Don't be anti-social.
The benefits of using social media for growing business range from ground-breaking exposure to complete waste of time. However, two things are certain. Have a strategy that aligns with your marketing model, that is, don't treat it as a separate animal, but another tool in the toolbox to use in the right way. And, put good metrics in place.
Rule #1: Dont do it because it's popular.
Leave that to the college dormitories and Ashton Kutcher. Instead, leverage the advantage of the sheer ubiquity and ability to connect with your market and business relationships.
According to a new report from Adology, small business owners who use social networking, cited the top benefits include generating leads (50%), keeping up with the industry (45%), and monitoring online conversations (44%).
Furthermore, in 2010, over 50% of small business owners plan to spend the same or more in online marketing in several areas including email programs to new clients (57%) and devloping company websites (57%).
Rule #2: It's not about you.
If you're the only one speaking, well that's not very social of you. Get your audience to engage, share and participate in the experience of doing business with you. Be authentic and personal - on a business level of course.
Don't be afraid to hear what others have to say about you. A common concern is - "what if a disgruntled customer wants to slam me?" While that may be possible, if you're a reputable business genuinely concerned about the happiness of your customers, it's not an issue, and can actually become a positive when you show you're human and want to find a resolution. If you're not in business to make every customer happy, well... perhaps there are other problems to address before diving in here.
