Using Social Media Effectively In Business

I’ve been back in the United States for almost 2 weeks and this morning, I drove by one of my favourite diners. The windows looked dark; I couldn’t see any lights or anyone inside, and I wasn’t sure if they were even open. I was hoping to catch a booth, grab some breakfast, a coffee and get a few hours of work done. Pulling into the parking lot, I grabbed my phone, checked the diner’s Twitter feed and read their last post. Their most recent post on their Twitter feed was from an hour earlier; it was in response to someone saying that they had come by, and the diner wasn’t open. The diner had seen the tweet and responded that they were open now. This, I thought to myself is a great example of the power of social media as a tool for business. Not only did this simple tweet get me exactly the right information that I wanted exactly when I wanted it, but it also showed that this particular business cared about their customers by closely monitoring the conversations about them. 

The problem for many businesses is that they see the integration of social media into their business practices as an obligation. Perhaps they feel that simply having a presence on Facebook or Twitter is sufficient; and then more-or-less, let it remain static. Social media today is the antithesis of static. Instead, social media acts as a sounding board, a litmus test and, at times, a judge and jury.

We need only look to the proactive measures taken by major corporations for inspiration on the correct applications of the various social media platforms. When a customer complains there are often teams of people dedicated to resolving the issue; in a very public way no-less. When one needs to make announcements promptly, many companies rely on the instant gratification afforded by social media. Some have recognised the power of social media to boost their profile, brands and interactions. Businesses both large and small are embracing social media and recognising the benefits. Still, it is important to ensure that you’re utilising these platforms in the most efficient and effective manner.

Of primary concern when planning your social media strategy is to determine which platforms are appropriate for you and which aren’t. To accomplish this, you simply must know your customer demographic and the social media platforms they are active on. Now don’t think of your chosen social media platform as a bullhorn from which you can shout out to the world. Instead, think of it as a funnel through which the world can reach you. Furthermore, in terms of content, it is important to be both timely and frequent with your audience. Building a relationship with your customers on social media requires continuous engagement. 

Social media can be a powerful tool for business. Businesses must be intentional and thoughtful both in the applications of their social media strategies and the executions thereof and respect the power and the responsibility that social media affords.