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Ithaca Public Relations
USING SOCIAL MEDIA
| The Insider - Using Social Media |
Think about the local businesses in your city that you’re totally and
completely dedicated to and always patronize. Why is it that you’re willing
to pay more for their product or service? Why do you drive across town,
past their lower-priced competitors, to purchase a not-exactly-what-you-
want product from them? Why do you tell your friends about them?
I’ll bet these are two of the reasons why:
1. They always have a minute to talk, and ask how you are.
2. They chat with you and make you feel like they genuinely appreciate
your business.
MAKE SOCIAL MEDIA WORK FOR YOUR BUSINESS
Social media offers you an opportunity that traditional marketing,
advertising, press coverage and promotion don’t offer. The opportunity to
engage your clients (and prospective ones) in meaningful two-way
conversations. The kind of conversations that can help you build the
loyalty with them, that the higher-priced local business on the other side
of town has with you!
Are you using it that way?
I ask, because most businesses aren’t. What’s worse is that they’re
investing a lot of time in it, but aren’t getting the kind of return on it that
they could be.
The Insider is not social media. Sure, it’s cyber communication. But,
unless you e-mail me about what you’re reading right now, and I reply to
you, we won’t engage in conversation. You won’t get an individual reply
from me, thanking you for subscribing, inquiring about how business is,
and personally asking you to suggest a topic you’d like The Insider to
cover. You’ll read this, and at best, the words I’ve written will motivate you
to think and act differently where social media is concerned.
In recent times, true “social media” started with Myspace. It eventually
expanded (or gravitated) toward Facebook. Twitter, Linkedin, blogs, etc,
also appeared., but Myspace started it. You could create your own
personal page or space in the cyber world, and you and your friends
could keep in touch without having to talk on the phone, or get in the car.
You participated at your convenience. Long-lost friends from high school
or college reconnected. Pictures of family and friends were exchanged,
people posted comments and sent messages to one another, and two-
way conversations began. Friendships, bonds and loyalties were
strengthened or rekindled through the two-way conversation that social
media provided.
Are you engaging your clients (or prospective ones) in the same way on
your social media platforms?
Or, are you doing the traditional marketing, advertising, press coverage
and promotion thing?
ONE-WAY COMMUNICATION
Your advertising, your brochures, your flyers… even press coverage, are
all one-way communication. You use them to announce a sale or special,
introduce a new product or service, remind them that you’re here, and
encourage them to come in. But, it’s still just one-way communication. It’s
you controlling the message they receive, and there‘s no opportunity for
them to respond.
The loyalty and commitment-building doesn’t begin until, or if, they walk
through the door. And until they do, you don’t know if they’re even getting
your message.
START THE TWO-WAY CONVERSATION
Use your social media platforms to thank your customers. A simple thank
you for subscribing or being a fan or follower. Or for doing business with
you. Post the thank you on their social media platform. Offer free advice
or tips… share your expertise or talent with them… no matter what it is.
Post a comment on their Facebook page, blog, etc., about something they’
ve posted. Be their biggest supporter. Randomly name a good client or
customer your “customer of the day” every now and then for no reason at
all… or for some accomplishment/milestone they’ve achieved that has
nothing to do with your business. Adopt a cause or charity that’s
important to you, and tell them why you adopted it. Cause-related
marketing is an excellent loyalty builder. Even if the cause or charity isn’t
important to them, we all like to do business with someone who gives
back to the community.
Then mix in just a little bit of the marketing and promotion. ( You know you’
re going to, so I may as well suggest it… LOL)
THE BOTTOM LINE
Creating the two-way conversation with social media can involve a
serious time commitment. Would you be better served by building a small,
loyal following that patronizes your business often, or a huge one that
percentage-wise, doesn’t bring a lot of people through the door?
If you’re one of those people whose time is always at a premium, go for
the small, loyal following. Social media can work like word-of-mouth. Loyal
online fans and followers will eventually spread the word about you
virally. It may take a little longer, but the time you save is time you can
devote to other parts of your business or organization.
Posted on 4/11/10
completely dedicated to and always patronize. Why is it that you’re willing
to pay more for their product or service? Why do you drive across town,
past their lower-priced competitors, to purchase a not-exactly-what-you-
want product from them? Why do you tell your friends about them?
I’ll bet these are two of the reasons why:
1. They always have a minute to talk, and ask how you are.
2. They chat with you and make you feel like they genuinely appreciate
your business.
MAKE SOCIAL MEDIA WORK FOR YOUR BUSINESS
Social media offers you an opportunity that traditional marketing,
advertising, press coverage and promotion don’t offer. The opportunity to
engage your clients (and prospective ones) in meaningful two-way
conversations. The kind of conversations that can help you build the
loyalty with them, that the higher-priced local business on the other side
of town has with you!
Are you using it that way?
I ask, because most businesses aren’t. What’s worse is that they’re
investing a lot of time in it, but aren’t getting the kind of return on it that
they could be.
The Insider is not social media. Sure, it’s cyber communication. But,
unless you e-mail me about what you’re reading right now, and I reply to
you, we won’t engage in conversation. You won’t get an individual reply
from me, thanking you for subscribing, inquiring about how business is,
and personally asking you to suggest a topic you’d like The Insider to
cover. You’ll read this, and at best, the words I’ve written will motivate you
to think and act differently where social media is concerned.
In recent times, true “social media” started with Myspace. It eventually
expanded (or gravitated) toward Facebook. Twitter, Linkedin, blogs, etc,
also appeared., but Myspace started it. You could create your own
personal page or space in the cyber world, and you and your friends
could keep in touch without having to talk on the phone, or get in the car.
You participated at your convenience. Long-lost friends from high school
or college reconnected. Pictures of family and friends were exchanged,
people posted comments and sent messages to one another, and two-
way conversations began. Friendships, bonds and loyalties were
strengthened or rekindled through the two-way conversation that social
media provided.
Are you engaging your clients (or prospective ones) in the same way on
your social media platforms?
Or, are you doing the traditional marketing, advertising, press coverage
and promotion thing?
ONE-WAY COMMUNICATION
Your advertising, your brochures, your flyers… even press coverage, are
all one-way communication. You use them to announce a sale or special,
introduce a new product or service, remind them that you’re here, and
encourage them to come in. But, it’s still just one-way communication. It’s
you controlling the message they receive, and there‘s no opportunity for
them to respond.
The loyalty and commitment-building doesn’t begin until, or if, they walk
through the door. And until they do, you don’t know if they’re even getting
your message.
START THE TWO-WAY CONVERSATION
Use your social media platforms to thank your customers. A simple thank
you for subscribing or being a fan or follower. Or for doing business with
you. Post the thank you on their social media platform. Offer free advice
or tips… share your expertise or talent with them… no matter what it is.
Post a comment on their Facebook page, blog, etc., about something they’
ve posted. Be their biggest supporter. Randomly name a good client or
customer your “customer of the day” every now and then for no reason at
all… or for some accomplishment/milestone they’ve achieved that has
nothing to do with your business. Adopt a cause or charity that’s
important to you, and tell them why you adopted it. Cause-related
marketing is an excellent loyalty builder. Even if the cause or charity isn’t
important to them, we all like to do business with someone who gives
back to the community.
Then mix in just a little bit of the marketing and promotion. ( You know you’
re going to, so I may as well suggest it… LOL)
THE BOTTOM LINE
Creating the two-way conversation with social media can involve a
serious time commitment. Would you be better served by building a small,
loyal following that patronizes your business often, or a huge one that
percentage-wise, doesn’t bring a lot of people through the door?
If you’re one of those people whose time is always at a premium, go for
the small, loyal following. Social media can work like word-of-mouth. Loyal
online fans and followers will eventually spread the word about you
virally. It may take a little longer, but the time you save is time you can
devote to other parts of your business or organization.
Posted on 4/11/10
| Ithaca Public Relations 159 Snyder Hill Road Ithaca, NY 14850 607-280-3840 info@ithacapr.com |
Using The Advertising Philosophy
to generate news coverage...
Gadabout Transportation Services
used it to garner t.v., radio and
newspaper coverage on two
different occasions for two different
stories.
to generate news coverage...
Gadabout Transportation Services
used it to garner t.v., radio and
newspaper coverage on two
different occasions for two different
stories.
| Courtesy: Ithaca Journal |
Courtesy: News10Now
Want to know more?
Contact Us today to discuss how
our experience and proactive
approach can provide solutions for
you and your organization.
Contact Us today to discuss how
our experience and proactive
approach can provide solutions for
you and your organization.
Press Releases...
Effective press releases do more
than just generate news coverage,
they can help shape your public
image. read more...
Effective press releases do more
than just generate news coverage,
they can help shape your public
image. read more...
Your press kit...
Jay Conrad Levinson, The Father of
Guerrilla Marketing, has some
great ideas about press kits.
read more...
Jay Conrad Levinson, The Father of
Guerrilla Marketing, has some
great ideas about press kits.
read more...
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