When examining a social network, you should remember to use the network the way it was intended. Despite the fact that deploying a Facebook Page, multiple Twitter accounts or even a managed LinkedIn profile can help you establish a reputation or a brand online, you must cater to your audience.
Think of it this way: LinkedIn is like a Rolodex, Facebook is a little black book and Twitter is a cocktail party. In short: LinkedIn is for business connections, Facebook is for amicable connections, Twitter is for ad hoc connections. Users don’t use Facebook as their primary tool to search for real estate listings; they don’t use LinkedIn to find friends to go to happy hour with; they don’t use Twitter to shop for groceries. Each tool has an appropriate purpose and appropriate audience.
In the Search Engine Optimization (SEO) world, we preach about having quality content, and how, without quality content, no SEO campaign can be successful. A similar approach applies when promoting your business through social media networks. What is your quality content?
If our focus was promoting a creative agency, market your services – such as your branding, design for print and film and media – it doesn’t have to be your best work, but it does have to be high quality. Before you start promoting your business, you must acknowledge that people will search for your company online. At some point they’ll have seen or heard enough about your company to try and find your website. If your services are your quality content, have your general info, track record and reputation established in the actual content on your website. Once your website is clear on what you do (what your service offering is), you can begin to target an audience on social networks to promote your business.
What is it you are really trying to accomplish? Generate leads? Establish a reputation or customer loyalty? Share relevant industry information and opinion with (anyone)?
If you want to generate leads, demonstrate your expertise on LinkedIn: answer questions in topics relevant to your service offering. Create a company profile page and encourage employees or consultants to be linked to your page. Reach out to existing or former clients requesting recommendations of you or your staff. Establish your brand and expertise through the professional network.
If you want to take a strong stance and establish a social reputation online, create a Facebook Page for your business. using Facebook applications, connect your blog, Twitter, videos, photos, (the whole nine) and encourage your existing or past clients to be fans of your business profile. Start discussions around your industry perspectives, tag your clients, friends, etc in your posts: tags allow users’ to see themselves (or their pages) be mentioned and encourages them to offer a recommendation, referrals or references for the work you do. If customers have a problem with your product or service, there’s a chance they will post content to their Facebook profile. Perform regular searches for your company name, abbreviations or products offered to be sure to address any client or prospect complaints that may be circulating. LinkedIn is assumed to be completely professional, while Facebook is assumed to be more fun and where actions seldom result in long-term consequence is. Both require a degree of tact to manage your brand online: reputation management, albeit reactive at times, can appear proactive if you address customer concerns, suggestions and comments quickly.
If you want to share relevant industry information, perspectives, random ‘whatever’ with anyone on the internet, use Twitter. The 140 character limit requires you to be concise and engaging. You can put links in Twitter content, while they take some of your character allotment, they can help drive traffic to (anything). Twitter, as mentioned before, is a cocktail party: you can choose to follow, pay attention, subscribe to any conversation at the party. Likewise, you can be the center of attention one minute and suddenly everyone has migrated away to someone or something more interesting. Like with anything else, quality content is key.