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7 Ways To StrategicallyUse Social Media and Social NetworkingTo Grow Your Business
What is social media? According to the “Social Media forSmall Business (http://tinyurl.com/ld7fa9)” presentation, “it’s a fancy way to describe the zillions of conversations thatpeople are having online.” Some of these conversations arehappening at LinkedIn, Friendster, FastPitch, MySpace,Facebook, Twitter and in virtual worlds such as Second Life.As you have these conversations, some in real time, younetwork to grow your business.A good way to initiate these conversations is to createcontent that’s fun, informative and relevant to the needs of your target market. Consumer engagement is key.For example, I recently read an interesting article by FastCompany titled, “Social Networks Are More Than Networking(http://tinyurl.com/m3dsr5),” which talks about how socialnetworks are less about networking and more aboutengaging people. That’s what I’m chatting about here. Idon’t want to necessarily network with you but I mostcertainly want to engage you.
 
To successfully use social media on a much wider scale, youmust set up a small business marketing communicationstrategy that integrates both traditional and digital tactics.It can be managed at a reasonable cost and with minimalresource allocation. My first directive is
to begin with theend in mind.
Before you do anything, answer these fivequestions:
•
 
What are you trying to accomplish (goals/objectives)?
•
 
When do you want it to occur?
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Why will anyone care?
•
 
Who are you trying to reach?
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How will you measure (impact-ROI) success?Now that you’ve answered these questions, let’s move on toways you can use social media and social networkingstrategically to grow your business!1.
Appoint someone in your organization to be thechampion, or Chief Digital Evangelist (CDE).
Behindevery great business is a star CDE. And preferably, theyhave mastery of sales, marketing, technology and socialinteraction. The CDE strives for consistency, continuity androbustness (meaningful conversations and informationexchanged with your base of constituents). As you grow, sowill your digital reach. Nurture the conversations anddetermine how you can do business together (generatingrevenue is not a bad objective; it just should not be the
only 
objective).2.
Get training on how to manage onlinecommunities.
To use digital media strategically, determinewho you are going after (customers preferably) and whatyou should and should not be doing to ensure effectiveness.How do you choose a social medial consultant or educator?Kyle Lacy offers some great advice in “25 Steps to Choosinga Social Media Consultant and Educator
 
(http://tinyurl.com/dcn8u4).” The bottom line: The moreyou know, the faster you’ll grow.3.
Manage your online reputation.
Sure, we want to letconsumers say whatever is on their minds about you andyour company, but your reputation is on the line whencomments turn negative and pop up in places like theblogosphere, Twitter and Facebook. That’s why a CDE’s roleis crucial for monitoring and managing online conversationsshould something go awry. Bottom line: Stay on top of online buzz and know who your key influencers are. At thevery least, set up a Google Alert on your name and yourcompany’s name. That’s a start for listening to what’s beingsaid about you in the cyberworld. Don’t like what you hear?Step in; say something. Create a forum, corralstakeholders, and start talking!4.
Attract talent by using social media andnetworking.
The only way to capture talent is to proveyour weight in gold by aggressively and creatively engagingfolks from all social media and networking channels. Sayyou want to hire me. You find me on LinkedIn, Twitter,Facebook and a blog. You follow my blog and request I be apart of your LinkedIn network by saying, “Hi, Laurel, I headup hiring at ABC Global and have been following your blogand am really, really interested in your talent. I’d like tobecome better acquainted. I hope you accept my LinkedInrequest.” Imagine my reaction (flattery gets youeverywhere!). The courtship begins. We start building arelationship. Many companies and job seekers start out thisway. It can be an extremely powerful tool for matchinggreat people with great companies. Use your peers for ideasand introductions. Keep up to date on who interests you. Befirst up to bat when an opportunity strikes.5.
Consult with your lawyer to ensure you don’t getsued over online conversations.
Find out what you canand cannot say on a blog or within a network community.
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