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How To: Use Twitter & Facebook to Build Communities & Generate Business

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Twitter & Facebook have at the centre stage as far as consumer internet is concerned. Tens of thousands of blog posts have been done all around the world citing the importance of these & various other social media tools which companies can leverage to connect to their customers directly. In this post we would like to cover some ways using which companies can build communities & generate business via social media tools mainly twitter & facebook. These were presented earlier by Pradeep Chopra at ‘Gripel Social Media Marketing Excellence’ and a very high profile ‘Click Asia Summit’. Both these events were held in Mumbai.

Here’s the gist of these presentations:

1. Twitter can be utilized by businesses first of all to listen the existing conversation going on among consumers about their brands. They should also track the conversation going on about the competitors. This will help in two ways. One is that you will come to know pros & cons of your products & services and how the consumers think of you. Second is that you will come to know about the weaknesses (which you can take advantage of) or strengths (which you can emulate or surpass) of your competitors. Apart from listening, also participate in the conversation & actively engaging with the consumers.

2. Twitter & Facebook both can be used for online reputation management. You can avoid disasters simply by being alert about online conversations about you. In fact you can convert the potential criticizers into great evangelists if you can solve their problems quickly & on time. And it helps to spread the word online very quickly. So, manually tracking the online conversations about your brand is a great necessity these days. Several tools are also available for this purpose but all of them have certain limitations.

3. The way Dell has done business worth millions of dollars via Twitter is a case study in itself. Similarly several small businesses are also doing business via twitter these days. One good indian example is Pune & Mumbai based Faaso’s restaurant. They have an interesting Tweet-to-Order business model which is a great success in these two places. So, definitely, businesses can look forward to exploring twitter as an additional touch point to do the business. And it helps spread the word very fast if consumers like your products. Similarly various brands are doing business via their facebook pages

Here’s the video of Pradeep at Click Asia Summit:

4. As far as facebook is concerned, brands have to be very clear with their objectives that why they want to have a facebook page in the first place? Primary criteria should be to define your target audience & what do they want from you? The next step should be to have a clarity about your brand’s positioning. One good example is Dell’s ‘Social Media For Small Business’ page on facebook which has been positioned to help small businesses use social media effectively. After this clarification, the natural process is to start engaging with your audience. One key for success here is to plan the content several weeks in advance & crafting it carefully. Not to forget replying to users’ queries. Content can be based upon creating humor, starting debate, breaking news, asking questions, bringing in something sensational or any other constructive way which can attract your audience.

5. Another successful way for brands to engage the consumers & spread the word further is running contests. Companies can also reward some users who are talking about their brands positively & endlessly. This is a good practice as it helps build the trust & creates long term evangelists for the brands. Contests should be carefully planned & content should be crafted appropriately both for twitter & facebook. Rich media should be used as much as possible like videos, pictures etc because tendency to click or participate increases manifold in such cases.

6. One of the most important aspect of social media is that it is measurable. So, to know what fruits your efforts have produced, it is important for the companies to measure their social media efforts & set some benchmarks. It can be fan growth, number of positive or negative remarks, reach of your messages (especially on facebook), identifying your influencers etc.

Can you add some more ways using which companies can build loyal communities & generate business using Twitter & Facebook?

[slideshare id=6917445&doc=twitterforbusiness-110214031538-phpapp02]
[slideshare id=5916847&doc=facebook-community-building-workshop-ss-101126002549-phpapp02]

  • social-media-training

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    • 5 years ago

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