Five Tips to Get Started with Social Media

Shane Fell, VP Business Development – Top Floor Technologies

Is social media important for manufacturers?  If so, how should I use it, and how can I get started?  These are among the most common questions I hear today.  Many companies have key misperceptions regarding social media.  Some choose to ignore social media, either because they don’t understand it or believe that it has no value for companies serving a b2b market.  Others feel that social media is the long-lost solution to all of their marketing challenges.  Both positions are inaccurate.  While social media should not be viewed as the backbone of a manufacturer’s marketing strategy, it’s here to stay and smart marketers need to understand how to use it effectively.

Here are a few tips for companies who are looking to get started with social media, but may not be sure where to start.

Tip 1 – Secure Your Brand

Even if you are not ready to actively engage in social media, be sure to take the time to secure your company and brands within key social media properties.  Register your company name on LinkedIn, Facebook, Twitter, and Google+.  Doing so will help protect your brand, and prepare you for future social media activities.

Tip 2 – Listen First and Make Connections

A great way to get started with social media is to begin by observing, particularly for those who have not yet acclimated to social media tools.  Begin following people of interest on Twitter.  Join relevant groups on LinkedIn. Check out other companies, whether in your industry or not, and see how they are using social media.  What are they talking about?  How are they interacting with their customers?  Begin noting ideas that may relate to your business.  As you acclimate to the types of conversations taking place, you’ll grow more comfortable developing your social media voice.

Be sure to connect with your colleagues and customers on social media networks, in particular LinkedIn.  As you build your network, you’ll have a great opportunity to connect with others for both business and learning opportunities.

Tip 3 – Provide Value with Your Content

Social media, at its core, is about conversations - conversations about products, brands, services, people, and more.   Don’t make the mistake of using social media solely as a means to push a sales message.  People will quickly tune out.  Consider how you can add value to your audience, and take an educational tone.  Allow your expertise, or that of your employees, to add value for your audience.  Post information that your market would find informative, interesting, and educational.  Social media can help establish you as a thought leader in your space.  To be followed, provide information worth following.

Tip 4 – Use Social Media in Your HR Efforts

Today’s job seekers are using social media as a central part of their career search.  Use your social media presence, in particular LinkedIn, to list open positions at your company.  Your existing employees who are active in social media can share information about opportunities at your organization with their networks. In addition to using social media to generate interest in your company, use it as a tool for learning more about prospective job candidates.  Review their profiles as you consider whether are not they are a good fit for your company culture.

Tip 5 – Integrate Social Media with Your Website

An often overlooked use of social media is as a means of adding quick, current content to your website.  Consider adding a Twitter feed to your site, and use it to post news instantly.  Each “tweet” that you post – whether from your desktop, laptop, or mobile device – can be instantly displayed on your website through your Twitter feed.  It’s an easy way to make your website appear current, push out newsworthy information instantly, and show that your company is progressive in its use of the Web.  In addition to adding a Twitter feed to your site, use your website as a means to solicit “likes” for your company or brand Facebook pages.

Social media is a central part of today’s Internet experience, in particular for the younger generation in the workforce.  By understanding its potential business uses, smart marketers are able to better connect with employees, customers and markets.  While social media is not a substitute for a well-rounded marketing strategy or an effective company website, it is a valuable tool that businesses can’t afford to ignore.

Shane Fell is vice president of business development for Top Floor Technologies of Milwaukee.  He writes and lectures extensively on electronic marketing. sfell@topfloortech.com