Understanding the use of Social Media

A few weeks ago I had the opportunity to speak to a group of approximately 30+ local businesses about building a brand with Social Media. The seminar raised lots of interesting questions, I even received more questions a few days later. I’ve no problem whatsoever answering any questions about my work and asked the person who emailed me whether it would be ok to answer the queries in a blog post rather than email so everyone could benefit.Thanks for the seminar on Tuesday – it came over as a very professional presentation – and an interesting development potential for business.

SEOs are saturating the internet and self-inflicting an own goal because their hunger for revenue conflicts with and obscures their primary purpose – how will social media be controlled?

My personal opinion is that ‘Social Media’ is simply a buzz word around understanding how you understand and market to a community. Social Media is a tool which you can use to market correctly, you don’t make money from Social Media, you make money from your ‘product’ by using Social Media.

Keeping the Social Marketing world moderated is a different kettle of fish entirely, however I do believe it will be down to the people. The end user will know whether they’ve been marketed to correctly. A client of a ‘social media/marketing consultant’ should do their research first and foremost. It’s the same as anything else, you wouldn’t use a joiner who had a reputation of doing bad work. Research correctly and find some testimonials, don’t pay peanuts as you’ll get monkeys.

I can see that social media will work for unique products, but what about services?

Think of it like this. You have Haagen Dazs Ice Cream and Ben and Jerry’s Ice Cream, both are high quality ice creams and both of which have people who like the ice cream. Some people like one, the other or both. They’re both still ice cream in the same way as a joiner is a joiner and a web designer is a web designer. There is more than one design agency, there is more than one electrical services company however different people will like a different service. Some people will become clients because of cost and some will become clients because of quality services. I and we (the rest of the industry) should be there to build the community around your product/service to provide you with constant work and engaging with your customer base so they’re happy with you and your services which in turn enables them to pass your name on.

Anyone who says ignore the competition in my industry doesn’t understand that our clients initially select on PRICE (they usually don’t know enough until we advise about the legislation)

If that is the case then your potential clients need educating through your current client base about why your services are priced as they are. Think of it more long term than immediate, building a community through education can reap rewards long term. Do you want to be here and make £10’000 a month or in 5 years do you want to be making £10’000 a day (monies are used as an example).

We usually retain our clients once they understand the quality of our services and what we stand for – how can social media help get that message over without advertising?

As mentioned above it goes beyond advertising and is in fact education, a recent client knew his customer base weren’t exactly pro’s at using Twitter but they knew exactly how to use Facebook and wanted to know how to get them using Twitter. I said that we’d teach them how to use Twitter through Facebook. People in general are becoming so switched on to forced advertising that it’s effects are dampening down. Engage, communicate and build your brand. If people love you then they’ll stay around and spend money without even thinking about it.

As you said, building a community is the target, but how can I get started on this?

There are lots of ways to build a community around a service or product. The ‘brand’ could even be a person and the best way to start is identify why your current clients love you, find out who your clients are on a personal level and market towards other people like them. All online and offline marketing techniques are individual to businesses, none are the same.

Data Protection and confidentiality are prerequisites – how is this managed and protected?

The shortest way to explain is by using your common sense, if you think something is wrong with what you’re doing then it probably is. You’re not using direct personal data to socially market your business. Confidentiality should be kept as is, there should be no reason for you to get in trouble over DP and Confidentiality if you do things correctly.

My business has full accreditation with the necessary approval bodies – how do I get that message over?

Communicate, we (as people) forget about people. It’s amazing what people realise when they just start communicating with potential clients. Let people know that you’re fully accredited and what it exactly means.

Risk to reputation – I have no intention of slagging off my competition (vast majority are NOT accredited)- so how to achieve a balanced view without getting a brick through the windows?

There is no reason for you to start slagging off the competition. In the first instance it’s highly un-professional. Let those kinds of companies get on with what they’re doing. All you can do is carry on marketing your business to your ideal client base and educating them why you are so good. Whether that be an awesome service, an awesome price of both.

Providing free advice is, I think, one of our main differentiators – any ideas on how to do that?

Again, it’s all down to communication. Don’t try to bore people, your clients are not you. If you provide them with simple facts that they understand they’ll pick up what you’re saying ten times as quick. There are a lot of different ways to communicate to your clients about why you’re such an awesome company to work with.

You will notice that a lot of the above involve forms of communication, direct to the point communication. People honestly want some trust and a good sense of communication can build that very very quickly.

Published by


Lead Interaction Designer at DigitalDWP. Organiser of Industry, The Practical Web Conference..