By Jessica Cook Woodrum, Director of New Media, ADCO
I keep getting calls. They’re from clients or people who know that I “deal” in the Web, and they’re all asking me some form of the same question. Some ask, “What the heck is a Tweet?” Others cry out in frustrated exasperation, “Everyone keeps talking about this FacePage and LinkedSpace, and I don’t know what it all means!” One overwhelmed client just cried out, “Help!”
All of a sudden, one thing was on everybody’s mind—What is social networking, and will it help my business thrive?
Where did this interest come from?
The intrigue into social networks like Facebook, LinkedIn, and Twitter has emerged in full force—for three reasons.
As the entire country watched the first African-American President get elected, they were also seeing the power of social media. They were seeing, potentially for the first time, an organization like the Obama Campaign capitalize on the strengths of these networks to achieve tremendous success.
Additionally, print and broadcast media outlets have embraced social networks as a part of the overall media landscape. National publications like USA Today and The Wall Street Journal—plus major networks like CNN, CNBC, and Fox News—have all jumped on board both the Twitter and Facebook trains. The trend is happening locally as well—with The State utilizing social media to promote breaking news and to drive traffic to their site.
Lastly, businesses across the world are struggling to survive in these economic times, and they are beginning to look wherever they can to find marketing tools that will help them thrive. In the midst of recession, fears of losing control of your company brand and of attracting negative PR by engaging in social networking and making your brand a topic of discussion have been overshadowed by the ever-increasing fear of financial ruin.
In short, as companies begin to see the power of social networking, as they begin to experience its growing use, and as they begin to seek out alternative methods of growing their businesses—they start asking: What is social networking, and should I care?
What is social networking?
Social networking is, quite simply, participating in an online community. This participation can take many forms, and the form changes based on whether you’re an individual or a business.
How do individuals use social networks?
Individuals post photos and videos, follow the lives of friends, and send messages. They play games, regularly inform people what they’re doing, and communicate with individuals and businesses. They view profiles of interest, search for information and expertise, and follow links of interest away from the network. They spend hours every day, every week, every month. They trust their networks, and they participate in them. They’re more devoted than any TV watcher or radio listener.
Are businesses using social networks?
In a word—yes. Individuals use social networks to engage with people within the community—and businesses use them for the same reason. Businesses want to connect and engage with customers, and social networks give them the opportunity to do so on an ongoing basis.
Big brands and small ones use social networks every day. Here’s how:
Many companies use social networks to drive traffic to their Website. Rather than (or perhaps in addition to) paying for traffic from search engines or sending emails and hoping for the click through, companies are engaging in online communities. They’re building unique, useful profiles that share relevant information; they’re gaining friends, connections, and followers; and they’re giving those people a reason to visit their Website.
The most progressive organizations see the “brand-building” value of social networks. They don’t see social networks as a way to increase sales necessarily. They see them as opportunities to connect and communicate with their target audiences—as a part of an overall effort to elevate their brands. These companies create profiles that position their brands. They keep customers informed about company products, services, and happenings through calendars, news items, groups, and messages. They participate in conversations about their brand and learn what customers are saying about them. In short, they engage with customers in a neutral space—authentically and openly—to build their brand and communicate their messages.
Should I care about social networking?
Social networking isn’t the latest advertising, marketing, or public relations gimmick that you can ignore. Social networking is life, and it demands that you care.
Every day, more and more people join and become devoted users of social networks. Every day, those active users spends hours online—viewing profiles, looking for information, communicating with other community members, and creating their own unique form of media. Every day, social networks are becoming more relevant and useful to the people you want to communicate with.
Every day that you’re not engaging with your target audience on social networks represents a lost opportunity to drive traffic to your site and build your brand. So get going. Get online and get engaged. Or get left behind.
But how?
Getting started on social networks means getting educated. Visit MidlandsBiz.com over the next few weeks and read my upcoming articles on social networking. I’ll be writing specifically about the three social networks that are gaining the most attention—Facebook, LinkedIn, and Twitter—and then I’ll be giving you some simple tips for using these networks to drive site traffic and build your brand.
View this article online at Midlands Biz at http://midlandsbiz.com/business_advice/jessica_cook_an_introduction_to_social_neworking/
About the Author
Jessica Cook Woodrum is the Director of New Media at ADCO, a strategic marketing, creative design, interactive media agency based in Columbia, SC. As Director, she leads the ADCO Interactive team, providing strategic vision for its operations, leading business development initiatives to expand its client base, and collaborating with her team of designers, programmers, and copywriters to develop new media solutions for clients in a variety of industries.
Passionate about online engagement, Jessica also consults with clients on how to integrate social media into their overall marketing plans and use it to accomplish their goals. She has written several articles and given many seminars on new media–all of which are focused on empowering people to get online and get going.
Jessica serves on the Steering Committee of Social Media Club Columbia and on the Board of Equality. She is also a member of Refresh Columbia.
