The social media revolution is well underway. Both B2B and B2C companies have more opportunity than ever before to adopt online technologies as a means to connect with customers, media and curious industry onlookers. Those doing so are among the relative minority taking advantage of such influential “2.0” tools.
So, how do you go about adopting such social tools? More importantly, how to you convince your organization that social media is right for the company*? (*Social media is right for your organization) How do you champion your organization’s efforts to enter the “2.0” world? We developed a few simple and actionable steps to help the process.
1. Determine the influencers (trade media, analysts, social media leaders) in your industry
This first step indicates whether or not the “important voices” in your market are actively using social media. Yes, social networks are abundant and finding individuals throughout t
he Web sounds daunting. However, the fact is that there are many free tools to find such individuals in a matter of minutes.
Check out Listorious for Twitter, LinkedIn groups for industry thought leaders and discussion forums or simply do a quick Google search to learn which journalists have covered your industry.
This information will prove that industry influencers are not only using social media for personal reasons, but more importantly to discuss and ideate about trends and interests – you may find that they’ve actually mentioned your company.
2. Determine which social sites best suit your company
The truth is that every social networking site is not for your company (exceptions may exists). For the masses, any person or agency that tells you otherwise is socially (in a “2.0” kind of way) crazy. Take, for example, a company selling a niche B2B technology. Realistically, its prospects and trade analysts will not be sharing their business thoughts with Facebook friends. They will, however, be members of LinkedIn communities and will be included on Twitter lists.
B2C companies have the liberty of engaging consumers via consumer-facing social platforms, including photo-sharing sites like Flikr. Fortunately, although the number of social sites is semi-limited for B2B companies, the individuals and communities discussing the given industry will likely be much more active and passionate than traditional consumers as the dialogue will be more in depth and product focused.
Regardless of your target market, research the “big three” (LinkedIn, Facebook, Twitter) for those talking about the industry and determine which sites will benefit the most from your company’s input. With this insight, explain which platforms will garner the greatest return on your time and energy.
3. Determine the plan for engagement
This step is crucial and generally more complex than it sounds. Social media is great for seeking and providing immediate feedback, answers or insight for questions ranging from which kitty litter kills the smell to how a company can improve sales efficiency. With this in mind, the timeliness in which a company responds is as crucial as the response it gives. If belated, a company runs the risk of a competitor answering/contacting the curious individual or may find that the response has been drowned in a sea of commentary. Tools like Radian 6 significantly help this process.
Prior to entering the social sphere, your company must determine the point of contact for all social media inquiries and opportunities (yes, these are two separate items – will is addressed below). If your company has the resources, this person should be community manager. If your company is shy of expendable personnel hours, this can be one individual with a wealth of knowledge about the company. You’ll want to find somebody who can provide intelligent and insightful responses from your company’s perspective quickly and efficiently.
Make sure your company understands who will be responsible for managing its social efforts, and encourage others within the organization the keep an eye open for engagement opportunities.
4. Determine the level of engagement (watch, learn, participate)
In order to avoid bottlenecks and uneasy executives, clarify the extent in which your company plans to engage via social networks. Will your company be 100 percent responsive to unhappy customers/prospects that may be nay-saying your company? Will your company initiate conversation via LinkedIn Groups and Twitter? Will your company advise the community manager to seek any opportunity in parallel to your company’s industry that will further establish thought leadership?
Ease the worries of company execs by starting small. Dip your toes in the cool waters of social media and study tactics and best practices from influencers within the given platform. Learn from example. Take note of opportunities and protocol for conversations and commentary. When the time is right, engage.
5. Determine how the company will be consistent and intelligent with social media practices
Now that the company has bought in, be consistent in your social practices. Make a habit of checking your LinkedIn Groups or Twitter lists daily (at most weekly) to learn the latest industry “buzz” and opportunities to contribute. If additional employees wish to participate, or if employees are discussing your company on their personal social pages, determine whether or not an internal guide for using social media is in order. Individuals will use social media – telling them not to will likely result in negative online fodder. Encourage them and advise them, and reiterate their ability to be a positive face on the organization.
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This list is purely a means to introduce social media to those who may be unfamiliar with the goodness that exists within social practices. Discuss which sites and platforms appeal most to you and your colleagues, and then find a way to replicate such activity with your own insight and expertise.
