We’ve all heard about social media / new media / web 2.0. It’s the “new buzzword“. Some, especially large companies, react with fear. Are large corporates naturally averse to making cultural changes that are a prerequisite for social media to be successful? Do small businesses have a distinct advantage? Many people just want to figure out what social media is. What are its uses? And how do you implement its tools?
Using Social Media? – Plan it Right!
Social media is for everyone no matter what size the company is. It’s a different matter that implementing it is easier for small businesses than getting a large corporate body to move and incorporate it. The key is to have a planned strategy and start by getting to know your target audience. Where do they ‘hang out’ on the Internet? What do they participate in?
Act on Interaction
Large corporates would have to change their top down culture to a bottom up one! Only when there is a culture of independent thought and open, honest interaction can social media work. For this corporates need to encourage communication at all levels. There’s nothing more encouraging than a CEO blogging and letting others do so as well! Interactive participation is the key. And that requires a silent revolution in the corporate sector. On CEO blogging, you can take a peek at how Tony Hsieh of Zappos – twitter.com/zappos tweet.
In fact, I was very impressed when I heard that “most if not all” (sorry had to use this because I cannot be sure if it’s all) his employees are on twitter during tweet-a-ton 2009 video! You can check out the video by clicking on that link.
Social Media a source of Corporate Woes?
Large companies have to let go of the fear that’s stopping them from using social network sites such as Facebook, LinkedIn or Twitter. They have to stop resisting and go with the flow. Social media is the wave right now and they have to ride it! For that, they will need to give employees access to social media tools. Employees need to have a clear idea how social media tools fit in the overall scheme of things and then they have to be helped on how to use them. All departments need to be on the same page. For a large company this can be challenging. How does one interact with thousands of visitors or talkers out there? How much time can one set aside for this?! Is the scale too intimidating?
Social Media can bring Small Wows!
Social Media this is where small businesses enjoy a certain advantage. The Internet age provides them with a level playing field. Plan, target, observe, interact, listen and build one on one relationship with smaller groups. Sure, community building does take time. But it’s well worth the effort. It’s free for starters. That is, if you don’t count time as money!
Whether you’re a large company with an international or national footprint or a small proprietorship, here’s how to go ahead:
- Once you’ve figured out how social media fits in your business and you have a plan in place, get onto social network sites and observe
- Figure out how each site works, what kind of conversations are taking place and where does your company belong
- Sign up and make an impressive profile
- Start interacting and be genuine. Don’t talk about your products or services. Just get people to open up with you and listen to what they have to say
- Make sure to spend some time interacting with customers on your chosen sites everyday
If social media takes time, it also enhances your company’s reputation that no press release can. Plus, every single conversation you have on social network sites are a step towards creating awareness vis-à-vis your brand. Now, that should keep you motivated, shouldn’t it?
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Did you just say that social media is for everyone? I personally think that anyone can do it IF THEY WANT TO – but then there’s still the question of whether you really need it or you just WANT it. Not all businesses, especially the big ones, have time to engage in conversation. Also, you must determine whether your target market is actually on those social media sites. Because if they aren’t, what’s the use, really?
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