Should You Market Your Business on Social Media Networks?

My clients often ask me if their business should be on Facebook, YouTube, Twitter, LinkedIn, MySpace, or any one of the many social networks out there. I usually respond with a question: “Do you think your customers are on these networks?” If they say “yes,” the answer is clear – you need to be where your customers are!

1. What’s in it for your business?

Social networks have an incredible reach (according to ComScore, Facebook now gets over 35 million daily visitors).

Whether you want to promote specific products and services or your brand in general, social networks can be a great vehicle for getting your message seen and heard. If done successfully, your social media campaigns will increase your company’s exposure online, and make it easier for potential customers to find you using search engines. They can also help you create a following of loyal customers who will champion your business to their friends, family, and coworkers.

2. Make it part of your marketing strategy

From the marketing standpoint, you should first consider your content strategy (in simple terms, what information do you want to make available, to whom, and where). Just like with your company website or blog, the information you provide on social networks should be related to your business, and should provide value to your potential customers. The key is knowing where your customers “socialize” online and understanding the differences between the various social networks.

Once you know this, you can design your social media strategy. Don’t just convert a personal account on a social network (if you already have one) to represent your business. Instead, create a proper business page, and use it exclusively for your business rather than catching up with friends and family. Some examples of material suitable for social networks include product announcements, specials, coupons, product photos and videos, and customer support/relations.

3. Publish, Monitor, Measure

Don’t be discouraged if your social media page does not attract hundreds of followers right away. Keep publishing relevant content, and you will see your fan base grow. Monitor your fans’ comments about your business and always respond to their feedback, especially if it is negative.

Although many social networks do not cost anything to join, remember that your time itself is valuable. It is easy to spend hours updating pictures and responding to comments on the social network. Don’t loose track of the goal! Any marketing activity should have measurable value for your business, so be sure you know what it is you are trying to accomplish on the social networks, and have real measurable results, so you know if it’s working.