business.

Advertising and marketing your business on these sites must be done with care. Take your time to research your audience and, if you want to use this medium, don’t start and then stop. Ensure you commit time and resources to keeping your pages up to date and relevant.

Research

Even if you are not sure about broadcasting your business on these sites, you could use it as a research tool. As mentioned before social networking sites offer an insight to what these communities are talking about. In Twitter’s case you can see an almost real-time measure of specific issues.

Some brands, reportedly, including Norwich Union have used these forums to research customers’ thoughts towards their brand. However, as with all research be careful not to rely on just one sample.

Other brands have been using the sites to offer promotional incentives. Thinking about your audience, what are your objectives? Tailor the promotion to the medium.

Get going

First things first, logon onto the internet and start searching these sites for your competitors. If you can’t find any try some brands that you are familiar with, Barclays, Honda, Levis and the BBC. It should give you a good idea of how to get your message across.

The easiest way is to start by simply building a profile of your business or service.

The tools that come with these sites are all straight-forward to use and free.

A word to the wise

There can be a dark side to all of this. Getting it wrong can have a direct impact on you and your business. If you make a mistake you are opening yourself up to critics.

Always remember to enter into the spirit of the medium you are using. Use their language, observe any online etiquette and try, above all else, to connect with your audience and not the other way around.

So where do you go from here. Simply log-on and try it.

For more information:

Webiste:www.businesslink.gov.uk/southeast/online-networking

Telephone: Business Link 0845 600 9 006