Social media: using what you have to get started

Social media is arguably the hottest topic in marketing these days. Not everyone’s doing it, nor should they be. Yet there are a number of reasons why it’s important: User numbers are rising. It’s inexpensive compared with traditional marketing and PR tools. And it’s changing how we communicate whether we’re on board or not.

A 2007 study by Forrester Research showed just 12% of Americans were using social media applications such as YouTube, Flickr and Wikipedia. That was up 10% from 2006. When you add blogs and discussion boards to the mix, the numbers rise significantly. And in their most recent study, the group announced social media has now gone mainstream.

If you don’t understand this new landscape, a little exploration is in order. Last week, I attended a presentation by someone who really understands the moving target that is social media: Michael Pranikoff, Director of Emerging Media at PR Newswire. Michael shared some interesting perspective and loads of good ideas on how to communicate within a social media environment. He got me thinking, too.

How can those of us who aren’t “early adopters” optimize what we’re already doing in our marketing and PR to be more effective in the reality of a social media landscape? Here are four ways to dip your toe in the water:

1. Understand the currency of links. Whether in a press release or on your web site, links to other information is increasingly important. Links add credibility and search visibility, not to mention extra information for the reader. You probably already link to your company’s web site in the press releases you send by wire service or email or that you post online. How about linking to background information about the topic of your press release, previous projects or related research done by your business or an industry association?

On your web site, do you link to favorable press about your organization? What about the bloggers who are talking about your service, product or industry? Reward those who are adding positive content to your marketing conversation and you keep the conversation going. Have your leaders written for trade publications? Add links to their articles. Show your expertise and connection to your industry.

2. Design content to be shared—and make it simple. What kinds of marketing materials are you currently producing? Are they informative? Solution-oriented? Are they available online in downloadable or searchable form? Are your articles and press releases brief and keyword sensitive? Do you encourge their use on other web sites and blogs? Post them to news wires for online (and perhaps offline) pickup?

Useful content – a brochure, annual report, fact sheet or white paper – can be made simple to download and share with colleagues. Perhaps you might take the lead from companies like the civil engineering firm that translates its leaders’ trade articles into informative podcasts, making them easy to download to an iPod for on-the-go information.

A simple Google search should be enough to convince you that high-quality content gets noticed, so make yours easy to share. Your IT staff is your friend here. Articles and press releases could have simple links that make them easy to add to social bookmarking sites like Digg, Delicious or others. If you regularly produce news releases, consider adding an RSS feed (or more than one if you deal with diverse audiences) to the news section of your web site so that interested readers and media can subscribe to get them automatically.

3. Keep strategy front and center. Do you need a corporate blog? Should your business have a Facebook page? Be twittering your company news? Well, only if that makes sense for your audience and your overall marketing and objectives. These may be great tools, but they are the tools, not a strategy. And every tool does not make sense for every business. Social media tools are live and immediate, so they need regular maintenance. Remember, these things stick around for a while in cyberspace—they show up when your audience searches for you— so be sure to keep them relevant and up to date.

One thing you do want to do, though— is understand what’s out there. In a world where everyone’s a potential publisher, your customers, employees and competitors may well be talking about your business. Be sure to regularly Google your company and competitors, set up some automatic searches and have these results emailed to you. Know what is out there. Check Wikipedia entries for your business, products and services and edit them as appropriate.

4. Practice good communication. This means knowing how to target your audience and speak to them effectively. Be authentic in your communication and relax the marketing speak a bit. When you see something potentially negative, respond. Today’s clients and customers demand real, inclusive marketing conversations—no matter whether you’re in a consumer business or one driven more by business relationships.

Even if you think social media has no place in your business (and I’d suggest reading this article before making up your mind), give these few things a try. It costs nothing.

Be sure to report back.