How SMBs Can Expand Their Social Media Networks

Being involved in social media is no longer optional for many SMBs. By not engaging online, you may be missing out on business opportunities, particularly if your competitors are already in that space and doing it successfully, for example, building their reputation, engaging and servicing existing, new and potential clients, and most importantly, getting revenue.

In the previous ‘How To’ articles, we looked at how to use Facebook, Twitter and LinkedIn for business. In this article, we will review each of the media tools and provide you with additional tips to help you make the most of them for your business.

Different channels, different audiences (target your marketing communication)

Facebook, Twitter and LinkedIn all have different audiences and serve different purposes. Facebook originally started as a social/entertainment site to help people stay connected. It has since evolved from its original purpose, and like Twitter, is now used successfully by many businesses to engage with customers and prospects.

LinkedIn (unlike Facebook and Twitter) since its inception was geared towards the professional business crowd.

Each social media tool has its own personality and quirks, and the style of communication for each one needs to be customised for the audience that is using it and engaging with you. Please refer to the ‘How To’ articles to gain a better understanding of each of the tools.

You only get out of it, what you put into it

The key to any type of social networking and engagement marketing strategy is to stay involved and follow through. If your time is limited, then limit your involvement to one or two social media sites that best suits your business. Do what you do very well and you’ll be rewarded.

As discussed in the previous ‘How To’ articles, it is important to create a marketing plan and make sure it integrates with your existing marketing mix. As your time is limited, it is important that you are strategic and your time online is geared towards meeting business objectives.

Make sure that you review your sites regularly to see how they are going and how you can improve on them. Below are some tips on what you can do to improve on each of the social media tools we have focused on.

Tips on creating a better experience and expanding your network

Some key tips to help you make the most of each of the top networking sites:

Facebook

• Make sure your Facebook page is tidy, easy on the eye and engaging. There is nothing worse than a messy Facebook page, hard to understand or with very little information. A disorganised Facebook page can turn off customers immediately!
• Highlight or reward your supporters or star customers. Point out key supporters or customers in your status – a good incentive to get people to use the ‘Like’ button.
• Participate outside your page. Use Facebook Directory and Facebook Search to find other Facebook pages that might be related to your business. Participate in discussions and provide well meaning, authoritative information. This will position you as a thought leader, and hopefully, entice people to review who you are and visit your page.
• Don’t forget to include your social media tools in your business signature, as well as the signatures of any forums you participate in.

Twitter

• Make sure that you point out things of interest in your space, don’t always make it just about you/your business. The more interesting and engaging you are, the more people will respond positively.
• When you do talk about your business, make sure it is useful. Give advice, blog posts, pictures etc.
• Share the human side of your business. Social media and Twitter is all about human connections, building relationships and engagement. The more human and personable you are, the more engaging your followers will be with you.
• Use services like Twitter Search to see if others are talking about you and/or your business. Try to participate if appropriate, if not, take note of what it is saying and learn from it.
• Commenting on tweets and retweeting what others have posted is a great way to build community.
• Again, don’t forget to include your social media tools in your work signature, as well as the signatures of any other forums you participate in.

LinkedIn

• Manage your LinkedIn like you do your website. Make sure it is formatted, clean, easy to read, updated, engaging, and most importantly, filled with search engine friendly keywords (search engines search through LinkedIn profiles).
• Make the most of your profile. For many in LinkedIn, your profile is the first thing they will see. Make sure that it is up to-date and relevant.
• Make sure you keep your status updated, and watch your network’s status updates. Regularly engage with your network so you stay top of mind with them.
• Get recommended. Recommendations from past or current connections are great word of mouth marketing for you and your business.
• Don’t forget to engage in the ‘Answers’ sections to position yourself as an expert in your field, and in turn, give you exposure to others in your industry.
• Try to add value and give more than what you get from your network. Your knowledge and assistance will be greatly appreciated, and as a result, you will be top of mind.
• As with other social media tools, be relevant, be engaging and be personable!
• And one final time, don’t forget to include your social media tools in your work signature, as well as the signatures of any other forums you participate in.

The tip of the iceberg!

In these ‘How To’ articles, we have provided you with some information on the most popular social media tools to help you understand how the space works, and what to consider if you decide to engage in the online environment. This information is just the tip of the iceberg. Keep an eye on this space as we continue to investigate the online environment and how best to use it for your business. Feedback or topics to recommend can be emailed to smbsocialmedia@optus.com.au

Find out how Optus can help you build your business with a great range of solutions designed for business builtforbusiness.com.au .

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