Enhancing your sales with social networks

Unless your business is headquartered in a cave where Internet access is unavailable, you've heard the buzz about “social networking.” If you've really been paying attention, you also may have heard of “grassroots media” (aka, “social media”). Certainly you're aware of the stars in the social networking sector, MySpace (well over 100 million users) and Facebook (34 million users). We bet the word on that has even reached the cave dwellers. Those two Internet buzz phrases are something every business and publisher should know about, because they are changing the way people communicate with each other, fi nd friends, evaluate products, and interact with the brands that mean something to them. Social networking and grassroots/social media are two trends that you need to understand, so you can apply them at your organization. AND they may represent a promising new line of business for you.

Social Networking Tips

1.

Today's consumer wants to express him/herself, but without you (the brand) dictating how. Resist the urge to control and let the consumer have freedom of expression, within the core rules you have set down.
2.

Use social media and social networking as a way to listen to consumers. You'll learn what they want, gain invaluable market intelligence, and be well equipped to improve your product or service -- or create new ones -- knowing exactly what the market wants.
3.

Treat your relationships with consumers as long-term conversations. Don't just devise shortterm programs that open up the conversation for brief periods. Figure out how to become “friends” with your customers. Friends talk to each other, over the long haul.
4.

Bring consumers into your inner circle. Product planning meetings no longer are limited to the ideas of your staff . Use social marketing techniques to identify core enthusiasts, then tap their ideas.
5.

Find incentives to encourage participation. While website participation levels are high because technology now encourages active engagement, many consumers will merely sit back and view the content and interactions of others. But using incentives to get those people off the sidelines has distinct advantages to your company. You want greater numbers of engaged customers. They're the ones who are most loyal to you, and will buy more.