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Social Media Basics
Friday, 13 February 2009 14:07

While we in the WWW and Marketing realm have heard lots about “social media” lately, those in the non-virtual business world may not be as informed. While editing a Facebook page is second nature to some, millions of others are being left in the dust! I would like to make a tribute to those who are lost in the buzz with a few pointers and definitions (sorry for those in the know-how, but this is a great place to refer clients).

What is Social Media?

Social Media, specifically online, encompasses all networks and actions that encourage “community” and recognition (of an individual or business) through frequent activity. Just like one may network at mixers and events, so one also can easily, 24/7, online. Online networks and forums are a way to connect to, or “befriend” those with common interests or potential clients. Think Facebook, LinkedIn, Flickr, etc.

Why Should I be Involved in Social Media?

Because everyone else is. I know we've all heard that before, but it is the undeniable truth for this generation – your company’s future clients. Whether they are involved in social media for business or for leisure, the fact is that they are involved. Since we all know they are there, why would you not be? If you are interested in building your business or making money, you should be involved with Social Media. A few fun facts:
  • Facebook has more than 150 million active users (more than half of which are outside college).
  • Between 2006 and 2007, Facebook gained over 38 million active users.
  • LinkedIn saw record traffic in September 2008 with 11.9M unique visitors, up more than 10% from August (10.8M) and a gain of 193% since 2007.

Those are your potential customers, and getting involved is so easy that there is virtually no excuse to not hop on the wagon. -- But what if you don’t think it’s easy? Don’t know where to begin? I’d like to give a few basic tips and instructions on how to get going:

Facebook

Facebook is an easy-to-use, HUGE social group where people let others know what they’re up to, who they’re friends with, share pictures, write their thoughts, and much more. Your business has the ability to create a “Page” on Facebook, of which users can become a “fan”. When one person becomes a fan, his friends will see he did, which may lead them to click on your Page. You also have the opportunity to advertise and target specific users based on their interests, which statistics have shown to be quite effective. Some basic must-dos for Facebook:

  1. Create an account at Facebook.com. If you don’t know how, your child or young friend does.
  2. Fill up your profile with specific information about yourself. DO NOT only fill out work material – this is YOUR profile, not your company’s. It is important not to create a profile filled with fluff about your business, as visitors may be wary and see your intentions. Facebook can be fun on your own time too!
  3. Look for and befriend your friends. Try to find people you’ve lost touch with. Find colleagues. Have fun!
  4. Create a Page for your company/product. Fill in all of your company’s information. Remember to make the Page live when you’re done (look for a red link).
  5. Upload pictures pertaining to your company/product – staff, events, etc. Add upcoming events if you have any.
  6. If your company has a blog or news section on its website, feed posts from the website through the “Notes” section on the Page via RSS. Again, ask a friend for help with this if you’re lost.
  7. Become a fan of your Page and encourage your close friends to (if they don’t on their own). Keep your Page up-to-date with events and info about your company/product.

LinkedIn

LinkedIn is your online resumé. It records work history, education, recommendations, what you're working on, and what you do. It is especially beneficial to contractors and individuals, who can request recommendations from employers. LinkedIn is also a great asset to your employees, who can link themselves to your Company Profile. Some basic must-dos for LinkedIn:
  1. Make a personal profile at LinkedIn.com.
  2. Fill up your profile with your information. It will ask you for job history, education, honors/awards, a picture, and much more.
  3. When you enter in your work information, it will try to find your company. If it doesn't it will ask you to add your company. Add it!
  4. Fill in all of your Company's information. It will ask for a picture, number of employees, what it does, and more. Now, other employees can link themselves to this company profile.
  5. Feed your website's RSS blog or news into your LinkedIn profile if you think it will be appropriate. I would only recommend this if a large volume of posts will be coming directly from you - not corporate.
  6. Find and link to people you know and do business with.
  7. Request recommendations from those you've worked for.

Twitter

Twitter is the simplest, yet perhaps most perplexing social media site. It asks one simple question: "What are you doing?". It also enables you to "follow" other Twitter users (who may opt to follow you) and read their "tweets". Social Media cheerleaders rave about Twitter, but I am semi-skeptical of its full potential. Some basic must-dos for Twitter:
  1. Before you begin, think about how much you want to separate yourself from your business. Decide whether you want two separate accounts, or a hybrid that would represent both. A good rule of thumb is: if you have employees, make two separate accounts. This way, they  can contribute (without misrepresenting you as an individual).
  2. Sign up for an account at Twitter.com.
  3. Upload a profile picture (maybe a logo) and input your info. You will be asked for a web address and a short bio.
  4. Tell Twitter what you are doing! Update whenever you have something meaningful or useful to followers. Don't just link to yourself, share all kinds of cool things you find on the web (usually relevant to your industry) with followers.
  5. Search for and follow people!
  6. If you think it's appropriate, feed your website's RSS to Twitter via TwitterFeed.com.
  7. Repeat steps 4 and 5.

Now What?

Stay active. If you aren't committed to being active, or you can't get someone to help you that will be, then don't expect results. Results come from building your network through activity, and then effectively communicating to that network. Post events, ideas, and other interesting or useful information. Get people to love what you have to share. If you are useful to those around you, people will want you to succeed.