Social media has forever changed the way we communicate! Do you think that sounds radical because if you do, this post is for you? One who isn’t that familiar with the evolving digital mediums might wonder what the value is in adding it into traditional marketing. How is social media making your brand or product more valuable and relevant?

First and foremost, in the social world, it’s about the message and not the medium! You have to learn how to relate to your target audience – which means listen before you leap! A good way to relate to your audiences is to make sure that you are using the same social media tools that they are. Show your audience that you are listening and that you care about what they have to say; spark a conversation and engage. Check out this video from Erik Qualman for a few examples of how our world is going digital.

With social media, you are able to connect and interact with consumers you would have never met unless you were out on a sales floor. The people who are talking about your brand on social media are the ones that have the strongest opinions. Start listening! These people are your direct line to product and brand feedback. Use them to help you determine what’s working, what people can’t stand and what you should potentially be doing differently.

Remember to keep your messages in line with your company’s established public image and don’t stray from that image. It is important to create a brand’s social identity and make it relatable to the common social networker. This will be one more avenue through which you can express who your company is, what they do and why they do it the way they do. Why do women swear by your product? How do you effectively solve a problem everyone rants about? What are some ways that you engage with your customers through social media? Do you run promotions? Do you have a live chat with customer service? Anything you can do to help your brand be easily reachable and relatable will help your influence grow.

Consider this: There is an online conversation going on right now about your company, your products or your industry. Are you going to be a part of that conversation, or not? Forget for a second that you may choose to stay out of it because it is intimidating, or you THINK that it is a fad or is unimportant. What is your competition saying about social media as a business tool? Do you really want them to be the only ones out there establishing themselves as an authority on your business? If consumers run into you in the presale process somewhere in social media land, are they going to be more inclined to want to do business with your company during the buying cycle?

In the coming weeks, I am going to create a “how to” blog on jumping into the social media space. How do you determine where to get started? What’s a good way to establish your goals and business strategy? What social media platforms should you be using to accomplish those goals? Should you hire someone to take care of this for you or should you be doing it yourself? How can you learn about your competition and beat them in the social media space?

What am I missing here? What are you thinking?

DISCLAIMER: The views and opinions expressed in this blog are mine and mine alone. They do not represent the thinking of the company I work for, or anyone else with whom I am affiliated. Except my wife of course, who is good at telling me what not to say.