Social Media and the ever-changing face of the Internet

These days, it seems every time you turn on your computer another form of social media has sprung to the front of the class. From MySpace to Twitter, there’s always a new way to express ideas on the Web.

At The Wyche Group, we see a great value in social media, and we continue to sharpen this expertise to ensure our clients remain on the ever-changing cusp of new media. Similar to choosing the most appropriate print publication to reach an audience, communicators now must decide which social media application is most fitting. It is critical to monitor, listen and then decipher which medium aligns with the company’s identity, message and target audience.

While social media as a marketing or networking tool is in its infancy, it’s obvious that it is changing the communication landscape. Before you devise a social media strategy, you’ll need to know your choices. While the options are seemingly endless, we offer a quick briefing below on the top five. Continue to visit The Wyche Group blog to see our social media techniques in action.

Facebook: (Over 175 million registered users) A social networking site which is home to personal profiles, groups, and fan pages. Features of a Facebook profile include a description of your company, unlimited photo albums, videos, “status updates” and a “wall” where “friends” can post public comments. Facebook also allows its user to create a blog on their profile through the use of “notes” or the ability to import a blog to the site from other blogging applications.

Twitter: (6 million registered users, 55 million site visits per month) A social networking and micro-blogging site where user’s have 140 characters or less to tell their followers what they are doing. Twitter posts need to be short, didactic, succinct and witty. If you can’t say all you want in 140 letters, try adding a short link to the post. Companies have used Twitter in numerous, non-intrusive ways, from enhancing customer service to receiving customer feedback.

For more information on who is Tweeting, read Business Week’s article “Tweets from the Chiefs” (http://images.businessweek.com/ss/08/09/0908_microblogceo/index.htm). Or check out “Twitter as a brand builder” (http://news.cnet.com/8301-17939_109-10192490-2.html), for more ideas on how Twitter could help your business.

LinkedIn: (35 million registered users) A business networking site, the user’s profile is essentially their resume. “Connections” should be people the user trusts in business. The site can be used to find jobs, people and business opportunities recommended by someone in one's contact network. A user can also browse connection’s connections, which could possibly garner an introduction to someone they want to meet. In turn, employers can list jobs and search for potential candidates. The feature LinkedIn Answers allows users to ask questions for the community to answer which provides useful feedback.

MySpace: (Over 110 million registered users) A social networking site with slightly more flair than Facebook. Users can personalize their pages with different backgrounds and music. This site is geared more toward the entertainment industry than other sites, which makes it ideal for music/artist clients.

Professional Blogs- These keep interested parties updated and allow the company to share links, news and other information. A professional blog speaks for the company as a whole.

With all of these choices, keep in mind that if you are creating a company profile all content should be company related and follow company guidelines.

According to Heather Oldani, the Director of US Communications for McDonald’s, one must always remember to keep to these basic guidelines when using social media:

-Be strategic
-Remember that through SM you have access to ongoing positioning
-Use a fun and informal tone
-Don’t take yourself too seriously
-Be transparent to all ideas and criticism
-Take the good with the bad
-Respond quickly and accurately to the bad instead of removing it. This shows confidence in your brand and addresses concerns of your consumers.
-Create alignment between departments
-Use communication tools to craft cohesion within your company

As the Bulldog Reporter states, it’s your responsibility to peel back the layers of each network to observe and eventually interact with the very people you wish to reach. Each network possesses a vibrant culture and ecosystem that is powered by context and connected by influential social graphs.

Further Reading:
“Yes, CEOs should Facebook and Twitter”
http://www.forbes.com/2009/03/11/social-networking-executives-leadership-managing-facebook.html
“Emily Post, Miss Manners and Social Media” http://www.theharteofmarketing.com/2008/10/emily-post-miss-manners-and-social-media.html
“New communications and PR tools offer marketers less costly (and equally effective) alternatives for building brand and product awareness” http://www.msnbc.msn.com/id/29635509/
“Social media will change your business”
http://www.businessweek.com/bwdaily/dnflash/content/feb2008/db20080219_908252.htm
“5 examples of social media blunders and what to learn from them”
http://mashable.com/2009/03/08/social-media-blunders/
“Build business on networking sites” http://www.syracuse.com/business/index.ssf?/base/business-14/1236675358212640.xml&coll=1