Achieve Business Goals using Social Media Networks in 6 Steps | DCR Workforce Blog

Achieve Business Goals using Social Media Networks in 6 Steps

The Olympic fever is on; with players around the world vying to gain name and fame at the global level. But the dreams of Greece’s triple jumper Voula Papachristou came to an abrupt and infamous end, when her tweets mocking African immigrants and expressing support for a far-right political party caused a Twitter storm!

Voula is not the only one to have found herself in this position.  Many companies, big and small, have ended up with egg on their faces, committing bloopers and blunders!

The constantly evolving business environment requires a credible online presence. Companies today leverage the power of the Internet to connect with their customers, showcase their abilities, and create trustworthy content from different sources.  They hope to win customer loyalty and improve sales by reaching out to a larger audience. Many have embarked upon this path but some have fallen by the wayside, being unable to sustain the momentum or achieve the expected bang for the bucks involved.

Establishing a successful social network is easier said than done as witnessed by some of the spectacular failures we have seen.  Mistakes can wreak havoc as they are more or less indelible and have tremendous reach – in itself an attraction and a threat!

Plan Your Presence:

To avoid these pitfalls, it is necessary to devise and follow a systematic plan to build a network, prioritizing the different opportunities presented by the social media.

  1. Set Goals: Decide on the goals of your social networking plan – like building market awareness, increasing recruitment success, increasing internal operational effectiveness or expanding your sales reach.  Then choose sites which meet the avowed goals. These could be social networks, blogospheres, reputation aggregators or e-communities focusing on your products or services. Establish your presence and leverage the online buzz to speak about your products or put up news, videos and pictures.
  2. Choose Contacts: Choose your ideal contacts with focus on the required and relevant attributes.
  3. Participate: Share your goals with the entire organization and make sure that the participation is consistent and effective.  Track and evaluate your existing efforts, then incorporate them into the overall strategy or eliminate them if found to be counter-productive. Properly estimate and manage the time required to participate, and don’t allow your employees to get carried away!  . Obtain the necessary tools and solutions to streamline your operations and expand your network, and be alert to the need for quick responses to any negative press.
  4. Measure: Make sure that you measure your results and tweak your plan according to the hits and misses; to ensure its utmost effectiveness.
  5. Choose the Tools: The plan will have to be multi-faceted and involve various initiatives like:
    • Creating and maintaining a corporate account on the chosen media (like LinkedIn, Facebook or Twitter).
    • Establish a wiki to share information about yourself, which is a task easier said than done, but carries its own value.
    • Offer free web-enabled teleconferencing services, downloads of brochures and white papers, webinars etc..
    • Run podcasts offering professional accreditation, or dedicated blogs offering expert advice on business-specific topics. Maintain blog(s) for your various divisions, whether customer-facing or member-facing. Share industry-specific news using daily newsletters.
    • Track your competition online by monitoring their blogs, social networks, public wikis, subscription services, and social bookmarking systems.
    • Establish and maintain a dependable security policy.  Tag all internal and external communications and monitor them to maintain a high level of security for sensitive and private information.
  6. Feedback: At all times, focus on deriving sensible feedback from genuine sources whose comments and remarks carry value to the network.

Establishing a presence using social networks is not just for marketing oneself. It helps a company to build better communications within their circles, provide customers with better services, and establish an image which is authentic and transparent.  It also cuts through the clutter to provide access to important and invaluable feedback in real time and improve the opportunity for timely response.

The content on this blog is for informational purposes only and cannot be construed as specific legal advice or as a substitute for competent legal advice. They reflect the opinions of DCR Workforce and may not reflect the opinions of any individual attorney. Do contact an attorney for advice specific to your issue or problem.
Lalita is a people/project manager with extensive experience in operations, HCM and training and development across industries like banking, education, business consulting, BPO and information technology. She believes in a dynamic approach to life and learning as change is the only constant.