Translation

There is so much swirling hype and posts (including mine) about how to utilize social media, that it can be honestly overwhelming at times.  Many small businesses are unsure, and probably at this point, not all that interested in digging into all the hype and fanfare around Twitter and Facebook. 

When I was first trying to wrap my head around how to use these tools to accomplish business objectives, it was helpful for me to breakdown social media to its core offering.  So, as an example, I will use a friendly neighborhood hardware store.  So, say you are the owner, and a customer comes in just to look around and see what you have to offer.  Your engagement with that person is likely to be friendly, engaging, conversational and informational.  You are likely to seek out what they are looking to accomplish, what their ideas are and where their pain points reside.  Over time, you may even get to know this individual on a personal level and chat about the family, politics, perhaps sports, and so on.

To take into context with social media, it is not much different.  The only major difference is that you have the option to engage your entire following at one time, or if you wish, just chat up individuals just as you would in your store.  Social media simply changes your medium of exchange.  But if you can't wrap your head around "well, what would I even say?"; just think about your normal day-to-day engagements.  Think about the types of advice and knowledge you share with your customers on a regular basis.  Social media is simply a way to engage your customers when they are not interacting with you directly.  And if you are perceived as adding value to their online experience, your customers will usually come back and bring more with them.

Social Media Cheat Sheet

This is a great hit list of 30 items to consider when formulating or analyzing a social media strategy.  Here are a few of my favorites.

4. Put your website's content to work. Want to draw more traffic to your website? Help spread the word by encouraging visitors to share content they enjoy. GotCast, a website that connects television casting directors with aspiring actors, draws new visitors by posting audition videos on Digg and allowing others to share video links on the site. One way to promote the sharing of your site's content is to install a widget, such as AddThis, that automates linking to popular sites.

Seems obvious, right? Well, amidst all the conversation, it can be sometimes lost that your website is still your fundamental online marketing tool.  And building bridges to it is still a top notch way to drive acquisitions.

13. Make amends with dissatisfied customers, quickly. Andy Carlson, owner of an Ace Hardware store in Denver, once came across an angry Twitter update from a customer who had bought a tool that broke after one use. He resolved the issue in a matter of minutes by referring the customer to an area store and notified him of Ace's lifetime guarantee. Best of all, he was able to catch the complaint after store hours—and prevent negative word of mouth.

More important than ever with the speed of information flow.

28. Boost your credibility by helping others. For service providers, establishing yourself as an expert in the field can bring in a steady stream of business. LinkedIn's Answers feature enables business owners to do just that. Heidi Cool, a Web design consultant in Cleveland, browses LinkedIn Answers for inquiries related to her industry and spends one to two hours per week answering them. In one month, she generated 29 leads for her services directly from her responses.

Customers want companies that truely are interested in their well being, and being seen as a business partner can be invaluable to lead generation.

Beware the Blog?

Here is another short but persuasive article cautioning against being too bullish with your companies social media initiatives.  With all the exuberance surrounding Facebook, Twitter, blogs and other tools, it is often forgotten just how tenuous a customer-company relationship can be.  The one thing I always ask myself when considering a company's social strategy is "can they weather the criticism"? This is both from a brand strength perspective, and the executive or proprietor's comfort level.  Often times online retail distribution models such as Newegg.com thrive on customer comments as it allows for information sharing and customer review.  But their brand is also not on the line, the electronics brands are. Coincidentally, many brands on this site and others have targeted response strategies to consumer complaints that appear in the Newegg comments. However, a single, younger brand may not be able to withstand the criticism as potential consumers look for advice before taking a plunge into the unkown.  Before opening the pipeline, make sure to ask the simple question, "are we really ready?"