Business Learning Center

It has taken a while, but most major brands have made the decision to invest time, effort and manpower into social media efforts. When it comes to social media, some of the biggest brands have adapted impressively, while others have failed miserably.

Social media has grown exponentially in recent years and there is no sign that the growth is slowing down. As of the end of 2009, there were a combined 142 million social networkers on the top 10 social media sites. There are over 100 million users on Facebook alone!

What can social media do for established brands and for a new brand just trying to make a name for itself? Social media can:

• Put a human face on a big company
• Engage customers in meaningful conversation
• Engage visitors by having them contribute content
• Provide immediate customer service
• Inform the public about new products and services… and special offerings

1.      Putting a human face on a big company

Huge corporations can seem monolithic and impersonal to the general public. By putting a human face on a company, you can strip away the wall and make yourself far more accessible to the general public.

One big brand that does this exceptionally well is the Marriott hotel chain.

Marriott CEO Bill Marriott blogs regularly on a variety of topics. He talks about his travels, his customers, his employees. Readers actually feel as if they know him. This translates into greater brand loyalty… and more revenue.

Another way to put a human face on a company is through video. YouTube has become the web’s No. 2 search engine.

Ford Motor Company CEO Bill Ford effectively communicates with the public through a series of videos. Some are about cars, some about Ford employees, and others about Ford’s community outreach programs. In all the communications, though, Ford comes off as a “regular guy” and not as some fat-cat CEO.

2.      Engaging Customers in Meaningful Conversations

Businesses can’t afford to be arrogant. In the age of social media, businesses must be open to discussions with their customers. It is important to find out what they like, what they hate and what fresh ideas they may have.

Starbucks has taken this to heart with their “My Starbucks Idea” program. The program doesn’t just invite suggestions. It keeps a detailed list of visitor suggestions that were implemented by the company. This way, visitors can see that their voices are being heard.

3.      Engage Visitors by Having them Contribute Content

Another way of engaging the public is to have them contribute “content” to the social media site. A great example of this is Burberry, which created the “Art of the Trench” website to engage customers and potential customers.

The public is encouraged to take photographs of people wearing Burberry trench coats and then upload them onto the Burberry site. Visitors then can vote for their favorites and discuss which coats they like and which ones they don’t.

This kind of “stickiness” results in greater customer loyalty… which translates into greater sales.

4.      Providing Instantaneous Customer Service

Social media allows companies to instantaneously deal with customer service issues. This can be done directly, by offering clear channels for customers to register complaints, concerns and suggestions. This can also be done proactively, by monitoring what people are saying about your brand online.

JetBlue Airways has been ahead of the curve in using social media, especially their Twitter account, to provide information and answers quickly. They advise of delays, weather issues, flight cancellations, etc. so that their customers know what to expect long before they arrive at their gates.

5.      Using Social Media to Provide Exclusive Offers and Discounts

You don’t have to be a huge company to use social media to attract customers, serve customers and increase sales.

Shoppers Vineyard, a New Jersey liquor retailer, uses social media to provide information on new products and sales. They also offer exclusive discounts to their online followers.

Check out how they use Twitter to make immediate sales:

The links provided go directly to Shoppers World’s e-commerce functionality, meaning that revenues are just one click away from their Twitter account.

6.      In Conclusion

Any business that ignores the 140 million social media users is a business that doesn’t deserve to succeed. Companies of all sizes can leverage social media to enhance their brands, attract new customers, serve current customers and to generate nearly instantaneous ecommerce. No matter what the size of your company or how long you’ve been in business, social media can be leverage to enhance your bottom line.

At Blue Fountain Media, we work with clients to create multi-platform social media marketing strategies. Give us a call at 212.260.1978 to see if we can jump-start your business.