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Social Media can be used to position your company, build brand loyalty, generate buzz and conduct market, product or customer research. The operative word is "social." You want to get people talking and interacting with your organization and listen to what they are saying.
"Make sure you connect with consumers and feed them between campaigns to keep them interested," states Josh Bernoff, vice president at Forrester Research.
Once you have built an online community, what do you do to keep them talking? You keep listening, interacting and learning.
Comments made about your blog, videos, Facebook posts or LinkedIn discussions give you real-time research. You'll get better mileage if your social media is consistent like a long drive on the interstate. Stops and starts like city driving will decrease your investment mileage. If posting and monitoring the dialogue is information overload, find a service to manage and analyze content.
The payoff of social media is long-term sustainability.
"110 million Americans or 60% of the online population actively use social networks. Half of the social networkers surveyed had 'friended' or become a fan of at least one brand."
Anderson Analytics survey
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