Issue link: https://read.dmtmag.com/i/540088
1 8 | BULLDOG | 2 0 1 5 V 2 ON BUSINESS Get connected Creating a social media strategy for your business By Carolyn Magner Mason Y our social media presence is one of your most valuable branding opportunities. You're no doubt familiar with networking sites such as LinkedIn and Facebook, but you may not realize that a strong social presence can help grow your business, deepen your customer relationships, connect you with potential and existing employees and enhance your company's community and industry standing. These are benefi ts many of the nation's leading trucking companies have long realized: According to a 2013 study by Carrier Logistics Inc., 68 of the top 100 freight haulers have a social media presence; and of carriers using social media, 80 percent have a Facebook page, 72 percent use LinkedIn and 64 percent are on Twitter. While you may be satisfi ed with an attractive, easily navigated website, that's only the beginning of a professional, well-executed online presence. Here are four ways social media can work for you: Fleets use Facebook brand pages to recruit drivers because Facebook is where drivers hang out. More than 96 percent of company drivers have a Facebook account, according to the 2015 Truckers News Connectivity Report. Even more astounding is that 67.5 percent of company drivers say they use the Internet to search for new jobs. Many carriers report Facebook as the leading source of new driver leads. Facebook and other social sites let potential hires get a good feel for the company culture and inter- act with current drivers. Other ways to recruit include using Twitter and YouTube to get the word out about your hiring needs, requirements and benefi ts. Recruiting best practices: • Include ways for drivers to apply for open positions. Link to your company website where they can complete an online application. • Use an interesting photo for each post. Posts with images are 87% more likely to engage readers. Source: socialmediaexam- iner.com • Use humor. Post a trucking- or construc- tion-related meme or joke. • Dedicate one person to maintaining your brand page so they can develop a consis- tent voice for your brand through frequent posts and timely response to comments and questions. • Share content that's not your own. Check out industry websites for articles of interest to your target audience. Good for recruiting: 1 Recruit drivers Highway Transport uses its Facebook page to promote its pay package to potential drivers.