Rethinking Social Media for Business
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A presentation on the State of Social Media for Business in New Hampshire at the Social Media Club NH's Inaugural Summit in Portsmouth on March 23, 2010. Covers foundation for Social Media implementation for businesses and key lessons on execution of that plan.
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Rethinking Social Media for Business
- 1. Rethinking Social for Business The State of Social Media for Business in NH Casey Cheshire @CaseyChesh www.CaseyCheshire.com March 23, 2010
- 3. Hire Guides Before Sherpas
- 5. Don’t Snub Your Fans
- 6. Ghost Towns Are For Ghosts
- 7. Casey Cheshire @CaseyChesh CaseyCheshire.com
Editor's Notes
- A solid website with updated Blog is the first start- SM & SEO benefits.Easy ability for comments with FB/Twitter hooks important.From there presence & conversation on Facebook & Twitter. Shift from maintain to reaching out.Other SM properties begin to play more of a role once there’s a growing community.Ex: Strong community will help you spread your viral video, advocate with reviews.
- Draws back to importance of having a good plan before setting out on a new adventure or initiative.If you’re starting a new SM program, you’re better off hiring someone who can help you plan your strategy & implementation.Watch out for companies promising to carry your program to immediate success.One company I’ve talked to paid lots of money to such a firm who promised the world.They ended up spamming the social media, web, and search channels in the company’s name.Results were a bad social reputation and Google Search spam penalties.
- Social Media is all about community. Business operates with sales in mind. The two are often in conflict.Individual community sensitivity varies based on: platform, customer, brand, and (the community’s) history.Dell has generated over $6.5 million in sales via Twitter. Multiple accounts/purposes: www.dell.com/twitterSpecific offer seeking communities as well as user groups, customer services. Big retail brand.Building brand through community is ideal and safe. Typically, ads = spam.Facebook & Twitter users have different personalities, expectations.
- Ashton Kutcher has 4.6 million Followers. He follows back a few hundred friends. He’s a TV & Movie superstar.Companies should not get on Twitter for ego boosts- follow back your (human & non-spammy) fans.Asics America, popular & my favorite running shoe brand, follows 13 of 2,894.Chunky’s Nashua, movie theater restaurant chain, follows 16 of 285.This demonstrates incorrect use of Social Media as just another way to broadcast your press release- when it should be 2way convoOften this issue comes up when a business owner uses the company account as their own. Separate your own personal account.
- Worse than not being on a Social Media channel, is having an unused, dormant account.Fans will still find you, praise you, only to be snubbed by silence.Critics and customers with negative experiences will be left unanswered, only to weave their discontent further.Monitoring small business accounts can take as little as a few minutes per morning.Larger entities will need to design a plan for handling heavy amounts of customer feedback.
- Thank you.