Using Social Media as a Marketing Tool

Is social media a fad? Maybe for Charlie Sheen, but when used effectively, Tricia White, Senior Business Advisor of the Massachusetts Small Business Development Center, said it can help your business grow and connect with customers.

White spoke at last Tuesday’s Stoughton Chamber of Commerce March meeting, held at the , and said social media represented a “fundamental shift in how we communicate.”

She said businesses, at minimal costs, can use social media platforms like Facebook, Twitter, YouTube, Blogs, LinkedIn, and even Myspace and e-newsletters as a way to build your company’s brand, market your company and better connect and build relationships with your customers.

“It’s not about you, it’s about the customer,” White said. “It’s how we make it easier for the client base.”

And, social media networks, White said, allow businesses to share information and gather customer feedback.

A social media presence can also improve your company’s presence on the web, otherwise known as search engine optimization (SEO).

To further increase your SEO, White suggested immediately registering for an account on Google and to utilize three of their basic tools: Google Alerts, Google Maps and Google Analytics. These features will allow business owners to monitor and track what is being said and written about their company, list their company on Google Maps and Places and track how people are finding your website on the internet.

Facebook and Twitter allow for business to consumer contact and are effective tools in building relationships with the consumer, according to White. Facebook provides additional advertising opportunities while Twitter can provide followers with real-time updates.

YouTube provides businesses the opportunity to upload and share videos and share information about their company.

White said blogs are like a diary of your website and company and help to further increase the conversation between the business and the consumer. Blogs can also be used to help cross-promote events and even your company’s website itself.

As for Myspace, White said, “you may not want to be on Myspace, but if you’re customers are, you should be,” noting it is still an effective tool for musicians and artists.

With any network, she said it was important to consider if your target audience was there and using that medium.

White said a good place to start expanding your social media footprint was LinkedIn, a place to post your resume online, brand your business and connect with other businesses and individuals.

The most important thing to keep in mind, White said, is to “be smart about the things you do and say” when using social media. Don’t provide inappropriate information, whether it is business secrets or offensive/lewd comments or pictures.

She suggested making a distinction between your fan pages and personal pages on websites like Facebook and Twitter. Use a headshot for your personal page, but use your company’s logo for your business fan page. This way a consumer (or friend) can “differentiate who is talking to me.”

White said that while social media grows overnight, building a personal network using social media can take time.

For more information visit http://www.msbdc.org/semass/video/ and click on the presentation for “Marketing Strategies Using Social Media.”