By Shawn Doyle

Several weeks ago I was meeting with a Senior Vice president of a Fortune 500 company. At the end of our meeting, looking a little uncomfortable, she asked me “Uh, one last question – are you into this social media thing?”  I told her I was involved with Linked-In, Twitter, Blogging, Facebook and a few others. She said with a frustrated sigh “well I just don’t get it.” 

Many years ago she could have said:
“I just don’t get this computer thing.”
“I just don’t get this Internet thing”.
“I just don’t understand this cell phone thing.” 

In that context it sounds crazy doesn’t it? Here is the real deal cowboys and cowgirls; you need to get on that horse. You must get involved in social media…now!

I know you are a business executive, and understandably you need reasons- so let me tell you why you should be in social media.

  • Your competition already is there.
  • It is in almost every circumstance, free.
  • It is an incredible and endless source of prospects.
  • It an amazing source of market information.
  • It is a great source for all kinds of research.

Here is a quick executive summary of three social media formats I use and what you can do with each: 

1. Twitter- www.twitter.com
Definition: Twitter is a free service that allows people to send out a message in real time to their network of people called “followers.” The message has to be 140 characters or less. They get the message on their phone or computer (called “Tweets”). Because some people send out idiotic messages some people dismiss Twitter as having no value. The typical Tweet can be “I am having a slice of pizza right now- yummy.” Who cares? Why is this even relevant to the person getting the message? Why does it matter? I think we are asking the wrong question- the bigger question should be can you use it? how could you use it for a business purpose?
Application ideas: Your Company could send out a message about 1) a new product, 2) special sales (20% off today only) 3) any thing that would normally be announced 4) a tip of the day. I recently read of a bakery that sends out daily tweets called a “special of the day” and increased sales 20%! Keep in mind the message is going to their cell phone or computer instantly. Lastly you can put a  link on your message called a “tiny URL” linking to a video on You Tube, an article or any other resource. I also believe that with a solid strategy you can drive revenue, and create top of mind awareness with current and future customers. I have 150 people who get my motivational tip of the day on Twitter . That is seven connections or as they describe in the ad world “impressions” I am getting each week. It is the ultimate form of permission marketing because they have “decided” to follow me. 

2. Linked In  www.linkedIn.com
Description: Linked in is a networking site for professionals. Think of it as sort of the Facebook for the corporate crowd. You ask people to become your friends except on Linked In they are called “connections” and you ask someone to join your network.  They click a link and accept your invitation. They are then part of your network.
Application Ideas: Because Linked In is more complex, there are really three areas it can be used for.( actually there are much more but I am drilling in on the ones I think are most valuable)  1) Building a network of trusted connections that you can contact to ask questions, find resources, recruit and ask them to recommend you to someone else. Lets say sell XYZ Soap and you know it would be perfect for QVC.  You can send an announcement out to your network and say “Anybody know anyone at QVC? I have a product I want to discuss with them.” Someone in your network writes back and says they know a person there. You then ask them to refer you. So the more connections the better (I have 3000 direct connections) 2) Linked In has groups you can join around any affinity. There are groups for people who have an avid interest in Motivation, Leadership, Sales, Retail, and any business interest you can think of.  One group on Linked In (Linked HR) for HR people has 100,000 members. So now you have a group of people with a specific interest and one could assume expertise, who you can access for any of the actions I outlined above. So looking for new software? Ask the group. Looking for a good approach to finding people? Ask the group. 3) You can do all kinds of research on Linked In. Let’s say you are meeting with a new client prospect. You can go on and search by company (see who in the company belongs) on all of Linked In not just your network. You can also go on and search by name. I recently met with a client and mentioned a fact about their CEO and asked a question about it. He asked me “I would like to know how you know that- it’s not an well publicized fact, in fact it’s sort of a secret.”  It’s simple, I researched the company as it turns out, the CEO is a member of Linked In and I reviewed his public profile. The client was very impressed. So I believe the goal on Linked In is to over time, build your network and join groups that you would find relevant. 

3. Blog Talk Radio www.blogtalkradio.com
Definition: Blog talk radio is a free internet radio station, where people can sign up and then schedule to broadcast their own radio show live on the net. Once complete the show is then archived so that anyone in the world can find it, listen to it even download it. The radio show can be 30 minutes to 2 hours in length and all recorded on your phone with no special equipment.
Application ideas: What could you do if you had your own radio show? Could you 1) have a show highlighting industry trends for your clients? 2) Sharing your expertise with clients and potential clients 3) Have a show where various experts were interviewed? 4) As show promoting your “cause”? The possibilities are endless. With Blog Talk Radio being free and accessible to anyone with an internet connection, the only thing its costs you is time. I have a radio show and I have had 500 people listen to it in the last month.

So that gives you an overview of three powerful tools that are available to you. I didn’t mention, My Space,You Tube, Namz and many more. I do believe you can be involved in too much social media so you have to pick the one or two  that are right for you, and the one that can be part of your marketing mix. Set a strategy, determine a time budget ( how much time per day?) and get going! Just maybe I will be on Stumble Upon and find your page on Squidoo and I will send you a message on TweetDeck you about it. Nope they aren’t cartoon characters they are also net tools in the social media space.