How To Include Social Media In Business

By Dan Shapero, ClikCloud, CRN June 01, 2012

Page 3 of 3

Post video when possible
YouTube is one of the largest search engines based on volume of queries. Creating video content is another outlet to reach a broader market. If you host webinars make sure you record them and get them out to your social networks for replay. Also, most handheld devices record HD video. You don’t necessarily need a production studio to create video content suitable for posting. If you have to choose, focus on the quality of the content vs. the quality of the video. You may not have the next viral video, however, you can extend your reach and attract new customers by providing basic tips on computer service.

Remember to Pay Per Click
Facebook and LinkedIn have pay per click programs similar to Google Adwords. Google ads are displayed when someone searches a particular keyword. Someone doing research for computer repair, wifi support or network compliance consulting in your area is an ideal candidate to see your ad. Unlike Google, Facebook and Linkedin ads target your ads to the demographics and interests of your prospective customers. Unlike Google, your prospective managed service client may not be searching for a solution at the time they see your ad. Consider using these ads to support branding and awareness in your local community. You target your ads to business networks for a target vertical (e.g. law offices), your local chamber of commerce or local community websites. This is a great way to keep your business top of mind and brand your company in a cost effective manner.

Track everything, always
As with all marketing activity you need to track your activities so you can direct your time and money at those programs that deliver the most revenue and end those programs that underperform. Social networks like Facebook and Linkedin have tracking and performance reports that compliment their pay-per-click programs. Most website analytics packages will also track referral sources and conversion rates (sign-ups for things like price quotes or on site network evaluations). Make sure to track traffic from your social media campaigns back to these sales and marketing objectives.

In addition to tracking performance there are also tools available to track the quality of your social media programs. Socialmention.com does a good job tracking sentimiment (i.e. positive, neutral and negative posts), keyword activity and even who your ardent fans are by name. It is a good idea to audit your social network activity on a regular basis.

Don’t put your eggs in one basket
Social Media is mainstream. 800,000,000 people will not unplug from Facebook overnight. Social networks like Facebook, Linkedin and Twitter provide a powerful platform to get your message out. If ignored, social networks may also negatively impact your brand. However, don’t cancel all your other marketing programs to focus all your attention on social media. Instead integrate social networks into your existing programs and use them as an extension to get the word out. Just like email marketing, telemarketing and direct mail, if that still exists, social media is another way to reach customers and prospects.