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. 
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:
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 
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.
by Jim Hughes on January 20, 2010
Of all the purchases a consumer makes, buying an automobile is one in which a high level of trust during the transaction process seems to be the exception, not the rule. Social media presents forward-thinking auto dealers a way to change this perception. 
Social Media Can Be the Difference
Today’s savvy consumers do their homework online prior to shopping. This is particularly true when it comes to shopping for a car. Buyers are learning about new and redesigned models, dashboard technologies, cool gadgets, fuel efficiencies, hybrids, and of course pricing. However gathering information about an important product is one thing, deciding where to purchase it is another. In the end, people buy cars from local dealerships not automakers. It is here that the engagement process becomes most important. It is here at the dealer level that social media can be the difference.
Building Relationships
Social media provides auto dealers a platform to begin the relationship building process before a customer picks up the phone or enters the showroom. When done properly, social media allows dealers to engage customers in two-way conversations by providing relevant and timely information, offering ideas and solutions, highlighting community and charity involvement, as well as actually giving a glimpse into the people and personalities at the dealership. It is this type of transparency that helps build confidence between a business and its customer base.
Further, auto dealers can use social media communities to enhance relationships with their current customers. Special offers, incentives, contests, employee and customer recognitions as well as car care and maintenance tips can all represent added value to their clients.
Refreshing Approach
As businesses from many industries use social media to engage their customers, auto buyers may find this approach from dealers to be a refreshing change to the relationship dynamic. The Internet has created an educated consumer – social media provides the platform to build relationships with them.
by Jim Hughes on July 16, 2009
Developing client relationships online is much like doing so in person. Of course there are a few obvious differences, yet the similarities are many. For the purpose of this post, I will focus on one of the common threads – credibility.
Regardless if you are communicating in person, online or through other mediums, building credibility with clients takes time and effort. When communicating with a potential client in person, the objective should be to discover and understand that client’s specific needs. Once understood, your goal is to provide information or advice on solutions that best meet those needs. Depending on the business, product and service this process can take several days, weeks or even months. It’s a consultative approach which I believe works best.
The online approach should be the same. I recently wrote that sharing expertise, exchanging ideas, providing solutions and answering questions allows for building lasting client relationships. Brands and companies that provide useful, transparent information become relevant and credible. Again this takes time and some commitment.
Providing compelling content to your prospects via your website, blog, eNewsletters and other communications increases the ability to influence the perception of your company, and ultimately the behavior of your target customers.
How are you developing creditility with your clients online?
