Social networking

A client recently found somebody on LinkedIn that she worked with five years ago. She got back in touch and new business followed.

I have met people via Twitter conversations that I would never have come across using other forms of networking — my potential reach is now far larger.

A number of different social networking sites are available including LinkedIn, Twitter and Facebook. I use a combination of different sites in order to reach different audiences.

But consider the following before you start: n Strategy: You need to understand why you want to use social networking. Do you want to build your brand and reputation, get feedback from your customers, increase hits on your website, provide customer service or provide or receive information?

Make sure your social networking strategy links with your whole marketing approach and that you are communicating the same messages. Also, consider the amount of resource (time / people) that you can spend on social networking. One of the results of your strategy should be a plan for which sites to use in the short/long term.

n Policy: You will need to check whether your company has a policy on social networking. If you are the owner, you can decide how you want your employees to engage with the sites.

n Profile: Your profile on the sites includes information about your business, a picture of you (not your business logo) and a link to your website or blog. It should be used to find you, promote your business and encourage people to go to your website.

Craft a profile paragraph containing your search engine optimisation keywords to use with different sites. By registering with a number of sites you are increasing your Internet footprint and the chance of you being found.

n Social: The relationships need to be based upon more than business. You would not go to a face to face networking meeting and simply sell — so behave similarly in an online environment.

Share information and contacts as well as things about yourself — allow people to get to know you (remembering that it is a global environment).

n Etiquette: Your online presence should reflect your business values. If you would talk politely and thank your customers or contacts in a face to face environment, you should do the same online.

n Communication: Remember you are talking to people — have conversations, share information and share contacts. Be aware, the short conversation about ‘what type of biscuits people like’ may seem irrelevant, but provides a starting point between people who may eventually do business.

n Business versus personal: There is an overlap between personal and business networking. Some of your business colleagues may also be personal friends. It is up to you to decide how far you want that crossover to go. Some people share stories of their children and family. Decide what you are comfortable with.

n Global: If you are using the sites for business you need the world to be able to see them. Remember everybody can see everything you say – positive, negative and personal!

n Time: Many people say they do not have time to spend on social networking. Think about how long you spend on other forms of marketing and develop a strategy. Set up your profiles and learn the tools available to help you.

n Update: If you start with social networking, make sure you have the strategy in place to continue. There is no point investing the time to start if you do not carry it through.

I have been using a number of social networking sites for just over a year.

The time I have invested has been repaid in terms of business leads, referrals and building my brand and reputation.

Social networking can be used in a number of ways and with a number of outcomes. Many of your competitors and customers are exploiting these new technologies – be careful not to be left behind.

o Contact: Mary Thomas, Concise Training, 01865 522658.

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