Social Media Positions Your Business for Today and Tomorrow

To succeed in today's business world, you have to be connected. It doesn't mean you can only sell modern or futuristic products or services: people need flour, fertilizer, and paper just like they always have. The difference is that today, the more socially involved your business is, the greater its success. It's a whole different world than it was just 10 years ago, and by keeping up with the direction technology is headed, you can position your business for success today and tomorrow.

You have no doubt heard the phrase "social media marketing" and you probably know that it has to do with promoting your business or website using online platforms like Twitter and Facebook. But do you know how to use these platforms? Does your company have a social policy? You may have heard about how miraculous these platforms are because they are free to use (and they are), but have you considered the costs of the time involved in social media marketing?

Social media marketing services are rapidly developing to fulfill the needs of businesses who know the importance of taking advantage of Web 2.0 in building their company. A social media strategy is more than just trying to fire off one or two "tweets" a day about your latest project. It has to be integrated and it has to understand the different cultures of the various social media platforms, and how best to appeal to its users. Blogging is also an aspect of social media, and while it can be a very effective tool, it requires a significant ongoing commitment. Do you have the time to devote to all the aspects of social media marketing?

If not, then it may be time to get professional help positioning your business in the online media marketplace. While the milieu may be quite new, there are people who work full time studying and testing strategies in social media, learning what works and what doesn't. Social online media marketing services may consult with you on developing a strategy that will be implemented by you in-house, or it may help you outsource media outreach with a comprehensive plan for covering the various platforms, including blogging.

Like advertising, media marketing is quickly becoming a necessity in today's business climate. Don't make the mistake of thinking that because the platforms are free to access that social marketing is "free" or that it's of only marginal importance. While this type of marketing does cost time and effort to do successfully, and every day brings new stories of how social media can make and break businesses.

A good media consultant knows that strategies aren't one-size-fits-all. What works for one business may fall flat for another. An outgoing business owner will want a different approach from a more reserved business owner, and a sporting goods business will want a totally different approach to an artisanal yarn maker. But social media can work for absolutely any business, transforming it and bringing it onto the modern stage where it can shine. The right strategy coupled with commitment can and does work wonders, no matter what your business sector or niche.

I'm here to help you find a marketing executive for your social media marketing needs and to look no further than my friend Lee Traupel who has the knowledge and expertise to promote your website or company via social media marketing services.

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Hiring For Social Media Positions

It's no secret that many brands are embracing new media. From international heavyweights like Ford and Coke to local ice cream shops, everyone is trying to figure out "how to get social media done." In several client meetings recently, the discussion has turned to the subject of staffing up for social media and to then training those staff to ensure that they do "the right things right" in the space and flawlessly perform the role of "brand steward". There are a few questions you should ask as you're considering the social media staffing issue.

Should I hire or outsource?

I'm biased here, but I'll tell you from experience that the most successful work that I've seen involves social media personnel inside of an organization. Yes, you need to have some who gets your company, culture and (deeply) understands the market(s) you serve and the industry you're in. A true steward of the brand (a phrase I use daily to describe those who work in the social media space on behalf of their company) should be embedded in the company. (caveat: A contract social media person can be embedded as well...but they need to really "get you" in order to work out). If you want some more ammo for this discussion, check out Beth Harte's 25 Signs You've Got a Strong SM Consultant or Agency.

What role should I absolutely hire for?

If you're really serious about social & digital media, one of the most popular roles that brands hire first is that of "community manager". Basically, the community manager is the brand steward within the community of customers, prospects and partners that you serve.

What qualifications should they have?

I could write a laundry list of which qualifications one should have to do social media for your brand, but at the end of the day, there are a few non-negotiable things that I'm stuck on.

Community managers should be advocates, ambassadors and stewards of the brand in one - This is a delicate balance, but they are first, and foremost, representatives of the company but they must understand and communicate well with the community they serve.
Community managers must be able to communicate in writing, video, audio, 140 characters and in any other mode that's social media ready - A good sense for good copy, proper etiquette & tact and a generally approachable nature are essential.
Believes in the core "social media ethic" which is to always ask "how can my company be useful, relevant and helpful to the community we serve?" - A sharing, caring & "ready to educate" mentality is the hallmark of a good social media community manager.
Loves what they do and loves people! - Great community managers love people, love helping out and love technology and communication. They will be as adept behind a Twitter handle as they will be out at a trade show catching video from community members.

What if I can't hire anyone?

That's a great question, and you have a couple of options. First, you can "do" social media in less than 20 minutes a day if you have a defined process. That way there's no capital investment, only your time (which can be worth quite a lot, so choose your channels wisely). You can also hire in help. While I don't advocate that brands "outsource social media" wholesale, a growing number of businesses are embracing social media by hiring part-time employees or contract social media folks to operate Twitter, Facebook and similar sites on their behalf. Some companies, like Garrett Popcorn, have hired people to tweet for them. In their case, they hired Alecia Dantico, a doctoral student in communications. If you're going to go it alone, then your readiness comes into question. Here are a few questions to ask, compliments of David Armano, that I feel you should take pretty seriously:

Do you have a passionate and dedicated team who will obsess over your efforts?
Are you trying to provide value or "quick hits"?
Are you willing to engage your customers/consumers?
Are you willing to empower your employees/agencies to represent you?
Are you willing to risk failure?

At the end of the day, I believe that organizations that take social media seriously will either dedicate staff, or a portion of their time to the discipline, or hire in professionals to help out with social media. I've advised a number of brands to hire community managers and interns to help out with the process with great success.

Dana VanDen Heuvel is the founder of the social media marketing consulting firm, The MarketingSavant Group at http://MarketingSavant.com/. An award-winning marketing blogger who has trained over 3000 marketers how to use social media to go-to-market, Dana is also the author of the American Marketing Association's "Marketech Guide to Marketing Technology" Download your copy of the Marketech Guide or any of Dana's other popular e-books at http://MarketingSavant.com/Papers/

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