Learn To Use New Social Media in Marketing

27 08 2009

I’m currently in the process of writing a “How to use social media” guide for students which will appear on this blog as soon as it’s finished. The reason for this? Despite the recent surge in discussions and commentaries on the advantages of new social media channels, the actual implementation rates can often be very low. This is true even for the Generation Y talents and my classmates who are graduating from university and letting some of the best opportunities slip either through mismanagement or ignorance of professional uses of social networks. And they’re not the only ones.

Who should be using new social media for marketing?

  • soon-to-be  and recent grads: market yourself in a professional way in the daunting job search
  • professionals: Are you maintaining your personal brand? Are you considered an expert in your field?
  • businesses: Do your customers know what you’re doing? Are you open about your business strategies? Are you attracting new customers?
  • nonprofits: Is your charity getting enough publicity? Do people know about you? They can’t help if they don’t know you exist.

How can you use social media for marketing?

If you’re an individual, make sure your profile is complete and puts the best reflection on your professional credentials. LinkedIn is extremely useful if you’re currently job hunting – use the search options to get yourself a referral at the company or find out who the hiring manager is so you can contact them directly. Make sure your profile is in line with the personal brand you’re trying to portray (for a great article with more information see Dan Schawbel’s “How To Build Your Personal Brand on LinkedIn” at Mashable).

For companies and nonprofit organizations, LinkedIn can be a great source of professional publicity. Do you appear in the “Company Search”? Are your employees on LinkedIn and saying good things about their job? Use LinkedIn to manage your professional network and maybe attract new talents.

  • start a blog

Blogging is a great way to establish expertise. Are you following the news in your industry? What happens if you do a “vanity search” and put your name (or your organization’s name) into Google? Do you like what comes up? Do you have a strong online presence? Writing a blog allows you to control the content that appears online and is a great way to present yourself to potential employers or your customers. Blog about what your business is doing. Blog about the cause that your nonprofit is supporting. Blog about your knowledge of the industry and the skills that you’re developing. Then put your blog url on a business card and make use of this wonderful channel of marketing.

Tweeting about your company can provide you with great feedback. Use the search engines to find out who (if anybody) is talking about you. Individuals should tweet too. You can use Twitter to promote your blog posts. You can use Twitter to share interesting articles that pertain to your field and which your followers and customers could find valuable. Build your social network and strike up conversations. Make sure the content you post is useful and engage with others. Present news about your organization. Mention the seminar you’re attending to advance your career. Work on your personal or business brand in the vibrant Twitter community.

This is especially useful for businesses and other organizations. Set up a Facebook Page and post information about new products or innovations, about events and workshops that you’re holding. Allow people to connect with you and seek feedback. Gain new supporters on one of the largest social networks.

How are YOU using social media to market yourself or your organization?

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