Tweet Me Right: Mastering Social Networking
Does your agency Twitter? Or have a Facebook profile? If not, your agency could be missing out on a lot of free and far-reaching promotion, networking opportunities, and chances to build strong professional relationships. Launch magazine features an article that sings the praises of social networking, citing some eye-opening numbers from Forrester Research: ""Enterprise 2.0" applications — buttoned-up versions of the Web 2.0 apps we all know and love — will be a $4.6 billion industry by 2013. Social networks will make up the bulk of that, with nearly $2 billion invested in them." But mastering the art of social networking as a marketing tool is much more complex than logging on once a week and posting a tweet here and there. The article cautions that social networking needs to be done right to be effective, and like any other form of promotion, needs to be considered carefully (what is the expected ROI? Audience? Time investment?). Launch offers some really helpful insight into how businesses should approach social networking, broken down into six do's and don'ts based on insight from social media experts and entrepreneurs. The following is the first bit of advice, and the rest can be viewed here. Be authentic. "If you have a stuffy, bureaucratic culture, then don't waste your time on social network sites," says Joel Postman, principal of California-based Socialized, a consultancy that helps companies use social media in public relations, marketing and communications. "Applying old media strategies to new media is the biggest no-no. In the corporate environment, there are so many gatekeepers. Many large companies use Twitter or Facebook like one more corporate communications vehicle. But by the time someone sees something, it's been so massaged and filtered — it's lifeless. Be honest and original. For smaller companies, which are typically younger and more familiar with social media etiquette, the biggest no-no is to think social networking is a miracle cure that will take the place of all other PR or marketing initiatives."
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