Terri Holley, Social Media Strategist

Why should businesses choose to use social networking websites?

I interviewed social media strategist Terri Holley of Creative Blog Solutions about the ever-growing presence of social networking websites and how they relate to businesses.

Why should businesses choose to use social networking websites?

For businesses that want to grow and become profitable, social networking is an excellent way to generate more leads, retain existing clients, and create additional streams of revenue.  By leveraging blogging, interactive media, and other social channels, businesses can reach more people in their target market and deepen relationships with prospects, clients and constituents.  A vehicle for word-of-mouth marketing, social networking enables business enthusiasts and customer evangelists to spread news and opinions via their social channels.  Social networking also has the potential to drive a massive amount of traffic back to a business site and create a large number of repeat visitors.  And unlike other forms of marketing, social media has a very low barrier of entry and it is something anyone can master.  Most social technologies can be leveraged in-house with a little training and knowledge.

What are the pros and cons?

I really have a hard time coming up with reasons why businesses should not jump into the social media space while prospects and customers are having conversations about their brand, products, and services with or without them.  The smartest thing seems to be becoming an integral part of the conversation.  The pros include being viewed as a business that cares, influencing the tone and flow of the conversation, and enjoying an honest and open dialogue with those who can make or break your business.  With tools such as Twitter, Facebook, and Yelp, consumers can quickly control how the public perceives a business and its products and services.  Whether the perception is positive or negative, having a presence in the social media space allows a business to be a contributing member of an online community.

Is it beneficial to have a profile on more than one social networking website?  Why or why not?

I think it is important to make a judicious selection of social media channels, the most important factors being the social media profile of your target market and the ways in which your prospects and customers engage with social technologies.  For example, with the 18-25 age group still dominating Facebook, a fan page on this site may not be the best strategy for reaching those who are 65 and older.   If you set up a blog, will your target market know how to leave a comment or navigate the site?  Will your target audience understand Twitter?  These are all important factors to consider.  On the other hand, some believe that signing up for the most popular social networks might prevent someone else from being mistaken for your business and might protect a profile that you may use later.

How much does social networking contribute to business growth and sales?

It is well known that the growth and sales of a business are directly proportional to its relational capital.   Social networking and other forms of social media can help a business build relationships.  I view social networking as a perception-builder as opposed to a direct money maker.  My belief is that the perceptions a business creates and the relationships it builds today will lead to a healthy, profitable, and sustainable business tomorrow.

What does an active presence on social networking websites say about a business?  How do clients or prospective clients view this?

An active presence on social media channels is very important.   The recent Cone Business in Social Media Study revealed that 93% of Americans expect companies to have a presence on social media sites.  The study also revealed that about 60% of Americans interact with companies using social media, one in four interact more than once per week, and 56% feel both a stronger connection with and better served by companies when they interact via social media.  This shows that Americans are welcoming the consumer/business interaction in the social media space.

What kind of commitment does the introduction and maintenance of profiles on social networking websites require for a business?

Like any other form of marketing, time, manpower, and other resources are needed to begin and sustain an effective social media marketing campaign.  The great news is that innovative technologies are emerging every day to make the process of social media marketing much more manageable and efficient.  Moreover, businesses that are successful with integrating social media marketing into business practices are now discovering ways in which social networking can save time and resources.

How can businesses that use social networking websites set themselves apart?

Creativity, relevancy, and personality rule in the social media space.  Businesses that leverage their authentic voice will not only set themselves part, they will be viewed as a breath of fresh air to consumers who are becoming numb to traditional marketing.  I also believe that businesses that step into “Web 3.0” or focus on optimizing the customer experience will be the real winners in the social media space.