I've recently been researching a proposal for a client's website and have come across something interesting. The sector, a specific field of PR, seems confused as to whether to take up social media or not and who could blame them with the huge choice that is now out there. Hopefully this post will help you decide what social media is appropriate, if at all, to you and/or your company.
What is Social Media?
Social media is the collection of communication tools now being used widely for individuals and companies to inform and keep informed of a rapidly changing world. It includes services such as Twitter, write 140 characters on anything and send it out to your followers (micro blogging), and Facebook, a way of maintaining contacts, wherever they are in the world, and keeping them informed of your activities. There are also less headline grabbing tools, such as Slideshare, if you do presentations for your company then here you can upload the slides and share them.
How Much Does it Cost?
If I said nothing, I'd be lying. It costs you time but nothing else and social media time, for some, is time very well spent.
What is the Point of Social Media?
On the face of it many can and do think little of social media. Is it a way of simple self promotion? For some I'm sure it is but for many it is a quick and easy, once you get into the swing of things, method for keeping track of the wider world and all that is going on in it.
It also allows us to carry out market research, learn about events in our industry, promote our services, find potential new clients and much more, provided we take the time to learn about it. There may also be an argument to suggest that companies that fail to adopt these tools, at least in markets that are picking them up, could eventually disappear.
So What Social Media's Right for Me?
A little bit of research on your part and you'll have the answer. Let's start with a Google or three. Simply start looking for your customers and competitors with the name of different social media tools. Sounds tedious but extremely useful as you build up a picture of not only who is posting where but also what they are posting about. And if you're not already following your customers and competition on these tools now is the time to start. For an example, a Google for 'Cameron and Wilding Twitter' brings up Neil's Twitter account, the monthly Drupal meet ups we arrange and some of our blog posts, within the first few results. It is also worth visiting your customers and competitors websites to see if they have links to the social media tools they are using on their homepages.
Armed with this knowledge you should now be able to choose what social media is appropriate for you to start working with. If, for example, you find none of your customers or potential customers and competitors on Twitter then it is probably not right for you. However, if you find everyone using LinkedIn then you should really get an account there and join them.
If no one in your industry is using social media (keep looking, it's very unlikely) or you haven't got time for a lengthy research process then go by stereotypes. Ask a few people and you'll quickly get to know what different social media is associated with. LinkedIn, for example, is perhaps for professionals, Facebook for friends and Twitter is a mixed bag, just see who's using the tool you're looking at before starting with it.
Once you have selected what you plan to use make sure you set up your account straight away so that you can, hopefully, register the name you want to register. Some people argue that you should do this even if you have no intention of setting up a full account, just so no one else can take your name, the jury is still out for me on this point but probably good commercial sense.
How do I get started?
Most of the websites for the social media tools available have simple to follow instructions on how to get started. What can help speed up the process is asking colleagues or friends that are already using the tools to assist you. As with anything, you can develop the tools you use further and personalise them to your needs. Here is my Twitter account page, which has a colour scheme that matches our website and our logo in the top left hand corner.
When starting your adventure into social media pause for a moment and just put a little thought into what you are going to do. Try to register or display the same user name where possible. This goes for your avatar (the personal little picture you upload) too as it will help with brand awareness.
And What Now?
Keep it up. You won't see the value of being involved with social media until you are perceived as adding value. If you initially get involved for purely promotional reasons then it will become frustrating and worthless. If you get involved for a fun and interesting way to gain knowledge and share knowledge then it can be invaluable.
Try your best to not think of it as work and it will quickly become fun. Enjoy and good luck getting started.
Photo credit: Damien Basile