When virtual becomes reality
Companies establish valuable connections with customers through social networking
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,
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.
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
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.
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.
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
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