Leading Business Networking | September | 2013 | Page 10

When virtual becomes reality
By Kyla Martin | Chamber Staff
The virtual world affects reality now more than ever. If a business isn’t on Facebook, Google doesn’t fully believe it exists, and neither do many consumers. Companies everywhere are determining what social media means for them, and as social media changes, those definitions must keep pace. Whether companies are posting daily or weekly, they must be prepared to adapt to the continually changing virtual reality. The closer the relationship between a company and the consumer, the more important it becomes to communicate with followers through online networking. Large brands use social media to solidify relationships with existing customers without the expectation of increasing business. Small retailers, though, experience the most monetary benefit from social media. If they post several updates a day, their local followers can be enticed immediately, and their businesses will increase. “It changes their opinion on what to do that night or that next day or that coming Saturday,” says Chad Root, president of Spearhead Sales & Marketing. Root says local restaurants doing social media right can double their business. Contests, sales, and new food or merchandise are ideal for advertising through outlets like Facebook and Twitter. Cam Snyder, owner of Chubby Trout, says social media is key for his restaurant. “It’s a way for us to extend our marketing and advertising past traditional media,” Snyder says. Snyder says many people walk through his restaurant’s door because of the food and drink items they see on Chubby Trout’s Facebook page. The restaurant features breweries and delivers food specials daily on Facebook, enticing viewers with photos that make them want the real thing. Companies selling products and services to other businesses and not directly to consumers, also known as “business-to-business” companies, do not benefit as much from social media pages. “You’re downstream so far that having a Facebook page doesn’t do a lot for you, other than Google likes to see backlinks from that Facebook page and it gives you more social relevance,” Root says. “Even though you’re a B2B company and a Facebook page really doesn’t make a lot of sense, you’re still going to get dinged if you don’t have one.” B2B companies need to remember not just to post for the sake of posting, Root says. That

Companies establish valuable connections with customers through social networking
will result in content that only clutters followers’ walls. If companies are going to post, they should take their time to make it insightful. Doing this just a couple times a month will do more for B2B companies than posting every day. Without the need for constant coverage, marketing agencies like Spearhead are simplifying the process. A company’s website and social media platforms can be consolidated into one program, streamlining online presence. While social media is important in this age of business, company websites still come first. Those contain more information than can be packed on a Facebook page, and can be personalized to communicate a specific feel to viewers. “What we believe a website really should do ... is just be the virtual reflection of your space,” Root says. Not every company creates a mirror image of itself online, however. Snyder says Chubby Trout reaches a new market because of its online presence, but each company must consider how an online persona can best build connections or attract consumers.

The new socialism Every business needs a social networking

plan. It’s one of the best ways for retailers to connect directly with consumers, but B2B companies also can establish relationships with an effective plan. Take a look at these three ideas and consider whether they fit in your business plan.

Customers have a huge voice on this review-dominated site. This tool is highly preferred by customers on the move – those visiting a new location or wanting to find a recommended place close by. Yelp sells preferred placements and additional listings to companies wanting an edge when consumers go searching.

Perhaps not the most well-known, this growing idea puts businesses in a better place when the search engine churns out results. Customers can find the most relevant information about your company or store if you own your page and keep it updated. The backend can generate data on who is influencing and reacting to your content, too.

The dreaded daddy of social media, you still need a Facebook page to be viable. A quick search on the app 1 billion people use can confirm y