Social media marketing engages and enlightens
505-Junk’s successful use of social media to reach new and established customers is part of a larger marketing trend, says Tess Van Thielen, Rogers Communications’ director of small business strategy.
“Today, most shoppers do online research before they buy,” she says. “They check company websites to see what’s for sale and at what price. They also check Facebook and Twitter to see what their customers and fans have to say about them.”
505-Junk has learned that Facebook is effective not just for telling a company’s continuing story, but engaging customers. Properly executed, an informative and entertaining Facebook page can help build lasting relationships with brand-aware followers.
In addition, followers often share the Facebook page with friends, providing the ultimate in electronic word-of-mouth advertising – at no added cost to the company. Twitter can be used as a source of company news, and a first line of response to negative publicity or complaints.
Companies that use social media need to be sure they understand the environment, says Van Thielen. “Facebook and Twitter come with their own unique implicit rules, which customers and fans expect you to follow.
“On Facebook, people want a company to present a consistent human face that is in line with its corporate image, yet approachable and interactive. For instance, a hip urban food truck operator can get away posting flippant comments that push the envelope. A bank cannot.”
On Twitter, the onus is on companies to provide a quick response, she says. “If a customer posts a complaint about your business on Twitter, you must deal with it immediately. Nothing damages a business like a complaint sitting unanswered on its Twitter feed for three hours.”
The best qualities of a successful social media marketer include professionalism, quick response, and content that gives followers something of value that provides a reason to remain interested and engaged. “And remember to use the right social media for the right audience: There’s no point building a great LinkedIn.com business profile if you are marketing to teens.”
As 505-Junk attests, Rogers is indispensable for keeping their Facebook and Twitter accounts compelling, constantly monitored and upto-date. “A reliable and fast wireless network connection is crucial for small businesses that are making updates to social media channels from smartphones and tablets,” says Van Thielen. “We get that, and we are focused on making sure that connection is there – after all we value social media at Rogers too!”