How a business uses social media depends on what they’re trying to accomplish (their business goal), along with where their intended audience is (among other things). But, there are definitely things that every business should do with social media, because a good deal of social media success involves listening and being available where your customers are. Here’s my list. If you have suggestions, please leave them in the comments – I intend to add & update this list occasionally (social media is evolving, after all)
- Blog – Blogs are a great and relatively easy way to produce new content, which keeps the information you provide to your customers fresh. Blogs also are a more informal way to interact with your customers.
- Have a Twitter account – Hopefully you’re interacting and providing great information for your customers on Twitter, but, if nothing else, at least use your Twitter account to listen to what your customers are saying (if you feel more comfortable interacting with them through other channels – just make sure to respond).
- Be on Facebook – Even if you only have a personal account on Facebook, you’ll be able to join industry groups and get a feel for what your customers are saying. When you get braver, try a Facebook fan page for your business.
- Have a LinkedIn profile – LinkedIn is a great online resume. Give recommendations to people and ask for them from your customers. Because the recommendations link directly to the profile of the person who gave them, they have more value than just posting quotes on your website.
- Read. A lot – It may not seem very social, but keeping up with what other people are saying in your industry is important. Read what your customers are saying. Read what your competitors are saying. Read what industry associations and publications are saying.
- Listen – Similar to reading, but listening also involves checking out forums, discussion groups, groups on LinkedIn and Facebook, and anywhere your customers are. Listening is important for not only knowing what your customers are saying about you, but what they’re saying to each other. (Listening should be the first step in any social media plan – find out what’s going on before you bud in with your own two cents.)
- Comment – Spend some time commenting on what other people are saying, Be respectful.
- Have an opinion – It’s hard to stay neutral all the time. Having an opinion let’s people know where you stand (and shows a bit of personality).
- Be Transparent – A lot of businesses feel like they have to hide who they are online. It’s pretty difficult to lead two lives, so while keeping personal stuff offline is always a good idea, try to be true to who you are online (avoiding tmi – too much information). Customers will appreciate knowing the people behind a company.
- Have a Personality – Related closely to #9. People do business with people. They want to know who you are. People with some personality are easier to do business with.
What else should every business do with social media?
(photo by amrufm @ Flickr CC)
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