A transportation logistics guide to getting started with social media
Where do I begin?When a company decides to jump into social media, it can initially seem like a daunting task. Which network do I join? What do I post? How do I measure ROI? Because Social Media is such an integral part of our everyday environment, it’s time to learn how to leverage social media for your business in the Transportation & Logistics world. In this guide, you will learn the basics of social networks, the benefits it can have to your business, how to measure the value and the possible downfalls of social media.
What is Social Media?Did you know there are literally thousands of social networks out there? So how do you figure out which one is right for you?In the simplest of terms, the picture to the right explains what social media is across the major players in the social media landscape.
The Big Players in Social MediaFacebook: Over 500 million users. Businesses are able to create their page outside of their personal profile to promote press releases, articles they find interesting and engaging with consumers who “like” their pageTwitter: Micro‐blogging site which means every post you make has a maximum of 140 characters. Your posts are quick and to the point. Twitter is great for conversations and managing customer service. Linked Inn: Think of this site as your online resume. You can join specific groups that have very lively discussions, connect with past colleagues or inquire about new business opportunities. It’s widely accepted that in order to get started on social networking for business purposes, you should be on Linked Inn first. YouTube: YouTube is so much more than funny videos and singers trying to become famous. Corporations and Executives are taking to YouTube because it is one of the highest traffic generators to a website. With the public becoming more visually oriented (think Instagram/Pinterest) have a presence on YouTube should be in any online media plan.
What Social Sites Are Most Popular*Google+ was launched in late 2011 and already is used by 40% of marketers
Why Social Media is Valuable In a 2012 report by Social Media Examiner, they stated a whopping 83% of marketers find social media extremely important in their daily activities. But why are they using it? The below stats explain….Download 2012 Social Media Marketing PDF
The Value of Social Media•85% of marketers said social media has increased their company’s exposure•69% of marketers stated social media has increased their web traffic•58% said generating leads and developing loyal fans was also a benefit to social media•51% of people who invested at least 6 months into social media said new partnerships were gained because of social media•75% of marketers stated their search engines rankings rose because of their social media usage
Applying Social Media to LogisticsEleets uses Twitter and Facebook to post updates such as fuel prices, industry news, available loads, travel advisories, research, reputation management and to connect on a more personal level with our drivers. But other transportation companies are utilizing social media in ways even we never thought of….EroutingGuide stated other logistics companies are leveraging various social networks to apply to their own ROI • Carriers are proactively dealing with customer issues and complaints through Facebook and Twitter. FedEx and UPS are two good examples. • 3PL’s are posting loads on Twitter to help find carriers to cover loads – and conversely trucking companies are posting the location of equipment looking for loads to haul. Many truckload owner operators are very active on Twitter. • A variety of logistics companies are engaging potential clients by posting educational and informative content on topics that matter to their customers which drives traffic to their website. • Other logistics companies are using social media to create social communities built around their core services, bringing clients and employees together into a virtual conversation.
ROI with Social Media Many companies think if they start a Facebook/Twitter account that a magic lead fairy will appear to grant new business upon them. It doesn’t work like that. Starting a social account is just the start of your lead generation. But this handy picture shows you how you can take those contacts and turn them into possible business partnerships. Remember, social media is a new avenue to relationship building. It’s not a golden ticket to riches. Image from Social Media B2B
So you opened an account, now what?Redefine your design and keep it consistent by keeping the same profile pictures, bio etc…the same across multiple networks. Fill out all the important pages on each site: your bio, website address, hours of service etc..Filling these pages out and adding your lines of business will also help your search engine rankings. Engage with your audience. Ask questions, participate in discussions and polls. Don’t become a social network wall flower by expecting the conversation to come to you. Measure your growth by tracking followers, likes, comments, website hits from social networks. Also keep note of what times your followers/fans are most active with you. These are all valuable in providing insight to your audience. Always remember that social networks are worldwide public forums and should be kept business oriented. Don’t complain about your mother in law on a company Twitter account and expect to get business value from it.
The Future is SocialUS internet users spend 3x the amount of time on social networks and blogs than they do on emails. Many internet activities that once took place on separate, isolated venues are now funneled through social networks. These include email, instant messaging, blogging, video‐sharing and online shopping. As long as users feel they can use social networks as a gateway for these and other functions, the social network will remain vital to the internet experience and relevant to marketers.While social media is not the silver bullet that some claim, it is an extremely important & relatively low cost touch point that has a direct impact on sales & positive word of mouth. Companies not actively engaging are missing a huge opportunity & are saying something to consumers—intentionally or unintentionally—about how willing they are to engage on consumers’ terms.
Follow Eleets Eleets is full service 3PL who prides itself on finding ways to say “yes” to every customer. Established as a Florida corporation in 2007, Eleets has been built on the foundation of a multi‐vertical transportation approach. Because of the broad experience of our senior management team, Eleets has evolved in a short period of time to become one of the industry’s largest domestic freight moving companies. Revenues reached $120 million in 2010 and the company employs 120 people with sales offices and trucking terminals in nearly a dozen states. Eleets will continue its expansion across North America, and has set its sights on international markets through partnerships with non‐vessel operating common carriers and other global transportation services providers.For more information on our company, visit our website at www.EleetsTrans.com