Conversation Pieces

It’s a brave new Web 2.0 world out there, and if you have been putting off getting involved in social media or poo-pooing all the fuss, the current recession offers the perfect time to give a new marketing vehicle a try. Social media – blogs, wikis, video and photo sharing, microblogging, social networking sites – can help grow your at-home company in ways you never thought possible. So whether you deal in on- or offline products or services or have a local or global clientele, here are 6 reasons why social media can rock your business world.

1. Extend customer reach. It’s simple: the more people that know and hear about your business, the more likely they will become customers and/or will recommend it to others. Social media connects you with people near and far, locally and globally, depending upon where and how you choose to participate. Find new connections from current connections on LinkedIn. Create regular, keyword-rich blog posts that can help your business show up more frequently in search results and, hence, increase readership. Post how-to videos on YouTube.com.

2. Create positive brand awareness. You’ve heard this before, but it’s true: Chances are, people are talking about you and your brand right now somewhere. And while in the past, those discussions were held behind closed doors, privy to a select few, they’re now taking place for all the world to see. Social media allows you to not only get involved in those conversations but to help lead them – to create a public face or personality for your company. So you should be out there spearheading the information brigade.

3. Increase website traffic. Every mention of your company – accompanied by a link to your website, of course – has the potential to bring new visitors to your website. So work those links: create links in your blog regularly, and make sure your link appears in comments made on other blogs. And if you’re lucky enough to have a post become popular on a social media site, such as Digg or Reddit, you’re sure to get a huge surge of traffic for at least a day or so, with some lingering effects days after.

4. Meet new business associates. See someone interesting on Twitter? Follow her. On Facebook or LinkedIn? Ask to connect. Finding people in similar fields or like interests has never been easier. What’s more, you can use social networking sites to inform your communities about any upcoming travel plans in order to see if anyone would like to meet up. “It’s not just about online presence,” says Scott Monty, head of social media at Ford. “Get out there and meet people face to face. That's where some of the best brainstorming and true relationship building occurs.”

5. Stay on top of trends and news events. I learned about the recent Denver crash on Twitter first (from a passenger aboard the plane!). Same for the recent Bethesda water main break. Information travels at the speed of light across social networking sites, so it pays to be curious and pay attention.

6. Improve customer service. Social media allows you to react quickly to potential problems and quell discontent, and many companies have created social media executive positions and departments. Ford’s Monty (@scottmonty on Twitter) is probably one of the best examples of a company out there getting the word out. Monty is often online, spending time answering questions, solving problems and correcting misconceptions. What’s more, as this story was being written, social media expert Peter Shankman told a sad tale about TiVO on Twitter. Within hours, he said TiVO called and “made it right.” Speed of light.

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3 More Reasons Why Social Media Rocks

It’s free. Twitter, Facebook, LinkedIn, Blogger.com… not one sign-up fee to be had. Nothing to lose, and everything to gain.
It’s easy. All you need to know is your name and email address, and you can sign up in a matter of minutes.
It’s fun. Who doesn’t like playing with new toys?

WHY’s Tips

• Don’t make it all about you. Yes, we know you’re eager to promote your business/brand, but the best way to make friends in social media circles is by giving helpful information – an interesting link, your take on a current event or a even recommendation for a dog groomer.
• Have a strategy. Think about why you want to engage in social media. Who is your target audience? What are your goals?

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What They’re Saying About Social Media

“We use social media such as blog comments, social networking, forums, article marketing, Twitter and other means to help build our brand to the consumer. We've been able to help people and meet others outside of our site, which has resulted in new traffic and awareness of our business.”
--Joshua Dorkin, founder, BiggerPockets.com

“When you work in a home-based business, connecting with colleagues is great for brainstorming, networking and the occasional commiseration. Most people are extremely generous and happy to share their knowledge.  One Twitter follower, for instance, gave me a recommendation for workspace in Manhattan that I went on to lease. Another recommended a trade organization that I subsequently joined.”
--Iyna Bort Caruso, an award-winning freelance writer and head of Sweet Lime Ink, a Long Island-based editorial service