There are a great many things that can be done with Social Media. In the context of a business, I reckon the following is a good list, in no particular order:
- Locate new employees
- Find new customers (marketing)
- Customer Service (twitter, etc)
- Product research (what customers want)
- Perception research (what customer think of us)
- Content Curation (Pintrest)
- Content Creation & build traffic (white papers, etc)
- Thought leadership (blogs, twitter)
- Critical Evaluation of others’ products and services (blogs)
- Build Company Credibility (Creation, aggregation, thought leadership and critical evaluation)
From the plethora of information on the web, marketing via social media is the major topic of discussion. There are a few ways to increase your market presense, which I will look at discussing later on (if I can add value to the great blogs out there already).
There are other topics that I suspect you already have a good handle on, like using SM for research, or posting thought leading blogs (like Forrester or Gartner). Of course, there is the all important Customer Service aspect. It is a large topic to cover, so I will leave that to another blog.
The really interesting emerging market is content curation. Pinterest is an emerging social media site that describes itself as a way to “organise and share the things you love”. Put simply, it is a way to easily share the interesting things that you come across on the web.
Tumblr (which this blog is built upon) is also a great way of sharing content IN YOUR OWN SPACE. The content is free - and sharing is a click away. You build a collection of work from other people that can showcase your identity. (incidentally, while Blogspot is a clear market leader, Tumblr has caught up to Wordpress for popularity - source CompetePulse).
Let’s apply this to a busienss context. Every good CIO, CTO, Exec Mgr and those with aspirations read blogs, articles on the market, etc. If you think some content is good - reblog it. This allows easy engagement not only with your future customers, but also your business collaborators, peers and competitors. Market-wide reach and collaboration and you make your site a great place for your customers to frequent - you are pre-assembling subject specific content for your customers.
Let’s look at it from the point of view of a customer - a CFO is looking to invest in some BPM work in your organisation. Before you engage the board or even your direct reports, you do a quick google. Among the individual articles, you come accorss a site which presents a well constructed, impartial list of articles that educate you and allow you to sound well researched and versed. Is this a site you would bookmark? Is this a company you would take note of?