Social media and the many tools that fall under this description, represent a fast, powerful and persuasive way of connecting with people. South African businesses have yet to grasp the full potential that this offers, but don't doubt that this potential exists.
If you think social media is what kids do on their cell phones all day, or what your receptionist does with 'that Facebook thing', then you have some reading to do!
Social media platforms, applications and tools are simply different ways to connect with people and start conversations. The difference between these and the other conversations you are used to, is that they take place online.
In the past, we used the Internet strictly to collect information or conduct one-way business, such as online shopping. Many companies still have their online presence set up as a way of informing customers, rather than interacting with them.
With social media tools, however, we can offer so much more: a multi-way communication platform where a conversation can be started by one person, and then refuted or discussed by others.
Starting and/or joining this kind of online conversation allows you to:
Successful participation in social media starts by listening. Consider a dinner party, for example. You wouldn't walk into the middle of one and start shouting about topics that only you want to discuss. You would introduce yourself, listen to people and then join the conversation. The same holds true online.
Listening to customers, prospects and influencers - and using their feedback to shape business innovation - is the foundation of all successful social media initiatives. By monitoring the online conversation that takes place through blogs, chat forums, social networks and other social media channels, small enterprises can bring the voices of their customers directly into their businesses and cut down on the need for expensive research.
In most cases, you'll find that people are already talking about you and your industry online. Insights gained from listening can guide your social media strategy (ie, where to participate, who to target and what type of content to create), as well as marketing and business innovation.
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