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Social networking as a business communication tool
johnh@dekalbchamp.com
Social networking has become a phenomenon and many businesses are taking advantage of the opportunity as a way to reach and communicate with the masses. Jeffrey Brathwaite, Internet technology coach and e-mail automation specialist, told attendees at the April 1 DeKalb Chamber of Commerce networking meeting that social networking allows businesses to customize packages of information to reach desired audiences and that it is “all about attraction.”
Facebook, Twitter and LinkedIn are becoming mainstream and it is not uncommon to see businesses and/or individuals promoting almost anything. Both Facebook and Twitter start with a version of “What are you doing right now?” or “What’s on your mind?’ as a way of introducing the user to the world and a way to let the world know what others they are connected with are doing.
Brathwaite said that depending on the type of business and their target audience, the various networking sites have different levels of effectiveness. “For a communications company that wants to get the word out to the masses I would recommend Facebook and Twitter. For a business like the DeKalb Chamber of Commerce I would recommend LinkedIn as being the primary social networking hub as well as using Twitter for messages to their membership.”
Businesses are now delving into online networking sites in droves. It’s a free way to market a service or product and allows businesses to reach audiences that may be unlikely to read the local newspaper or hear or watch newscasts.
“There is no better example of how effective social media is than the election of President Barack Obama,” said Brathwaite. “He raised more money and built more of a following than any other politician in history through his use of Facebook, Twitter, LinkedIn, YouTube, FriendFeed and many other social media platforms. The lessons learned in his electoral success could also be applied to businesses and non-profit organizations.”
Retailers are using online networking to reach customers; newspapers, magazines and journals are using it to expand their reach; chambers of commerce are using it to reach new businesses and communicate with current members; television shows are using it to generate additional exposure and to provide a location where fans can comment on their favorite shows. Job seekers are using it to showcase their talents and skills to potential employers and employers are using in to reach potential employees.
According to Brathwaite, “The rule of thumb for online social networking should be sharing information not selling. The sharing should not just be about you or your business. The more you share quality information that will help your audience, the more you will get back in return in followers and in sales.”
Janniece Leonard, marketing and communications manager of the DeKalb Chamber of Commerce, uses a number of different online communications tools to stay in contact with the hundreds of chamber members. “The nature of business today is going toward online networking.
MySpace, Facebook and LinkedIn have surfaced as tools one can use to further ones networking initiatives, make important connections and to build business by allowing professionals to connect in a new way,” Leonard said. She added that she uses some sort of online communication or networking outreach tool an average of two to three times a week. Online tools help to keep members connected to events that will positively impact their bottom lines, she said.
Some may think that online marketing is a must and others may not care to enter that arena. Whatever one’s opinion on social networking is, millions of individuals and businesses are taking advantage of the multitude of online opportunities.
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