Social Media for SMEs- " Why it's time to join the conversation but how to look before you leap!"

With the explosion of social media in the last few years the entire web is now viewed by many as a ‘social place’. The young have already made it their second home with 75% of active users being aged 18-24 and, in the last year, the older age groups are also jumping on board rapidly with 33% of 45-54 and 25% of over 55 year olds now engaging actively with social networks.

With marketing becoming a data driven industry, social media is an essential tool for research and a fantastic device in most cases for measurement of customer activity and engagement with the brand. However it is not quite as simple as setting up a fan page on facebook and expecting people to arrive, nor is it just a part of a wider marketing plan; it’s all about how to connect with your consumer on their terms so here are some interesting points to consider when venturing into the social media space:

Internal Focus first – Before you convince the rest of the world you need to ensure your internal communications match what is shared in the social web.

Engagement – Social media offers an opportunity to provide a collaborative relationship and a freshness of content that matches the needs of your customers, for example asking interesting questions that engage your audience can help drive responses.

Listen and Learn- Learn from your consumers and add value to their experiences from actively using and implementing what you have learnt.

Transparency- A key point about social media is that it is revealing. Be consistent as you can easily be found out online.

Authenticity – When engaging with online communities it is vital to remember that you are having real conversations (a voice behind the facebook page).

Honesty- Social media is not just a platform or a tool, it is a dimension of your brand’s personality. Ensure, like any good friend, that relationships are based on trust. Consumers are more sophisticated than ever and therefore social media must be used in a consistent and genuine way. It’s the moral, truthful, authentic voice that sells.

Whether you’re wanting to build a brand community, create applications for promotions, begin a dialogue with your customers or encourage co production of your products, social media when used effectively can be a springboard to success even for smaller firms. However, enter with caution as whatever you say on these platforms is sure to be something that will remain with you for a very long time. Most of all remember to be strategic; there is little point in using social media if you don’t know what you’re trying to achieve and who you’re trying to reach. So, what is the state of play out there for you now in regards to social media? Have you already joined the conversation and what did you find out?