Optimising Opportunities in Social Networking and Social Media

How do you optimise opportunities in social media, spend less time yet be more effective? Find out with our quick and easy article on doing just that.

When considering the how, the why, the types and benefits of social networking there is a mass of information available. Typing a few relevant keywords into your Internet search browser reveals millions of resources that might be useful.

Information sources include starting out in social networking, foresight studies, webinars, videos, workshops in almost every business network, step-by-step instructions, social media roadmaps concerning a particular application, as well as a wealth of academic papers, consultancy reports and articles.

So if there was one single tip to help you get into and make the most of social networking, it would be go to Google and type in ‘How to get started with…’ or ‘How to social network with Twitter/LinkedIn/FaceBook etc. But in reality you are not learning anything new. The techniques used in online social networking are exactly the same as face-to-face networking. There are just a few new attitudes and techniques that you need to adopt to make it work for you.

Just as with face-to-face networking we meet people, discuss ourselves and others, we share personal information and opinions, build relationships, and mix general chat and business conversations together. People who are successful at online social networking do just that. Those that merely broadcast their products or services are not usually too successful.

To explain further, imagine that you are at a business networking event. A new member comes in, does not introduce themselves, and now and then amid others networking together says ‘buy my product from me’ or ‘see my new service I have on offer’. This is known as broadcasting and should only be used now and then amid the chat, opinions and comments of that networking group, whether online or offline. Some experts say 75% of your input should be business/brand, 25% of it personal, others say 50-50, but you will know when the time is right to make those business building announcements.

Now think about eBay. If you’ve purchased from eBay you will know that sellers are rated by the buyers. Social networking works on a similar premise. To be heard and respected within an online networking group you must contribute something valuable, then people follow you, become your online friends, or join your network. This is achieved by responding to other peoples’ posts, comments and blogs, and by creating interesting conversations or topics. Then, when you make that service announcement, more people will share that information and the viral part of you social networking starts to work effectively.

Nevertheless, you shouldn’t find a social networking site, join and start contributing or posting unless you understand Social Media Optimisation (SMO). Again, I suggest a Google search for Social Media Optimisation as this will provide ways of making the most of your social networking content and allow you to find people offering services to assist you.

When determining which social media sites are right for you, you need to consider the type of market you seek. This is important as social media sites will usually have some kind of theme such as environment, shopping, friends, children, hobbies, academia, technology, etc.

Go to Google and search for ‘social media list’, check out some sites and pick three that suit your business. You’ll be surprised how many there are. For example, if you are selling energy efficient products or recycled goods then sites like Care2 may be just up your street. For consultancy LinkedIn may be better. Just remember that social networking is used for many reasons so do not exclude those that may benefit your business in areas of research, colleague communications, and partnerships.

As for posting and contributing to social networks remember that your objective is create something that’s linkable or begs to be replicated by other users. It is the viral nature of social media that is core to its success and yours. And remember to use keywords or tags within each of your contributions - even if it is just 140 characters on Twitter.

Once you start contributing to a social network be sure not to get so involved that it takes too much of your time without generating enough leads or awareness.

Social networking takes time to cultivate relationships and build sales and contacts. Be sure to regularly care for your social network. Don’t neglect it and only use it when YOU need something. Remember, networking is a two-way street!

If, of course, you believe strongly in a social media networking strategy for your business and you cannot commit your time, or you feel that you have few writing skills, then you will have to consider paying someone to do it for you. If you do then ensure that you vet the person or organisation first. Ask for some references and speak to their clients to find out what impact their social media services had on their business.

Finally, remember that you need to make it as human as possible. People still buy from people, so use your networking talents online and build relationships that mean something to your business and your potential customers.

ADK Design provides consultancy and advice on social media strategies.