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HP Social Media Guide v2

HP Social Media Guide v2

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Published by sosyalsosyal
HP Social Media Guide v2
HP Social Media Guide v2

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Published by: sosyalsosyal on May 30, 2012
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THE HP GUIDETO SOCIALMEDIA
 
How to use social media in your business
 
Social media – sites like Twitter and LinkedIn – can boost traffic to your website, improve your PR and help youconnect with customers. Find out how in this essential HPguide.
 
Intel, the Intel Logo, Intel Inside, Intel Core, and Core Inside are trademarks of Intel Corporation inthe U.S. and/or other countries.
 
 
The HP Social Media Guide
Page
1
 
The HP Social Media Guide
 
HOW TO USE SOCIAL MEDIA IN YOUR BUSINESS
 
Contents
Social media matters
 
Few business owners would call social media a fad today. In the Jive Social Business Index 2011,78 percent of the 902 executives polled said having a social strategy was critical to future success. Ad spend is movingonline and eMarketer predicts total social network spend will reach $6bn this year.Yet the Jive research also reveals a gap between executive aspirations for social media and business
practice. Only 17 percent felt their companies were ‘ahead of the curve’ when it came to social media
strategies, with smaller businesses the least likely to prioritise it. Yet it is small companies that willincreasingly rely on social media for marketing, according to another piece of research, the February 2011CMO Survey by the Duke Fuqua School of Business and the American Marketing Association.
It also found that only 11 percent of chief marketing officers believed their company to be “very effective”
at integrating social media into their overall marketing activity. So while businesses may now be convinced
 
The HP Social Media Guide
Page
2
 
of social media’s worth, they are less inclined to create a strategy, let alone one that is integrated in
tomarketing and communications activity.
This is a recipe for failure. In fact, some, including Altimeter’s 
,argue that social media’s
contribution now goes beyond just marketing
 –
companies should be creating coherent strategies that formpart of broader business objectives and demonstrate a clear link to the bottom line.
Why use social media?
Part of the difficulty is in defining it, determining what the business wants from social media, and decidinghow to measure it.
Social media’
 
has become a catch-all for the so-
called ‘Web 2.0’ websites that thrive on
user interaction
 –
Twitter, Facebook, LinkedIn, YouTube, blogs, wikis and a growing number of newplatforms are popping up to encourage online conversations and sharing.Businesses recognise the opportunity inherent here, but
even social media’s 
from discussing the term ‘ROI’.
This is partly because its value is intangible, residing in the conversations social media enable, the accessthey afford to existing and potential customers, the engagement and collaboration they foster.Outlets such as Twitter, Facebook, LinkedIn, YouTube, Xing and Quora fuel what Dachis Group
s DavidArmano called ‘the conversation economy’. They are a
boon for small businesses, which now have the
same reach as larger organisations and the ability to reach individuals on a scale that would’ve been
prohibitively expensive pre-Web 2.0.The numbers alone should be persuasive: 750 million people are on Facebook, 200 million on Twitter, 100million on LinkedIn, over 2,000 local meet-ups are arranged through Meetup.com.
It’s also a great leveller. “Small businesses have huge opportunities to delight the customer using social
media
 –
and to take bigger rivals d
own,” says
Chris Lake, director of innovation at digital marketing expertsEconsultancy.Its research has also found people increasingly keen on using social outlets as their primarycustomer service channel.At its best, social media provide businesses with fast feedback, the opportunity to amplify messages virally,more business opportunities, contacts and potential customers, faster growth, a low cost promotional
tool… But all this come
s with a caveat: they can also be a serious time waster.
“There’s a danger in small businesses being reactive, or getting involved to keep up with the Joneses,” adds
Guy Clapperton, author of  This is Social Media
.“Just because a competitor is active on Twitter andFacebook, doesn’t mean they are profiting from it.”
According to the Jive survey, 62 percent of executives believe social media have the potential to improvecustomer loyalty and service levels, while 57 percent believe a social business strategy could increaserevenue or sales. And of course, there are intangible benefits around brand visibility and customerperceptions but the challenge is quantifying the benefit.

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