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digital presence

Social Media Misconception

by Jim Hughes on August 8, 2010

The biggest misconception businesses have regarding social media is that believing if you simply build it, they will come. Just because you brand a Facebook page, blog, YouTube channel, or Twitter feed does not mean that you are using social media.  EmptyStadium

To have a worthwhile social media presence, you need to create a constant dialogue and exchange of ideas. This is what builds social communities and interest in your business.

Approach   

Companies should define their approach to social media and establish a sustainable plan that creates two-way communication and engagement. They need to answer the following questions:

plan first

1) Who will be the voice(s) of our social media community? 

2) How are we going to sustain and grow our social media presence?

3) How do we ensure that our company’s image, management style and culture are properly represented?

Some companies are turning to third parties to consult or lead these efforts – much like they use ad agencies for traditional marketing and advertising. A good 3rd party social media firm can help determine best practices and develop a sustainable plan. However, it’s most important that the company itself be involved and dedicated to the process.

Communication   communicate

Again social media is a valuable two-way communication vehicle. It establishes a business’ online image while extending its personality and culture. It represents a company’s customer service, sales, and management teams. Most importantly, social networking is about relationship building… gaining loyalty and trust with your customers. This can be done through communication, response, and candor – some personality helps as well.

Social media is a powerful tool and companies should not overlook its importance. Taking time to understand these communication platforms, create a strategy and develop a sustainable approach can be a difference maker going forward.

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Which Companies Take The Lead When Recovery Kicks In?

by Jim Hughes on October 29, 2009

When recession turns recovery, which companies will be poised to take the stage and lead their respective industries? Sure, history shows us companies that continued to advertise and promote during recessions (even the depression) were the ones that came out ahead when the economy turned. However, I think there’s more to it this time.

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Which Companies Take The Lead When Recovery Kicks In?

Certainly there is history to remember, but today’s consumers want more than just intrusive advertising. There are emerging trends in the way we communicate which may reveal the answers.

New Media, New Audience, New Technologies, New Brands

The incredible growth of the Internet and Social Media cannot be ignored by any business in any industry. To do so will be at the risk of your own demise. Don’t agree – look at the facts.

  • Over 80% of Americans use the Internet today
  • People now spend as much time online as they do watching television
  • Facebook has more than 300 million active users
  • President Obama used social media to spread his message, gain followers and ultimately win an election (let’s not forget Twitter’s impact in Iran)
  • Google is #7 Ranked Brand Name in the World

Stay Relevant With Customers Or Die

Stay quiet during this down time – good luck! Slash marketing budgets, yet do nothing in its place to stay in touch with your customers – who are you again?  However, it’s not about maintaining your advertising – there’s more to it this time.

We Will Do Business With Those We Trust

With the meltdown of the banking and automobile industries, loss of jobs and overall job security as well as the enormous hit to 401k plans, home values and net worth – Americans are reevaluating which businesses they will trust going forward.

Today’s information evolution driven mainly by the Internet and social media has created a media savvy and educated consumer. People want to make up their own mind about what they need. They want to form their own opinions on products and services – and they will express those feelings with others.

The Internet and social media is changing the way we share, exchange and connect with each other. Companies who embrace these new communication platforms to provide relevant and transparent information, share their expertise, exchange ideas, offer solutions and answer questions will gain credibility and build relationships with customers.

So, Which Companies Take The Lead When Recovery Kicks In?

The ones we trust – because there’s more to it this time.

How about you? What do you think will shape the companies that will take the lead?

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Combine Customer Retention and New Business Strategies

by Jim Hughes on October 19, 2009

With ROI as a constant focal point, business owners must implement strategies which accomplish multiple objectives.  However how many have considered this approach with their customer retention and new business marketing efforts?


Combine Customer Retention and New Business Strategies

According to a recent study, 41% of small business owners said their top short-term priority is maintaining their current customers. While 26% say they are focused on growing their business. These statistics come from OPEN Small Business Monitor, the semi-annual survey of small business owners conducted by American Express.

That’s two-thirds of all small business owners surveyed that identified satisfying current customers and new business development as their top priorities. I must admit to being surprised the percentage isn’t higher. After all, not many priorities would be more important to any size business. The question that comes to mind though is how many companies actually combine these efforts under one strategic approach?

The Internet and Social Media platforms provide businesses with unique opportunities to combine customer retention efforts with business development initiatives. When a company provides relevant and compelling information, shares its expertise, exchanges ideas, offers solutions and answers questions to consumers it allows itself to build relationships with both current and potential customers.

Companies which maintain an active and evolving digital presence create a consultative approach with their current and potential customers – one that they actually learn to appreciate. It provides an opportunity to communicate with customers during all phases of the sales cycle – without being intrusive. When done properly, it’s an approach that provides transparency, gains credibility and builds trust with your target customers. It serves multiple needs for a business including the important areas of customer service and lead generation.

Does your company incorporate strategies which connect simultaneously with your current customer base and your target market? I’d be interested in hearing your thoughts.

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