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web presence

Social Media Misconception

by Jim Hughes on May 31, 2011

One social media misconception many companies have is that believing if you simply build it, they will come. Just because you brand a Facebook page, blog, YouTube channel, or Twitter profile does not mean that you are using social media.

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To have a worthwhile social networking presence, you need to create a constant dialogue, whether it’s sharing information, exchanging ideas or creating engaging content. This is what builds social communities and interest in your business.

Approach

Companies must define their approach to social media by establishing a strategic and sustainable plan that creates two-way communication and engagement. To begin, the following questions must be addressed:

plan first

1) What are the social networking goals for the enterprise?

2) What are the social media guidelines and policies for the organization?

3) Who will manage and be accountable for the companies’ social voice?

4) What is the plan to sustain and grow our social media presence?

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

6) Who is responsible for monitoring our social media communities and what procedures do we put in place for timely and proper response.

Along with these initial steps, the enterprise must also define stakeholders and assign accountability for its social networking efforts. Establishing a social media manager with credentials and decision-making abilities is a good idea. After all, the person managing this position represents the company’s customer service, sales, and management teams.

Many companies turn to third parties to consult and lead these efforts. A good social media firm will suggest best practices, develop a sustainable plan, manage initiatives and monitor social conversations. However, it’s most important that the company itself be involved and dedicated to the process.

Communication   communicate

Social media is a valuable and unique two-way communication vehicle. It establishes a companies’ online image and can highlight its product and service offerings in a non-intrusive manner – while at the same time providing insights to the personality and culture of the enterprise. 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 for your enterprise.

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Social Media Can Be the Difference Maker for Auto Dealers

by Jim Hughes on April 20, 2011

Social media can change the buyer-seller dynamic. 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.  5-15-09dealership1

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 networking 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, creating fun and engaging contests, as well as giving a glimpse into the people and culture of 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.

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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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