Home Back Issues April 2009 Finding the right social engagement

Finding the right social engagement

| Print |  Email
Archives - April 2009
Wednesday, April 01, 2009

Connecting with a community of your customers through social networking sites such as Facebook and Twitter may help you increase your online presence, but are you ready to become an active participant? Expanding your marketing efforts to include these “Web 2.0” options takes you beyond merely presenting information, straight into a public two-way conversation.

Facebook ranks as the social networking site with most traffic, drawing 74 million unique visitors in January, second-place was MySpace (53 million), and Twitter came in third with about 8 million.

While social networking can help you tap directly into what your customers are saying, “You have to give up a bit of control,” says Dawn Foster of Fast Wonder Consulting in Portland, who advises companies on strategies for engaging with online communities where everybody has a voice. “What companies struggle with more than anything else is how to manage the communication about their brands on these sites.”

When Martina Degliantoni, a principal at Portland PR firm Conkling, Fiskum & McCormick, looked at blogs about her client, the Tillamook County Creamery Association, she found two unofficial fan groups. In response, the company created an “official” Tillamook Cheese Facebook page last year, invited the 750 existing fans to join, and now engages with 6,900 fans and counting.

Additionally, Tillamook rolled out its own fan club page in November, and is working on phase two of that site, which will incorporate a social networking component in June. “Because our customers have such an emotional connection with the brand, it is important to be a part of the conversation and let them know we’re listening,” says Degliantoni. “We have an online community manager and we monitor conversations about Tillamook hourly.”

If you can’t commit the resources to manage and monitor social networking sites and provide fresh content for your audience, you may want to hold off on creating your own pages for now, says Foster. Also, be sure you can answer the question: Whose job is it anyway? “You have to have time carved out for people to achieve your objectives,” she says. “Otherwise, you end up with abandoned accounts, and that can be embarrassing.”

If you are ready to commit to maintaining a business presence on Facebook, create a “group” or a “company page” where people can become a “fan.” Then, as on Twitter, do more than just tout your products and services, which will turn people off. Participate as part of the larger community by discussing industry trends, or asking employees from outside marketing to post information, suggests Foster.

The important thing is becoming — and staying — a part of the discussion. Once you become comfortable with the process you can determine how social networking fits into your marketing plan — and budget.

JENNIFER L. HANSON

Have an opinion? E-mail This e-mail address is being protected from spambots. You need JavaScript enabled to view it




 

More Articles

Measure 91: What Oregon Businesses Need to Know

Contributed Blogs
Wednesday, October 15, 2014
91 thumbBY DIANE BUISMAN

Some common misconceptions employers have about marijuana.


Read more...

Podcast: Turn Things Around with David Marquet

Contributed Blogs
Friday, October 17, 2014
davidmarquet thumbBY TOM COX | OB BLOGGER

How can you move from a command-and-control leadership model to one of true empowerment and accountability? David Marquet did, and he took notes along the way.


Read more...

Two Sides of the Coin

Contributed Blogs
Wednesday, October 22, 2014
22 twosidesBY JASON NORRIS

Historically, when the leaves fall, so do the markets. This year, earnings, Europe, energy and Ebola have in common? Beyond alliteration, they are four factors that the investors are pointing to for this year’s seasonal volatility.


Read more...

100 Best Nonprofits announced

News
Thursday, October 02, 2014

100NP14logo4WebOregon Business magazine has named the sixth annual 100 Best Nonprofits to Work for in Oregon.


Read more...

Healthcare pullback

News
Thursday, November 20, 2014
112014-boehnercare-thumbBY JASON NORRIS | OB CONTRIBUTOR

Each month for Oregon Business, we assess factors that are shaping current capital market activity—and what they mean to investors. Here we take a look at two major developments regarding possible rollbacks of the Affordable Care Act (ACA).


Read more...

What I'm Reading

November/December 2014
Wednesday, October 22, 2014

Peter Lizotte at ACME Business Solutions and Roger Busse at Pacific Continental Bank share their favorite reads.


Read more...

Gone Girl

News
Monday, September 29, 2014
roundup-logo-thumb-14BY LINDA BAKER | OB EDITOR

Wehby disappears, Kitzhaber fails to disclose and Seattle gets bike share before Portland.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS