Two steps to social media success

jfouts
Janet Fouts CEO, Tatu Digital Media

Posted on April 19th 2009

It sounds oversimplified, but really there are only two steps to being effective in social media.

Step 1
Listen. Set up listening tools like Techrigy's SM2, Radian6, BuzzLogic,Trackur, Search Monitor, Backtype, Google Alerts, Monniter, Sideline and Twilerts to find out what people are talking about related to your industry and your company. Each of these tools has their strengths and you need to match the tool to your budget as well as your needs.You may want to use more than one to focus on different keywords but it can be counter=productive to have too many alerts going. If they're all reporting the same information it can get very noisy! Most of these have trials and several are free, so don't feel like you need to start with the most expensive package. The point is to start finding out where conversations are happening and what people are talking about.

Step 2
Engage. Do something with the information you've gathered. Are people:

  • Asking questions about your products? Answer them and offer help.
  • Complaining about your brand? Turn it into an opportunity to convert by solving their problem and letting them know you are paying attention to them.
  • Saying positive things about you? Thank them. Let them know they've been heard and you appreciate their support. Inspire loyalty.

Like any dance you have to repeat the steps. Over and over again. Once you've connected with people, make sure you stay connected. Not in a”capture those sales leads for the database” sort of way, but in a real human connection. If you're both on a social network ping them occasionally with information or answer questions they post to the network. Every time you touch base with them you deepen the relationship and you have an opportunity to make it even better.

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jfouts

Janet Fouts

CEO, Tatu Digital Media

CEO of Tatu Digital Media, a San Jose Digital Marketing Agency. Founded in 1996, Tatu Digital  creates effective social business strategies, manage social media presences and brand reputation and pay per click marketing for a range of clients from tiny non-profits to Fortune 50 corporations.

Janet is a frequently requested speaker on the topics of digital marketing and social business at conferences and within corporations around the world.  She has written 4 books, Social Media Success!Google+ for Business tweetSocial Media PR tweet and Social Media Nonprofit tweet, and blogs at JanetFouts.com and Tatudigital.com with actionable business advice for today's social business.

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Comments

AndreeNg
Posted on April 19th 2009 at 11:05PM
The convenience that Social Media brings to the table is invaluable, in that it can re-define customer support operations for businesses.  Traditionally, you would dial in to a call center in which case you could be put on hold several times as you constantly get forwarded from one "specialist" to the next, until you finally get to a person who may or may not even know the answer to your question(s).  In the end, you find yourself wasting a tremendous amount of time.

Social Media services, such as Twitter and Sonewe. can really help your business reach out to its customers directly.  Utilizing services such as Sonewe will allow customers to contact subject-matter experts and receive professional advice and knowledge that can help you achieve your business goals.  With Social Media, you can realize the power of your network.

JenniferPancamo
Posted on April 20th 2009 at 12:51PM
How would a company go about implementing social networking?  Is there one way that is more effective then the rest or is it best to spread out over a variety?
jfouts
Posted on April 20th 2009 at 1:10PM
Jennifer. There are a LOT of ways to create and implement a strategy. Before you can set the strategy up you need to define who you're trying to reach and a few other factors. What I've posted here is distilled down to the absolute minimum.

 

Here's a link to a talk I did on social media strategy and some links you may find useful. If I can help email me any time janet at janetfouts.com
JenniferPancamo
Posted on April 20th 2009 at 1:32PM
Janet, Thank you for the link to your video. I will be e-mailing you today with other questions.