Social Media Marketing
I have produced this guide as a starting point for anyone looking for guidance on using social networking to promote their business , not just Ebayers. I hope you find it useful and I will be releasing further business guides targeted at online traders in due course.
Consult FDI is an accounting, business and financial management consultancy practice based in Kent UK. Our Ebay handle is Greenfinlimited
The additional guides referred to can be downloaded from our online library- free registration at the resources section of our website online-fdi.com
The connections you and your business make are of paramount importance today.
Developing strategic relationships via networking events has been the traditional means of making new business contacts.
There are two main types of online networking, online social networking and online business networking. Online social networking is a service focusing on building relationships among consumers and online business networking is a service focusing on
building relationships between businesses.
This guide will give you a better understanding of how online business and social networking has evolved and how your business can use the internet to make connections and gain a commercial advantage. It will provide advice on the types of online networking events you can 'attend', identify some of the risks involved and good online networking etiquette. It will also discuss how you can create a social networking strategy and choose the right social media platforms for your business.
Choosing the right social media platforms for your business
Using social networks can make you stand out from your competitors. Engaging with
your customers online can raise awareness and build your reputation as a trusted
supplier. Social networks give your business an opportunity to gain new contacts from the
comfort of your office. Don't underestimate the savings in cost, time and other
resources such as travel that not having to attend a physical networking event can bring
to your enterprise.
Social networking can improve your business in a number of key areas:
• brand building
• customer interaction
• locating strategic commercial partners
• gathering business intelligence
When choosing which social media platform to use, it's important to understand where
your customers are. You should target your efforts towards the channels they use. In
some cases, you will find your best choice is obvious -for example, you may already
know that there is a group on Facebook that reflects your business interests and is used
by your customers. Use our interactive tool to choose the right social media platforms for your business.
You may find you need a combination of social media channels to cover all your needs.
Blogging involves posting regular stories, pieces of commentary or other content to a
website, which can be accessed and read by customers and other industry professionals. Most blogs are interactive, allowing visitors to leave comments and message each other.
By creating thought-provoking posts on industry issues, you can build a reputation as an authority in the field, stimulate discussion and strengthen your relationship with customers. Blogging also provides another route for potential customers to find you if they're not aware of your website.
Online PR may include engaging or responding to blogs that are not your own, with the intent of marketing or advertising your product or service. You will need to pay attention when choosing the blog you wish to engage so that you have the right target audience. See our guide on PR: the basics.
Social network channels
Social network services are online platforms, which allow people to create a profile representing themselves, and connect with others to broadcast information, stay in touch, send messages and recommend one another.
You could either join a general social networking site -such as Facebook -or a specialist business site such as LinkedIn or Talkbiznow.
Social network channels allow you to build a community of engaged customers who will spread your news and information for you. They can also help you get answers to
business questions and find new suppliers.
Having a presence on a social networking channel can keep you on your industry map
with relatively little time and effort.
An internet forum, or message board, is an online facility where people can ask questions and hold discussions by posting and replying to messages. Participating in industry and consumer forums to share your expertise and give constructive advice can boost your reputation.
Many forums are moderated (that is, messages are approved before they appear
online) so you will need to think carefully about how you present any sales messages.
Responding on a forum purely to post sales messages will not impress potential customers and may get your messages rejected or even banned.
Your social media strategy
To get started with social media and make sure you use it effectively, use our interactive tool to choose the right social media platforms for your business. There are a series of steps to follow.
Even if you do not want to market directly to the social web, it is important to listen to
what people are saying about your brand online. Using free tools like Google Alerts
and TweetBeep you can track key words and phrases, so that you can follow the
conversations that people are having about you.
Target and position
Once you have started to listen, you need to decide which social media platforms are
best for your business. Where is your audience and what are they talking about?
You need to identify what their 'passion points' are, so that you can engage with
them in an engaging and meaningful way.
Once you start talking to your audience you need to identify who the 'influencers' are these
are the people who post regularly, who receive a lot of comments from others or are linked to in other peoples content. These types of users can help you communicate to a wider audience.
Use your presence to engage with the community and open up a dialogue with customers. By listening and responding to what people have to say, rather than just pushing sales messages, you can gain valuable insights and build trust in your brand. It is important to say something regularly.
Think about the 'tone of voice' that you use in your content -customers will trust you
more if they feel that you are honest, responsive and engaging in your interactions with them.
It is important to address any negative feedback quickly and honestly. Responding
thoughtfully to negative feedback, resolving customer problems and apologising sincerely
-can go a long way toward limiting damage.
Assess any impact that negative feedback may have to your search engine ranking. It
is important to 'own' your ranking in universal search, so if negative links begin
to be displayed for your brand, you will need to address this. See our guide on search
To understand your return on investment from social media, you will need to choose
some key metrics to measure its effect. For example, for a Twitter account you could
measure the number of people who follow your account, the number of retweets and/or
replies to your posts, and the number of visits to your site through a link from Twitter.
You will also need to measure sentiment – what customers are saying about you. An example of how to do this would be working out the ratio of positive to negative
comments. See our guide on measuring your online marketing.
Advantages and disadvantages of using social media
Too many businesses enter into social media because it's 'the done thing' -they
feel they should have a presence purely because their competitors do. Use our interactive tool to choose the right social media platforms for your business. There are a number of real benefits to getting involved with social media, provided it is properly planned and executed.
Business advantages of effective social media use include:
• compelling and relevant content will grab the attention of potential customers and increase brand visibility
• you can respond almost instantly to industry developments and become heard in your field
• it can be much cheaper than traditional advertising and promotional activities
• social content can indirectly boost links to website content by appearing in universal search results, improving search traffic and online sales
• you can deliver improved customer service and respond effectively to feedback
• customers can find you through new channels, generating more leads
• increased loyalty and advocacy from the customers you've connected with
• you will need to commit resources to managing your social media presence, responding to feedback and producing new content
• it can be difficult to quantify the return on investment and the value of one channel over another
• ineffective use -for example, using the network to push for sales without engaging with customers, or failing to respond to negative feedback -may damage your reputation
Using social media to support innovation in your business
Social media can be an excellent way to reach out to both existing and potential
customers and take advantage of their creativity. There are two ways to involve
your network in developing new products and services:
• Crowdsourcing -asking your network to brainstorm solutions to a particular problem your company is experiencing, either on their own or in groups. The community collects,
develops and ranks the contributions to reveal the strongest performers.
• Open innovation -allowing people to submit their own competitive ideas and inventions for your company to harness.
With so many minds able to network together, crowdsourcing and open innovation allow people to work together on a massive scale. By involving your online contact network in your company, you can benefit from:
• the wisdom and creativity of people outside your own workforce
• the increased likelihood of people picking up on and developing innovative ideas that might otherwise go unrecognised
• the outside perspective of customers -and potential customers -who may see issues and opportunities you're unaware of
• increased customer loyalty and brand advocacy that comes from having a say in your company's offer
• lower costs when developing new products or enhancements, and more certain market success for them
Some potential drawbacks include:
• a lack of long-term motivation from participants
• a lack of written contracts, non-disclosure agreements or employee agreements
• difficulties managing a large-scale project and maintaining a working relationship with crowdsourced workers
For crowdsourcing to be truly effective, you will need to reward the people who make a
difference to your profitability -for example, by giving prizes or simply crediting work.
Beware of causing discontent by failing to recognise the efforts of contributors.
Marketing to the social web
Making connection with other businesses via online business networks ultimately
means marketing your goods or services. It is important to realise that online networking
isn't just another sales channel that you can approach in just the same way as your other
online marketing. Special attention has to be paid to the network members themselves
and what level of advertising they are prepared to tolerate on their network.
Networking and marketing strategies
The types of advertising you can use within the online networks you join are similar to
those that you may already be using across the web. These include:
• Banner advertising -banners occupy a designated area for rent on web pages, and can include video, audio and interactive capabilities. Banner advertising usually works on
'click-through' -users click on the banner and are linked to the website that is paying for the advert. See our guide on pay per click advertising.
• Email campaigns -sending targeted emails to selected customers or potential new customers, sometimes containing special offers, discounts and other promotions.
• Viral marketing -online 'word-of-mouth' or 'tell a friend' campaigns that encourage users to spread the message to their social networks.
• Link building -some social networking sites provide profile pages, blogs or other editable
spaces that allow keyword rich links to be added. This can contribute to your search engine optimisation strategy. See our guide on search engine optimisation.
You may also want to take advantage of newer, targeted forms of advertising using
social media sites. This could include:
• posting links or mentioning a product or service in your status updates
• automatically-generated targeted banner advertising, based on a site's user-demographic data
• creating 'groups' or 'pages' to market a contest or new product, or to increase brand awareness
• offering cheap or free apps, such as games or useful tools, which carry your brand
Understanding online network users
You may already be using each of the above types of advertising to promote your business online. Remember that networks are collections of people and businesses that have chosen to join that network to gain business contacts and not necessarily to
see advertising messages.
You must evaluate the level of advertising and promotional material you can push to
these members. Also, the kind of advertising you use is also important. A viral ad
campaign may be wholly inappropriate within a network of company directors for
You should also check the terms and conditions of any online network that you intend to use, to ensure that any marketing activity that you do is acceptable. See also our guide on e-commerce and the law.
Online networks are now becoming a hotbed for advertising space. Businesses have been quick to realise that the captive audience of online networks are ideal for focused marketing messages.
Placing advertising within online networks is gathering pace. As with your business' other
marketing spend, carefully consider which online networks to use and the marketing
message you want to get across. This will ensure a good return on your investment.
Find practical information about advertising on the Advertising Association website -Opens in a new window.
Social networking sites such as Facebook and MySpace offer a number of different
advertising options including pay per click, pay per view, banner ads, Flash ads and
classified notices. Advertising can be targeted against a variety of demographic
criteria (eg age, marital status, location) relating to network members. Some sites
have tools that can be used for research, giving your business valuable customer
profile information. This will allow you to make informed decisions about whether a
particular social networking site is appropriate to your marketing strategy.
Find out about internet advertising on the Internet Advertising Bureau (IAB)
website -Opens in a new window.
Network marketing dos and don'ts
If you intend to use online networking as part of your marketing mix, there are a number of dos and don'ts you should comply with:
• Thoroughly research the network(s) you want to advertise on. Understand who the participants are, and what marketing messages they are open to.
• Develop metrics to enable you to track and analyse the return you are getting.
• Ensure you are aware of and comply with all the regulations and legislation that now apply to online marketing.
• Spam your fellow network users with messages. With online network marketing, quality is much more favourable than quantity.
• Ever sell or otherwise pass on any personal details about the people or businesses on your target network without their permission.
Security and online networking
Whether you intend to join one or a number of online networks, security should be at the
top of your agenda. With the rise of identity theft, fake emails and security threats to
small and large companies, ensuring you are using online networks safely is essential.
that wants to install itself on your computer.
Find out about responsibilities when handling personal data on the Information Commissioner's website Opens in a new window.
Find out how to combat corporate identity theft on the Companies House website -Opens in a new window.
Checklist: online social and business networking
Whether you are looking for one or more online networks to join, or are thinking about
starting your own network, there are a lot of factors to consider. Planning is vitally
important to ensure you join the right network(s) that will deliver the business
benefits you are looking for.
General points when joining a network:
• Develop your user profile.
Networking is all about relationships. The more people and businesses know about you, the closer that relationship. However, be careful when exposing information about
yourself and your business. Always check your data is being held securely.
• Obey the network rules. Every network has its own rules. Ensure you are aware of the etiquette that is in place.
• Maintain contacts. It can be difficult to maintain a large number of contacts as you join more networks. Identify the key contacts you want to maintain a relationship with. This will
enable you to better budget your time and resources.
• Create new, original and engaging content. No one wants to read boring posts on the networks you are a member of. Try to write relevant and engaging content each time you
contribute to a network.
• Place advertising on carefully chosen networks. The online networks that have developed over the last few years are clearly a great location for your business'
advertising. Banner ads are now appearing on network websites.
Careful consideration must be given to what kind of advertising is placed on these networks and what messages they contain. Research the profile of network members to
help you design an engaging advertising message they will positively respond to.
Checklist when joining a business network:
• Choose the right network for your business goals. Ask yourself why you are joining an online network. What do you want to get out of this activity?
• Avoid the hard sell. Your core motivation for joining an online network may be to sell your
business' goods or products. Try to avoid hard sales pitches on your networks as these are usually rejected.
• Commit enough resources. When joining one or more online networks that support your sector, think about how much time and resources you have available. You and your
business need to maintain these network connections, which can take more time and resources than you might initially think.
• Enhance your business brand. Joining a network can have a great positive impact on your business' brand. The close working relationships you can build via networks is now an essential component of modern branding practice.
• Include online networking within your marketing mix. Online networks may have marketing at their heart, but don't forget the other forms of promotion your business is using. It's easy to disproportionately assign resources to online networking. Don't
forget your other forms of advertising and promotion, as they are effective as well.