Social media marketing means business
by Joy Jordan“If you want to talk to people – millions of people – you need to engage in social media.”
Those are the words of Dr. Nora Ganim Barnes, Chancellor Professor of Marketing and director of the Center for Marketing Research at UMass Dartmouth, who spoke at the Cape Cod Chamber of Commerce’s Travel Symposium on Wednesday.
Barnes, who has conducted numerous studies to examine participation in social media by both universities and businesses, had a clear message for the audience: Do not ignore the importance of social media in today’s world. Her research has found that tools such as Facebook and MySpace, blogging, message boards, podcasting, video-blogging and Wikis – are fast making connections and solidifying relationships not only for individuals, but also for businesses.
“Even if you’re too scared to participate in social media, you need to be aware that it’s going on,” she emphasized.
Her recent research involving colleges and companies show social media is “spreading like wildfire.” Among Inc.’s 500 fastest-growing U.S. private companies in 2007, 56 percent were using at least one type of social media. Last year, that figure jumped to 77 percent.
Many companies start with a blog, which allows them to share their particular expertise. A key component to blogs, Barnes noted, is the ability to allow comments. She found that almost 75 percent of participants accept comments on their blogs. “That’s the key,” she said. “There should be none that don’t – the conversation aspect is the key to the whole concept.”
It’s also important to allow readers to subscribe via RSS or e-mail to your blog; that way it is easier for people find you and communicate. “If we are going to use the technology, we need to use it in all of its glory,” she said. “You want to have a relationship. Your blog is not about putting up notices; it’s about creating connections.”
Podcasting is the fastest-growing social media tool used by businesses, Barnes noted, because it allows people to share their knowledge.
Businesses are posting podcasts to their site on a variety of topics within their area of expertise, whether that is construction, technology, retail, dining or lodging. Users can download the podcasts to their mp3 player and better use their time commuting, traveling or at the gym to learn or conduct business.
When planning your content, it’s critical to spend time thinking about your focus, said JC Bouvier, creative content manager for the International Fund for Animal Welfare. “What is your key message? What is the one thing you want them to remember?”
To keep IFAW’s Web content fresh, Bouvier “spends lots of time monitoring the Web, using Google Alerts and finding things that mention us, finding videos that we are in and adding them to our YouTube channel, etc.”
He notes that much of this technology makes work more efficient; you can quickly Google problems people have and reply to them. “Think about how you can apply the tools to your day-to-day work,” Bouvier said, “and adapt the technology to meet your needs.”
Most of the tools to create this content are free, Barnes noted, such as blogging software or photo sharing sites like Flickr. When asked about the true cost in time, she insisted the investment is worth it.
“It’s a cost of doing business. In a small business, on a day-to-day basis, you do what you can, when you can, with the resources you have,” he said. A few blog posts each week can be sufficient to keep your name in the public. In many cases, it doesn’t matter that not a lot of people follow your blog, as long as the right people are following it, added Bouvier.
“Blog posts don’t have to be huge treatises – they can be as simple as noting something interesting you saw in the newspaper today, or industry news, or a nice image, or a product you like,” he said.
And don’t worry if you’re not a professional writer. Dave Caolo of Kaylow Media, a professional blogger, observed: “Write in a nice conversational tone – the message and getting the conversation going is the key.”
Beyond your own content, panelists encouraged businesses to be aware of other information being published online.
“Do you monitor social media for buzz, posts, news, conversations about you?” asked Barnes. “This is critical. You could be missing entire conversations about you/your company/your industry. Google yourself, and your firm, to learn what people are saying about you.”
She recommends using Google Alerts and automatically set daily e-mails. Also, check blog conversations on Technorati and Twitter conversation searches.
“It clues you in to crises before they happen – and helps you protect yourself.” While not everyone may be comfortable fully participating in social media, Barnes said, “there’s no excuse for not listening.”
If the online conversation turns negative, such as a poor restaurant review or bad product rating, Barnes recommends trying to regain control by inviting them to your blog or web site so you can offer a rebuttal. “But always respond, don’t leave it unanswered,” Barnes said.
The buzzwords for the blogosphere are integrity, honesty, transparency – and it is always better to own up to problems and acknowledge customer issues. Sometimes you can even win back a customer - and you also leave a more accurate picture of the situation for those reading, but not participating in the conversation.
Networking
Networking is another benefit of social media, which by its nature emphasizes the kind of interaction helpful to businesspeople. Chris Wilson of Whipkick told the audience that before he came to speak, he obtained the attendee and searched for them on Facebook. “I was able to contact some before the event and make some connections. I therefore knew people when I walked into the event – and you never know where these connections will lead, they can definitely create stronger business relationships.”
It is clear that social media is quickly becoming a part of how we all do business, regardless of the sector. Yet there are lots of businesses and groups who are just getting started, Barnes emphasized. So don’t feel like you are falling behind.
“You have to do what you’re comfortable with,” Bouvier said. “If it scares you to do it as a business, try it as an individual first to become more comfortable with it, then incorporate it into your business.”
“More important than offering a blog or a podcast is you need to listen to the conversations that are out there – listen to what people are saying about you, and monitor your reputation out there,” said Barnes.
While many businesspeople may not feel tech-savvy enough to jump into the world of social media, “remember that this is going on with or without you,” noted Bouvier. “It’s your choice to participate, but know that it’s happening.”
Case study: Hy-Line Cruises
One area business that has begun to embrace the tools offered by social media is Hy-Line Cruises. Betsy Rich, director of marketing for Hy-Line, told the symposium audience of her company’s recent forays into social networking.
“In January 2008 we were looking at the upcoming season and knew we needed a fresh way to market ourselves,” Rich said. Shortly after that, she received a homemade video of a person traveling to Nantucket on Hy-Line’s high-speed ferry – just him on the boat, with images of the sights, set to music. “I knew I needed to do something with it, but was unsure exactly what – it turned out that he was a well-known video blogger from Boston, so that helped her get started.
“The more I learned about Web 2.0, I knew what I had to do – social marketing.” Rich wanted to provide an arena for their customers and potential customers to talk about Hy-Line’s services; so the company created a Hy-Line Community page on its Web site, linked by an icon on the home page.
The Hy-Line Community is connected to Flickr, Facebook, MySpace, plus offers video footage and a live webcam. A range of users, including current and potential travelers, former employees and local residents, all participate in the community, posting events, photos and more.
“It might be strange to see an investment on an area like this,” Rich said, “but our recent surveys show that word of mouth – especially from a friend or relative – is key, and our community helps with that.”
One of Hy-Line’s key goals is not only increasing visitors to its site, but conversion of online visitors into customers, and “We do need to overhaul our online reservation system to really make this happen,” Rich noted.
The bulk of Hy-Line’s social media activities were launched in July 2008, so Rich is looking forward to seeing a full year’s worth of data to measure its success.
To view or download presentations from the chamber's Travel Symposium, click here.
Joy Jordan is managing editor of Cape Business magazine. She has worked in the technology and publishing industries and was chief copy editor for Cape Cod Community Newspapers. 
