Match the tools to your goal
For research (and all companies should initiate a research component
even if you don't do any other social media marketing) search for blogs, podcasts,
news and portal sites to give you ongoing information. Sign up with an RSS feed
and the information is delivered directly to your computer.
It's important to be listening for news about your own
company as well. Sign up for Google Alerts with your company name or other
keywords and you'll receive emails with links to those news sources.
For networking, build a community through LinkedIn and/or Facebook and
start to create a following on Twitter. You can also encourage your audience to
exchange ideas through hosting a forum.
For sales and marketing goals, give valuable content through
blogs, podcasts, videos, webinars or tele-seminars, and engage with your
audience via social networking sites.
There are no cookie-cutter templates here. You must do your own homework to
figure out what will work best for your company, your audience, your skill set
and available people to implement these tools.
Sustainability
How will you both set up these programs and maintain them? While it's easy to get started and
the financial costs are low, the time and effort needed to sustain your
programs should be carefully considered. These are not one-shot marketing
events with a beginning, middle and end point.
This is why it's much better to start off slowly and build
as you gain experience. To plan ahead for how you will keep the content fresh,
who will be in charge of different programs, what is your long-term plan?
These all take patience, a commitment of time and resources,
a long view to the future to build your brand and your company awareness over
time.
About the Author
Linda Kaun of 'Linda Kaun Copywriting' works with marketing
managers at B2B textile companies whose written marketing communication
materials are not effectively generating the leads and sales they need, either
off or online. Her copywriting brings higher responses, more qualified leads
and greater ROI. Free white paper is available to download, "The Textile
Industry and the New Social Media: Why You Must Take Action Now And How to
Profit from this Information Revolution," at www.lindakauncopywriting.com/whitepaper.php
The information expressed is personal view of the
author. Here 'I' refers to her.
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