A couple of weeks ago, I had the opportunity to interview Sarah Benoit, an Internet Marketing Specialist based in Asheville, North Carolina. We met for lunch at one of my hangouts in downtown Asheville.
Sarah's web page is at www.creative-original.com. Sitting down with her, one feels a level of energy and enthusiasm. She's spent a lot of time thinking about how best to use social media technology, and her commitment and breadth of knowledge are impressive.
Many of us have a presence on AR, LinkedIn, Facebook, and Twitter, but have not tied them together as well as we could. Others of us are bewildered as to where to start. The first part of this interview is designed as a primer, answering some of the questions we all have had before getting started. I've taken the liberty of emphasizing parts of the answers.
Q. There are so many different choices of social media Twitter, Facebook, MySpace, etc. Where do I start?
A. Social media is just like any other Internet technology. As time passes existing programs improve their functionality and user friendliness, while new programs are launched all the time with innovative new options. This makes choosing your social media tools at time very confusing. There are some key questions that need to be answered before you commit to using any social media tool.
- Set up an account and surf around. See if you feel comfortable using the interface or if you feel lost and feel the system is difficult to follow. Also see if the applications and tools they offer are of interest to you.
- Find out if your audience is there. Use the search feature to look for groups or discussions happening on topics related to your industry. Think carefully about how you can identify your target market and what information you can use to encourage them to interact with your company.
- When you are first starting out limit yourself to 2 or 3 social media sites you think might work for you. Don't try to do everything at once. Also, mainstream social media sites like Facebook and Twitter are not the only places your audience can be found. Be open to more niche marketed social media sites or online communities that may have great value for your business.
Q. Social media seems extremely time consuming--can someone help me set this up and manage it for me? How much would that cost?
A. Social media can time consuming if you do not have a clear plan. You must have a strategy for what social media tools to use and how often, as well as to track and evaluate results. Set up can be extremely affordable, ranging between $100 to $500 or even more depending on:
- the number of social media accounts you want set up,
- the level of customization you want on each account, and
- the time spent on additional tools you need to streamline your accounts into a single system.
It may be beneficial to ask for training along with set up if you are not familiar with social media sites and how they operate. There are a variety of companies that can assist with social media set up and management, as well as social media marketing.
Be sure you have thought clearly about what you hope to accomplish with this kind of online campaign. Set some goals before you speak with a professional so that when you meet with them to discuss social media marketing you can explain clearly how you expect to see your business benefit. It will also help the social media expert to implement an appropriate tracking system for your social media campaign. Cost for social media management varies depending on the goals you have and the role it plays in your business's overall marketing plan.
Q. How computer literate or savvy do I have to be in order to manage my social media? Is it important that I know how to write well and spell?
A. In any professional setting writing and communication skills are essential, social media is no different. Although social media appears at times to be less formal than other marketing you must express your business's credibility and relevancy to any potential client, customer or referral source.
If you are not a great writer, or find spelling and grammar difficult, find someone to edit or monitor your content. Many social media sites include automatic spell check that will usually alert you to any misspellings. Remember, most messages on social media tend to be short and to the point so they don't have to be traditionally grammatically correct. You can abbreviate, especially on sites like Twitter.
As to computer literacy, social media sites are some of the easiest site to navigate on the web. They are made for less technical people and ease of use. Therefore, I do not believe a high level of computer literacy is required. Social media requires a person who likes to learn new things, who likes to share information and ideas with others and who enjoys using technology like texting on their phone or exploring on the Internet.
If you don't find pleasure in these activities and in connecting with others on a daily basis then social media may not be the best choice. Other kinds of marketing may work better for you or hiring someone to manage your social media may make more sense. Just remember that, even if you hire someone, they will still come to you for help developing your social media content and company message or brand.
Part 2 of our discussion will focus on more advanced questions for the experienced social media navigator. Stay tuned!
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