How to Use Social Networking Sites to Drive Business: Social Network Marketing
Marketing through social networks isn't as much about selling your product, as it is about engaging your followers. 'A lot of people have started Facebook fan pages with no clue to how it can benefit them,' says Jim Tobin, president of Ignite Social Media, a social media marketing agency based in Cary, North Carolina. 'You have to think above your product.' The goal of the community-based environment of social networking sites is to provide a platform for an open, honest conversation.
The companies that are most successful at converting followers into dollars are those who interact most with the users and frequently post content related to their brand. Facebook's Fan Page is probably the best example of how you should be marketing you company through social networking sites. The page acts as an upgraded user profile for brands, companies, and organizations to be as involved as the users, and has plenty of tools to help you do so. As users become 'fans' of your page, all of your activity appears in their News Feed each time they log on. There's also a useful feature called the Insights tool, which allows you to analyze page views, the demographics of your fans, and the number of people who view (or stop viewing) your News Feed posts.
Outdoor Technology, a Los Angeles-based manufacturer of clothing and gear for skiers and snowboarders, initially sold merchandise directly to retailers. But after the company began actively using their Fan Page last September, revenue from e-commerce went from zero to $25,000 in three months, says CEO Caro Krissman. The page has now amassed over 11,000 fans. 'We saw Facebook as sort of a sweet spot for where our target market is,' says Krissman. 'With the ability to target users in such a focused way, we felt like there really wasn't a better forum to go about [marketing online].'
'Fan' features your company should be using:
1. Comment on other users' content or profile posts. By responding to what your followers post to your profile, you show them that you appreciate their interaction. If they know they have your attention, they'll keep coming back.
2. Ask questions on your wall. Facebook users love to be heard. It can be surprising how many responses one question can elicit. 'It starts to snowball,' says Safko. 'What you'll find is that the conversation will branch off and start another one.'
3. Posting links or threads. 'One thing fan pages lets you do that Web pages don't is encourage viral spread,' says Tobin. If you have any content that you want to circulate quickly, the fan page is the perfect tool.
4. Posting relevant events. By posting upcoming events your company may be part of or hosting, you can help drive more attendees to the function. And for those who can't come, they get a glimpse at how active your business is within the community or industry.
Dig Deeper: How to Advertise on Facebook
Social Network Promotions
Remember, it's called a social network, not a 'business network.' Coming off as a pushy or shrewd salesperson peddling a product could scare away your Facebook friends and LinkedIn connections. Remember to be genuine and personal.
Here are the things you should do when promoting your company or product through social networking sites:
1. Make it benefit-based. Make the customer feel that they need to participate in the promotion. Is the product or feature available for a limited time? Are you offering exclusively to your followers on a particular network?
2. Talk about new or uncommon features. Even if you have a relatively popular product, there may be some things consumers don't know about it. What are some new or different ways it can be used?
3. Include some discounts and savings. Offering discounts on products is usually a shoe-in to grab customers' attention. Krissman, of Outdoor Technology, says he posts promotional codes that users can fill out on the company's website and get up to 30 percent off a product. Not only does it drive more buyers to your product, but it also brings more followers to your page.
Here are the things you shouldn't do when promoting your company or product through social networking sites:
1. Don't continually have sales-related messages. There are other ways to promote besides selling your product. Comment or ask questions about news or topics in your industry. 'They will easily ignore you or unsubscribe you if you continue to push a sale,' says Tobin.
2. Don't set up an expectation, then cheat on it. If you announce to your followers that your purpose is to give advice, don't turn around and start selling. 'If you violate that expectation, people are going to get upset and they're going to leave,' says Tobin. Again, make the sale subtle – how can your product help them achieve the advice you're giving?
