Are You the Next Great Tweeter?

Tips to help you succeed in the social media space

We recently came across an interesting study by Opinion Research Corp. that found that 52 percent of small businesses believe having a social media presence is important for a company, and of those that currently engage customers through social media platforms, 59 percent say it has provided value to their business. While the percentage of small businesses using social media channels to boost their business development efforts is still relatively low, there's no denying that sites like Facebook, Twitter, and LinkedIn (not to mention company blogs) are becoming an increasingly cost-effective way for companies to build relationships with customers. If you're considering the social media space for your growing business, we suggest that you take it slow. But do consider these tips:

• Be a good listener. Before you create, say, a Twitter account, take the time to see how users are engaging their "followers." What is being said? What kind of messages are being forwarded? Who should you follow? It's important to sift through the noise and find people with whom you wish to engage. Here's how to get started: go to Twitter.com/searchand type in a keyword or phrase, such as "brand building." You'll immediately see "tweets" from those folks who have posted messages on the topic.
• Have a conversation. Think of social media as a room filled with potential customers. Your job is to find a way to converse with them in a meaningful, relevant way. Like the real world, if you bully your way in and try to steal the spotlight, people will simply give you the cold shoulder.
• Lay out your objectives. Do you want to boost brand awareness for your business? Gain new customers? Promote a product or service? Track your competition? It's important to establish your objectives so that implementing and maintaining a social media program takes up a reasonable amount of your overall time.
• Be informative. Rather than react to a post with a blunt sales pitch, tell your side of the story. Provide expert advice if someone asks for it, or point them to a white paper you may have developed on the topic. Inform rather than "me-form."
• Know thy audience. To better connect with social media users, understand their needs and engagement style. That will give you a better chance of joining the conversation and having a positive experience.