I frequently hear, “how do I advertise my business using social networking sites?”. The short answer is, “you don’t!” (Unless you purchase pay-per-click or pay-per-impression ads from the site itself.)
Social networking sites are for networking and engaging your visitors, customers and prospects. Your friends, fans, followers, connections, etc…do not want to see a constant stream of your “advertising” just like they don’t want telemarketers calling them. Caller ID, screening phone calls and the National Do Not Call list all help you avoid telemarketers.
Did you know that all social networking sites have features that help you avoid people who are only there to “advertise” their business? Well on Facebook people can delete you as a friend, hide your status updates from their news feed or remove themselves from being a fan of your Fan Page. On Twitter, you will get unfollowed or blocked. On LinkedIn, you will get deleted as a connection. Each social networking site has tools in place to help people protect themselves from spammers and from “friends” who advertise their business too much!
Using social networking sites for business does NOT mean “advertising” your business.
Social networking sites should be used to:
- Build an awareness of your business by having a presence on social networking sites.
- Share useful, relevant information that positions you as an expert in your field.
- Interact with friends, fans, connections, followers and visitors to build or strength relationships.
- Answer questions that pertain to your industry or area of expertise so people start seeing you as a “go-to” resource.
- Provide others with information that you come across that relates to THEIR industry or providing them with referrals. (You need to have a givers gain attitude.)
- Improve your Customer Service, Public Relations, Technical Support, Client Retention or Employee Recruiting efforts by expanding your reach and providing real-time answers or info.
- Gain industry knowledge that will keep you at the top of your game.
- Keep an eye on what your competitors are doing.
- Read what others are saying about your company and respond to their complaints, concerns, questions or compliments!
- Seek out people and resources that can help you grow your business.
- Make contact with potential joint venture partners.
What? You also want to generate leads and increase your sales? You CAN if you approach “social networking for business” in the above manner. If you approach it purely from an advertising or marketing stand-point, your presence on social networking sites will do more harm than good for your company!
Social networking for business is NOT advertising, it is NOT a monologue…it is a conversation. If you want to join this conversation, I invite you to leave a comment below.
Kimberly Yow
Marketing That’s Easy.com
Facebook Fan Page: Social Networking 4 Biz
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