Over the course of the weekend I came across an article in The Australian where CEO and Founder of Firebrand Talent Greg Savage was quoted as saying “You don’t need to be a big, powerful organisation to utilise social media and get results”.
I couldn’t agree more.
Social media has to some extent levelled the playing field and is allowing many smaller businesses to compete with larger competitors and get results
In the recruitment industry Firebrand Talent are leading the way when it comes to social media. They are a great example of a business that is using social media to compete with larger and more established players and getting results.
According to Greg, Firebrands social media strategy is providing a flow of candidates which means revenue, has allowed them to develop broader client networks which means job orders, and has reduced their sourcing expenses and reliance on traditional job boards like Seek and MyCareer as they are connecting with candidates directly.
According to Nielsen 93% of Australian consumers now access the internet every day and the number of people using Social Media platforms has grown at the greatest rate ever in 2011.
Every major website now integrates social functionality and 6 out of 10 Australians have clicked the “Like” button about a brand or organisation and 7 out of 10 consumers look for opinions found on social networks before making a purchase.
When it comes to platforms Facebook still dominates but more and more people are now using other platforms like LinkedIn, Twitter, Google+, YouTube, Instagram, WordPress and Pinterest.
Wielded wisely, social media can help any new or growing business improve brand awareness, acquire customers, strengthen relationships, increase sales, reduce costs, compete with larger and more established players and get better results.
Since my recent post “Your business shouldn’t engage a consultant for Social Media” I’ve been asked by a number of business owners for advice on how to get started with social media in order to capitalise on the growing use of social media by consumers and to help them get better results.
Here is my advice:
The social landscape is becoming increasingly noisy and the race is on to establish audiences.
Look Around You
Who is doing social well and getting results? What are they doing? What can you learn?
Develop a Social Media Strategy
Why? What? Who? Where? How?
Empower your staff to represent your business.
Define your voice, participate, spark conversation, share, and create content that your audience will be interested in.
Listen and engage with your audience in an authentic manner. Participate widely and deeply to maximise reach and results.
Wherever You Are. Be There
The landscape is becoming fragmented. Choose the right channels for your business and make sure that you’re truly present.
Dance. Don’t Sell
Dance around a sale. Don’t sell directly. Conversation, Comments, Views, Shares, Likes, Retweets, and Replies are the first step towards a community and a conversion.
Measure. Monitor. Adjust
As always ensure you have insight into performance and adjust your social media strategy as necessary.
Remember, your social media strategy is just one component of an overall digital strategy, which is just one component of an overall sales and marketing strategy, which should be just one component of an overall business strategy…. All of which should be aligned with your business objectives in order to ensure results!
Social media isn’t a silver bullet but get it right and your business will be better positioned to compete with more established players in your market and to get better results!