The Value of Community Building ~ A HootSuite Info Sheet

Case Study Special TopicsThe Value of Community BuildingSocial media has fast become an important part of anorganization’s marketing mix. Still, many organizations have yet Tips for helping Communityto include social media as a key part of their overall strategy, and Managers demonstrate therealize the benefits it can bring. value of social media forMarketing teams are aware of these benefits – the Community community building. For most businesses – particularlyManager role was created to tap into the opportunities small businesses – finding andcommunity engagement can bring. This Info Sheet was created connecting with an audience is theto help you articulateoutreach key to success. Effective the benefits effective social media strategycan result in new customers and and talking points to share about the can provide, by offering tipsimportance of participating in the social web. valuable media attention. TIP: Share comments about yourLead the Conversation company or brand with members of your organization.People are talking about your organization, but what are theysaying? Is the sentiment positive or negative? One thing is forcertain, there is a conversation about your brand, and you shouldbe participating. You can quickly and easily send individual Twitter messages by email, or assignTip: Geo-location searching messages in a team setting.Positive messages should like acknowledged, ReTweeted and Tap into emerging technologies beeven promoted. Negative messages and false or damaging geo-located search and check-ininformation must beFilter down games like Foursquare. addressed, to avoid the spread of negativesentiment about youronly local or brand – managed correctly, search results to include companynegative messages can be geo- updates from users who include turned into a positive.info to find people who are literally inShare these messages and you your neighborhood. Additionally, online conversations, both positive can offer special perks to potentialand negative, with those at your organization, and explain to customers playing geo-locationthem the need for a response.games using HootSuite mobile tools

Case StudyBuilding CommunityAchieve Business Objectives Real World Example: The American Red Cross is a great example of an organizationActive participation in social media can also be useful for that managed to turn a potentiallyachieving a number of important business objectives. Here are negative event into a positive. Asome examples of business requirements or problems where Red Cross social media specialistsocial media comes in handy: accidentally sent a message from the Red Cross Twitter account,Solving a problem. Not getting many resumes? Want more referencing Dogfish Head Beer with the hashtag #gettingslizzerd.views of your job listings? Sharing them via social media canhelp. The Red Cross quickly deleted the rogue tweet and released a statementProviding support. Social channels are great for providing via the same Twitter accountcustomer support – not only can you search for customers with indicating the message was indeed aissues, they can easily reach you too. mistake.Gaining audience insights. Social media is a great way to gaininsights from your audience on current or future offerings.Demonstrating results. Reports are great for showing results.HootSuite’s Social Analytics can help demonstrate the value ofyour social media strategy. Whether it’s building community through engagement and acknowledgement, avoiding negative publicity with quick response and action, or simply monitoring what competitors are doing, one thing is clear, every organization should be engaged in online community building.Additional Resources MORE INFO: Pro: hootsuite.com/proThere are some great resources and information available on Enterprise: hootsuite.com/enterprise Help Desk: help.hootsuite.comthe HootSuite Blog. The HootSuite SlideShare page also has a Blog: blog.hootsuite.comvariety of resources, including Case Studies, Info Sheets, and Twitter: @hootsuite @hootsuite_helpPresentations – www.slideshare.net/hootsuite. Email: info@hootsuite.com

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The Value of Community Building ~ A HootSuite Info Sheet

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