Issue link: https://read.dmtmag.com/i/84343
work up the ladder The Track to Success Keep your business social-media savvy with tips from Gallagher Be personable: Rather than traditional advertising, which talks at customers, social media allows businesses to have a conversation with customers. This means companies should be careful about the messages they send. People don't visit social media channels to be sold anything—they go on to interact with friends. Make sure to interact with customers on a personable level. Social Media Smarts By Camille Albert The founder and president of The Creative Company, an award-winning digital media, web design and PR agency in Madison, Laura Gallagher knows what it takes to build a marketing plan. In an environment where an estimated 88 percent of companies in the U.S. will use social media as part of their marketing strategies in 2012, she offers guidelines for getting your online plans in motion. What is the first step in developing a social media presence for your business? Know where you're going. Most people start by just creating, but they're not taking the time to really figure out what their strategy is. Ask yourself, 'What's our purpose for this space?' and 'How are we going to use it to connect and engage our customers?' Begin with the end in mind, and develop a plan. How should companies be using social media? The best part about social media is that it gets you really close to your customer. You want to use that tool to interact and communicate with them. Encourage your audience and invite them to be a part of your story. Ask them questions and see what they love [so they can] be a part of creating what your business is doing. Will using social media boost your company's bottom line? It depends on the business, but social media certainly has that power and ability. It's another channel—along with TV, radio, billboards—to reach your customers. But you're going to have to work at it. The leading brands in America are investing incrementally in social media, and there's a reason for that—it's working. 32 BRAVA Magazine October 2012 As companies work to boost their online presence, it pays to be a social (media) butterfly Be present: A common mistake busi- ness owners make? Creating a social media presence and then ignoring it. To gain followers and increase interac- tion, companies need to remain active on their pages and respond to any customer questions. Keep information current and exciting, and update pages frequently to attract people who will follow your business' story and want to be a part of it. Lose the ego: It's essential for brands to know that social media sites are a two-way communication between the brand and customers. Newcomers to the social media world have a tendency to control all of the information on their site, not allowing fans or consumers the opportunity to post their own thoughts. Taking too much control defeats the purpose of creating the page—which is to allow the customer to feel closer to the brand. Use your online presence as a forum and a way to interact with the customer. Measure your work: When it comes to building an online presence, keep in mind that if you can measure it, you can move it. Launch any new website or social media page with a plan that will help your business look a step ahead and figure out what your next move will be. Schedule a monthly meeting with your company and/or marketing team to review the activity on your page and discuss future goals and possibilities. Photo by Shanna Wolf