How to Use Social Networking for Business
LovetoKnow spoke with Nancy Marmolejo, PR, media and social networking strategist, to understand how to use social networking for business. Nancy became interested in social networking and web 2.0 in 2003. After starting her own business, she realized that she needed to get 10 times more efficient at marketing so that she would have more time for her family and interests. She searched for ways to get her expertise out in front of possible clients and began her blog to showcase her writing. One thing led to another, and soon she was using her communications skills to connect with people through the many social networking websites. She found the perfect match between her experience growing up in a family business, her teaching experience and her gift for communications by sharing what she'd learned about the wide world of online social networking. Today, she owns Viva Visibility, a coaching and consulting company that helps entrepreneurs generate more money and attention by positioning themselves in the spotlight. Nancy took time out of her busy schedule to share her insights into social networking.
Definition of Social Networking
Web 2.0, or user-generated and shared information, is the fuel that drives social networking.
Can You Define Online Social Networking?
Did you ever go to one of those rubber chicken dinners? You know, a business meeting or event which promised to help you network with others in your field. You put on your best suit or dress, fixed your hair, and stepped out to meet people. You shook hands, smiled, made small talk, and introduced yourself. Only at the end of the night did you share your business card.
Social networking online works the same way. Instead of a business card, you have your social networking profile. Instead of making small talk over the salad, you post little bits about your day as well as make insightful comments that support your business.
It doesn't matter where you have the social interaction - online, at a networking meeting, or the Chamber of Commerce event. It's all about meeting people and getting to know them. The web just gives you access to a wider circle of people to meet.
Resources from Nancy Marmolejo
How Did You Get Started in Social Networking?
The first web 2.0 thing I ever did was start a blog. Blogs are great. They let you show off your writing, and people can get to know you through you writing. It gave people a way to get to know me in a less formal way than my corporate brochures and more formal stuff. Blogs are also interactive. People post comments, and share blog posts with others. That transforms it into viral marketing. In 2005, I learned about pod casting, and I began making pod casts. They were a great tool to get my name out there in a different way. Soon after that, a friend encouraged me to try MySpace for business. She was an author and was having tremendous success. I had all sorts of misconceptions - I thought it was for teenagers. It was after I started using MySpace that I had a revelation. Social networking isn't just for kids - it's just networking online.
How is Social Networking the Same Online and In Person?
Do you remember your last networking event? You met people, you shook their hand, you complimented someone on her outfit. Perhaps you made small talk and shared stories. You connected with people. Online social networking is the exact same thing. There are various platforms and technical details, but at the end of the day, it's a communications tool.My misconceptions about social networking went away very fast. It's not just something for teenagers. The fastest growing segments on Twitter and Facebook are folks over age 35.
How to Use Social Networking for Business
Next, Nancy answered specific questions about using social networking for business.
How Should Entrepreneurs Choose a Social Network to Use for Business?
First off, there's no one essential social networking site that all business people must be on. They each have different personalities. You should be on the platform that you feel most adept at and on which you are the most comfortable.
Some people say everyone should be on Twitter. Twitter isn't for everyone. A lot of people can't wrap their heads around Twtiter. They get frustrated.
Other people say you have to be on Facebook, or Linked In, or MySpace. But you know what? At the end of the day, you should choose only those on which you feel comfortable It's better to do one online social network well than to be everywhere and do it poorly.
How Should Someone Get Started?
Check your own comfort level and your willingness to learn how to maximize at least one platform. Learn everything you can about one platform or else you will get overwhelmed. You can pretty much learn all you need to know in one evening just playing with the site. Lots of people write about the technical details of the social networking sites, so the information is out there.
Another important thing in addition to your own comfort level is to find out where your market hangs out. LinkedIn, Facebook, Twitter, YouTube…you've got to go where your potential customers hang out.
Profile Pages
Nancy has written a lot about the importance of profile pages on social networking sites. She answered a few questions about them and why it's important to devote time to your profile page.
Why are Profile Pages Important?
Go back to the analogy of meeting people in person at a business dinner. Your online social networking profile page is the place where potential customers meet you for the first time. Just as you wouldn't show up at a business dinner in your pajamas, you want to include a professional picture of yourself, smiling, looking right into the camera. Leave your vacation snapshots off the profile page.
What About the Profile Itself?
You need to come up with a way to introduce what you do, who you work with, the results you get, and a warm touch point to give people a bit more about you. I also like to include a link to a page on my website that I set up just for social networking. That way, I can give people more information about me without the space limitations most of the sites impose.
Social Networking Success
Lastly, we asked Nancy to share specific points about successful social networking.
What's the Biggest Mistake Business People Make When Using Social Networking?
Lack of clarity is the single biggest mistake. You've got to be clear on who you are and why you're there. Your profile needs to say who you are, what you do, who you work with, results people get, and warm, personal touch points. That's the recipe for a strong social networking profile. Do it in that order.
Can You Give the Top Five Mistakes to Avoid?
- Jumping right into "let's do business" mode: Give people time to get to know you before you start suggesting partnerships.
- Heavy sales pitches: Focus first on adding value, gaining credibility and building trust. People will cycle their way into your marketing funnel if you take the slow and steady approach and attract customers. It's attraction marketing, not push marketing. You want to lay out information that draws people closer. You want people to follow the breadcrumb trail to move closer to you.
- Forgetting that what goes on the web stays on the web: What you post stays out there for a long time - possibly forever. Watch your personal opinions, rants and raves, and sarcastic remarks. They can come back to haunt you. Reputation management is essential.
- Inconsistency: You're building a brand through social networking, so be consistent. Be the same person on each site. Be consistent with your name, branding, expertise. Make sure your profiles are similar - expertise, occupation, photo. Don't have such wildly different profiles on various sites that people wonder if it's really you.
- Not building value: People sometimes think social networking should be all about business, or they go to the other extreme and think it's all about their personal lives. They get caught up in how many followers they have or how many friends they are connected to on the site. Focus on building value through the posts you make and the things you do. When you lead with value, you build a reputation and build a following.
Secrets to Success
What is Your Secret to Social Networking Success?
There's really no secret. It's sound marketing, just using different technology. Focus on your audience, your customers, and adding value to their lives. You'll attract followers. They will in turn become fans. Once they're fans of you, they know about you and like and trust you. They may then become leads. It's not about pushing your message out there. It's about putting forward a positive image consistently, building trust and value, and attracting the right clients to you like a magnet.
Anyone can learn how to use a tool like a social networking site. But what's your strategy? How will you use this long term? How will you gain credibility and build trust? That is what I help my clients do, to focus on long-term strategy.
If I lay the right ground work, I don't need to convince people to buy my products or hire me for consulting. They feel they have made an educated decision before parting with their precious money because through social networking, they've come to know, like and trust me. That's the power of social networking for business.
For more information on Nancy Marmolejo, her consulting practice and products, please visit Viva Visibility.
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